By Radhika Agrawal

India is one of the biggest markets for baby care products, and the industry is expected to grow exponentially in the coming years. Maate, a brand by Priyanka and Suresh Raina, is a premium wellness baby care brand launched in 2019. Literally translated to ‘mother’ in Sanskrit, the brand was established to ensure the best in well being for your children. With its portfolio of chemical free products inspired by Ayurveda, Maate brings an all-natural approach to the baby care industry. We sat down with Priyanka Raina to find out more about the brand, the vision behind it, and her journey as a mompreneur.

What gave birth to the idea of Maate and what was your vision behind the brand?

I launched Maate in 2019. Being a mother of two kids, I was aware of the importance of trusted baby care products. As mothers, we are always looking for dependable and harmless baby care products. I have always been passionate about raising awareness for the uptake of mother and child care, and Maate was the outcome of my passion. I understood the demands for motherhood and childcare. For me, Maate is more than just a brand, it is a rendition of what it means to be a mother and how to safely nurture a child. The authenticity of the brand is of utmost importance to me. I looked deep into Indian culture and practices rich in wellness solutions to provide the best care to a child with products that only use all-natural ingredients.

Can you tell us a little bit about the brand’s key differentiators and what sets it apart?

The baby care market in India is quite populated, offering a wide variety of products. That being said, products containing harmful chemicals and ingredients harm a baby’s skin. Maate stands out through its ambition for products that focus on efficacy rather than cosmetic allure. Our products are chemical free and of the best quality, inspired by Ayurveda and adapted to the modern-day environment. They are consciously formulated using the best ingredients nature has to offer.

It’s also imperative that I address the issue of sustainability with my brand. Along with curating products with natural ingredients, we also felt it was necessary to reduce our carbon footprint through the packaging. All of our products are made here in India, either packed in glass containers or high-grade BPA-free PET bottles, which can be reused and are 100 percent recyclable. Even the cartons used to package our products are made from paper and high-grade, toxin-free ink. Keeping the environment in mind, we avoid any plastic fillers, lamination, or plastic tape.

What are some highlights that you have witnessed in this entrepreneurial journey?

As a young mother and the founder of a natural and vegan baby wellness brand, my entrepreneurial journey has been full of highlights that have been both fulfilling and rewarding. From creating a brand that meets the needs of parents who want natural and vegan alternatives for their babies, to seeing the positive impact of our products; from building a community, to learning and growing as an entrepreneur, it has been an incredible journey so far.

Through our brand, we have been able to build a community of like-minded parents who value natural and vegan products for their babies. It is heartwarming to see parents come together and support each other on this journey of parenthood. Starting and running a business is a constant learning experience. As an entrepreneur, I have had to develop a diverse set of skills and learn to adapt to changing situations. It has been challenging at times, but also incredibly fulfilling to see the growth and progress that we have made as a brand.

As parents are becoming more mindful and aware, the baby care industry is changing drastically. What are some trends that are fuelling this change?

The baby care industry is rapidly evolving and growing. There is a noticeable shift in the parents’ purchasing behaviour. As parents, we always want the best and most premium products for our babies. Parents nowadays are focusing on more safe, sustainable, toxin free, and effective products. Natural and scientifically validated brands play a key role here. The trend towards natural and vegan products is no longer limited to adults’ skincare needs. Parents are becoming more aware of the benefits of these products on their baby’s skin and the potential health benefits of the same.

Another shift is due to the accessibility of e-commerce platforms. Premium baby care brands are now easily available on various online shopping portals, making it much easier for parents to compare and choose the best brands for their baby’s skin care needs.

On a more personal note, can you tell us how you balance motherhood with running a business?

Balancing life between being a mother and an entrepreneur has not been one without its challenges, but it’s equally rewarding to see your family grow with you. Over the years, a few things that have helped me navigate are prioritising my time and having a dedicated block of time for my family and business, while also practising self care.

I make sure to take time for myself each day, whether that’s through exercise, meditation, or just a few minutes of quiet reflection. By taking care of myself, I’m better able to show up for my family and my business.

Juggling between the two roles has also taught me the importance of organisation and planning. Blocking my calendars and making to-do lists has become a part of my everyday routine. As parents, we know things don’t always work according to plan, but it helps to be flexible and have a support system. I lean on my loved ones for help with childcare and household tasks, and I also seek out mentors and peers in my industry for guidance and encouragement.