Matritva Care: Blending Ancient Traditions Like Ayurveda, Yoga, and Nutrition to Nurture Pre- and Postpartum Mothers

20 EMERGING STARTUPS TO WATCH IN 2024

Matritva Care

Every day, our lives are becoming increasingly diverse. This implies that on a daily basis, we are faced with new goals and responsibilities in various aspects of our lives. In the midst of these daily challenges, we often neglect the significance of setting aside genuine time for our fitness and nutritional planning. Whether it’s inconsistency or a lack of proper guidance, these factors can hinder our efforts. Particularly for new mothers or pregnant women, the task of balancing changes in personal and professional lives becomes even more daunting. Some moms may not be aware of the optimal pregnancy nutrition due to a lack of knowledge, and they may continue working in stressful situations.
Today we are bringing the story of a fitness enthusiast turned womanpreneur who dared to quit her 11-year-long IT career. She quit her IT job to follow her deep-seated passion for physical and mental well-being. Throughout her professional journey, Ms. Aarti Singh always prioritized her health. The pivotal moment occurred in 2015 when she clinched the 2nd position in Fit Women Bangalore competition, which ignited the inception of Calorie Kitchen in January 2016.

With Calorie Kitchen, Ms. Aarti Singh aimed to establish a comprehensive wellness hub that addressed physical, mental, and emotional care. Later in 2023, she founded Matritva Care with a noble vision to create a holistic healthcare system for mothers using the world’s most ancient and time-tested healing methodologies: Ayurveda, Yoga, and Nutrition. Matritva Care manifests to witness mothers leading their pre- and post-pregnancy lives with the knowledge and support needed.

We happened to engage with the dignitary entrepreneur, Ms. Aarti Singh through a freewheeling conversation. We learned many more interesting facts about her journey so far. How she quit her job and chose the uncertain road of starting something of her own is truly mesmerizing and inspiring. Hence, we have brought her narrative to our readers under the enticing edition of “20 Emerging Startups to Watch in 2024.”

Question 1: Please tell us what the initial challenges were that you had to face while starting your entrepreneurial journey.

Starting small, I lacked business experience and influential connections. The values I could only rely on were my confidence and problem-solving abilities. Supported by my family’s unwavering belief, I launched Calorie Kitchen, offering a range of services. Our facility included an in-house nutritionist for consultations, a kitchen transforming diet plans into real meals, mental health experts, health coaches, and physical trainers. While the initial progress was gradual, by the end of 2016, we were gaining momentum.

In 2017, a significant breakthrough occurred when an esteemed hospital approached us for a collaboration. They wanted Calorie Kitchen to set up a kitchen in their International Wing, catering to VIP patients. This partnership marked a new chapter, opening doors to collaborations with renowned hospitals and multinational corporations.

From the experiences I gained, I ventured into Matritva Care in 2023. Similar to Calorie Kitchen, Matritva Care is a personal endeavor born from my own life experiences. As a mother of twin boys, I intimately understand the challenges of motherhood and the essential steps needed to fortify both mother and child for a lifetime. Matritva Care is my platform to share these experiences globally, offering insights gained during my pregnancy and beyond. My vision is to empower mothers worldwide with the knowledge and support needed for a healthy and resilient mother-child journey.

Question 2: Can you briefly explain to us the vision and mission of Matritva Care?

We want to stand as a beacon for changing the attitude of people towards maternal well-being. Knowing that our traditions and archaic cultures have the most accurate wisdom to make motherhood a memorable journey, we are adding the touch of modern practices to it.

Our mission is to offer comprehensive postpartum care that goes beyond physical recovery, integrating holistic wellness practices. We are creating a nurturing environment where new mothers receive personalized support, education, and resources throughout the postpartum period. Through innovation, empathy, and cultural sensitivity, we aim to contribute to the long-term health and happiness of both mothers and their newborns, fostering a global community that values and prioritizes postpartum well-being.

Question 3: Please give us an overview of the company’s services.

The Ayurvedic therapies at Matritva Care include personalized doctor’s consultations, preconception care, prenatal care, postnatal care, and a unique program called Garbh Sanskar. Panchakarma is a cleansing therapy that detoxifies the body and promotes wellness.

Our yoga services offer practices to enhance fertility, support the mother and baby’s well-being, promote physical recovery and restore emotional balance. Labor management techniques aid in a smoother birthing process. Diet awareness guidance is provided on maintaining a balanced and nutritious diet throughout the maternity journey.

We provide age-old traditional Indian nutritional products proven to offer the best care and comfort for new mothers. All our products are crafted using the finest ingredients, without any added sugar or preservatives.

Our commitment is to ensure that every product contributes to the nutritional needs of new mothers, fostering a healthy and nourishing postpartum experience through the wisdom of Ayurveda, the practice of Yoga, and the goodness of traditional nutrition.

Matritva Care
1st row – Dr.Sharada Sphoorthi.Y (Ayurveda Expert), Aarti Singh (Founder & CEO) , Punjika Tripathi (Director – Business Development), Amrita Singh Rathore (Head – Product R&D, Nutrition)
2nd row – Dimple Parmar (Director – Creative Marketing and Sales), Rajith Raghu ( Director – Marketing and Sales)

Question 4: What is the current industrial scenario of the industry you are catering to?

Postpartum care has evolved beyond traditional medical aspects to encompass mental health, nutritional support, and fitness. A lot of awareness about postpartum care foods is increasing at an exponential rate. Mothers are recognizing the importance of consuming essential nutrients to support recovery, lactation, and overall well-being. Mental health is also a key focus, and mothers are also paying attention to incorporating ingredients that support mental health and alleviate stress. The market has seen an increase in postpartum wellness products, including nutritional supplements and self-care items as well.

Question 5: What are the various strategies that the company has leveraged to ensure consumer satisfaction and optimal efficiency?

Our postpartum care packages that address physical recovery, mental well-being, and nutritional needs help us connect with mothers on a one-to-one level. We provide educational resources on postpartum care, empowering new mothers through online platforms, workshops, and consultations. Securing their trust on stronger grounds, are our high-quality nutrition products, which are free from harmful additives and come with transparent product information.

Matritva Care believes in imparting swift customer experiences, whether it is addressing their queries or the timely provision of products. Efficient logistics and service delivery are implemented to ensure the aforementioned. Customer feedback and surveys are regularly sought to understand their experiences and expectations. This helps us to structure our services more finely.

Continued postpartum support is offered beyond the immediate postpartum period, demonstrating a commitment to long-term well-being and satisfaction. Employee training is also provided to ensure staff are empathetic, knowledgeable, and responsive to the unique needs of postpartum mothers.

Community engagement is also strengthened through social media, workshops, blogs, and partnerships, building a supportive community that contributes to customer satisfaction and loyalty. By implementing these strategies, the company creates a positive environment for new mothers, ensuring their satisfaction and optimizing the efficiency of their services.

Question 6: What are the plans that the team at Matritva Care is focusing on?

In 2024, a strategic approach for our business expansion involves market segmentation, and expanding services to the entire female demographic globally. Well-being services will get more diversified, and there will be an umpteen demand for them. This approach will help more mothers connect beyond regional boundaries.

In the future, we will create more and more awareness by integrating innovative technologies and evidence-based practices, building a global community for mothers to connect, share experiences, and support one another.

We also aim to play a role in postpartum care advocacy, actively participating in initiatives that promote the importance of comprehensive postpartum support and maternal well-being. For the sustainability aspect, we are committed to minimizing our environmental impact by promoting eco-friendly choices in our products and services.

Question 7: Describe the experiences, achievements, or lessons learned that have shaped the journey of the company.

The company’s journey has been a dynamic one, filled with transformative experiences, notable achievements, and lessons learned. Initially, overcoming challenges tested resilience and resourcefulness. The positive impact of our services on clients reaffirmed our commitment to meaningful solutions.

Setbacks encouraged a continuous learning mindset, embracing innovation, integrating technology, and engaging with the community. Balancing agility with strategic planning was crucial for navigating the ever-evolving business landscape. Maintaining a client-centric focus has shaped the company’s identity as an adaptive, forward-thinking entity rooted in community, innovation, and excellence.

Question 8: As an experienced professional, what would you like to advise budding aspirants willing to enter the business world?

Aspiring entrepreneurs stepping into the dynamic realm of business should keep in mind some essential principles. First and foremost, embrace a commitment to continuous learning; in a landscape where change is constant, staying abreast of industry trends is the only way out.

Approach challenges not as obstacles but as stepping stones for personal and professional growth, which is obvious in any journey to success. Networking, a skill often underestimated, forms the bedrock of a robust support system – a vital resource for guidance and collaboration.

In the ever-evolving digital era, innovation is imperative. Technological advancements not only streamline operations but also provide a competitive edge. However, amidst this, never lose sight of the core: a customer-centric approach. Satisfied customers are not just patrons; they are the architects of sustained success. Listen attentively to their expectations and experiences; this is the key to delivering quality. Moreover, ethical business practices and financial acumen can become the guiding stars of your journey.

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