Mamaearth

And I think the recent IPL campaign of Razorpay, where they talked about multiple founders, uh, again, was an epitome of that example.

Several in our portfolio company like MamaEarth, where Varun and Ghazal, or Disha and Pradeep of Zouk, and so on, Shashank of, uh, Whole Truth are other good examples of that.

And today we have a guest who I think is... would be the one of the best experts in the country, Chandan, uh, uh, who has joined us to talk about this particular piece.

Uh, maybe a small, uh, you know, background of Chandan.

right then they've expanded into the baby feeding system and you have breast pumps and etc and then because they champion breastfeeding uh and then you go into the lactation center so that helps to build not just the product perspective but the affinity right that this is the brand that helps me grow at this stage of life you know uh but there are also brands that say okay uh Like that span of the first nine months of the baby in the mother's womb and the next two or three years, and that's the lifespan, right? Then where can we go beyond that? Do we want to keep them longer? Right.

And so far, for instance, I see a brand like Mama Earth, for instance, their Indian brand.

They have expanded from baby products to adult products like hair care for mothers, for instance, as they carry on, you know, with their lives as mothers when the babies grow up to be almost teenagers when they go to school, they still need all those products and they're sticky.

When they had the baby, they were using that brand and that stickiness will stick with them if you have products that are relevant to them.