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Gurgaon, Haryana, India
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Articles by Mohit
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5 Rules to make Growth an integral part of your Startup's DNA
5 Rules to make Growth an integral part of your Startup's DNA
Congrats - you've had a great run with your startup so far, just closed a new round of funding and you’re en route to…
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Mohit Sadaani shared thisCan a ₹1–2 crore investment change the life of a brand — and its founder? 🚀 Absolutely. But it depends on what you do with the money. I've seen this play out in two very different ways. Option 1: You build a product. You spend on Instagram ads and influencers. Sales come in. But not enough. So you change the product. Change the ads. Try more influencers. Spend some more. You keep iterating... And eventually, the money runs out before you find product-market fit. 😐 Option 2: You start with a really sharp consumer insight. You ask: What problem am I solving that consumers actually care about? You use some of the money to build a genuinely differentiated product and packaging. Then you experiment with communication. Founder-led Instagram. Ads. Influencers. Communities. Substacks. WhatsApp groups. Maybe something no one in your category is doing yet. You figure out who loves your product, why they love it, and how to reach more people like them. And you find some product-market fit BEFORE you start pouring money into Meta. That's a very different ₹1–2 crore. The problem is that a few years ago, Option 2 could have been your advantage. Today, it's hygiene. Because your best competitors are already doing it. Consumer insight + great product + differentiated communication are no longer optional. Capital can then help you scale what works. But capital cannot figure out what works for you. And that could be the difference between what your brand is today and what it can become tomorrow.
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Mohit Sadaani reposted thisMohit Sadaani reposted thisBuilding a consumer brand 10 years ago vs today, what really changed? When Mohit Sadaani started building The Moms Co., the D2C ecosystem was still finding its feet. The channels were different, the consumer was different, and there was no established playbook to follow. Today, after a decade of building and backing founders, Mohit has a unique perspective on what’s changed, what still matters, and what it takes to build a consumer brand today. He’ll unpack that journey at The Consumer Circle, alongside founders, operators and investors exploring the new D2C playbook across AI, growth, fundraising and consumer behaviour. 📅20 September | ⏰9 AM – 5 PM | 📍Gurugram Invite-only Limited seats available. Register now. Link in comments. Hitaysh Dhingraa | Damandeep Singh Soni | Nikita Dhingra | Pranav Obhrai | Naveen Jain | Vrishali Sinha | Seerat Bhatia | Mohit Rastogi | Vaibhav Kapoor | Rahul BM | Soniya Agrawal | Aditi Olemann | Rishabh Saksena
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Mohit Sadaani reposted thisMohit Sadaani reposted thisBuilding a consumer brand 10 years ago vs today, what really changed? When Mohit Sadaani started building The Moms Co., the D2C ecosystem was still finding its feet. The channels were different, the consumer was different, and there was no established playbook to follow. Today, after a decade of building and backing founders, Mohit has a unique perspective on what’s changed, what still matters, and what it takes to build a consumer brand today. He’ll unpack that journey at The Consumer Circle, alongside founders, operators and investors exploring the new D2C playbook across AI, growth, fundraising and consumer behaviour. 📅20 September | ⏰9 AM – 5 PM | 📍Gurugram Invite-only Limited seats available. Register now. Link in comments. Hitaysh Dhingraa | Damandeep Singh Soni | Nikita Dhingra | Pranav Obhrai | Naveen Jain | Vrishali Sinha | Seerat Bhatia | Mohit Rastogi | Vaibhav Kapoor | Rahul BM | Soniya Agrawal | Aditi Olemann | Rishabh Saksena
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Mohit Sadaani reposted thisMohit Sadaani reposted thisSome perspectives can only come from having sat on both sides of the table. Mohit Sadaani, Founder of The Moms Co and now an active investor, has seen the consumer ecosystem from both sides - building a brand from the ground up and now backing the next generation of founders. Hear from Mohit at The Consumer Circle on 20th September - an intimate gathering of founders, operators and investors shaping the future of Indian consumer. 🗓️ 20 September | Invite-only Presented by Consumer Collective by Atrium and Cashfree Payments. If you’re building the future of Indian consumer, we’d love to have you in the room. 🚀 Apply here: https://luma.com/w7nuc6rr #TheConsumerCircle #D2C
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Mohit Sadaani shared thisJoin this team. Great set of folks trying to scale up a much loved brand. Rooting for the team behind it now.Mohit Sadaani shared thisTo all the moms who took a break for a few years and pressed pause on their career -> It's the most beautiful period but also the most testing. To carry a child for 9M and then pour yourself into them day and night till they can walk on their own a little. And then to resurrect a career that had rightfully taken a backseat. We've acquired a wonderful 'Mom and Baby' brand that the founders had built with tremendous love. We now want to scale it with all the passion, investment and love that have scaled Bombay Shaving Company and Bombae. So if you are a mom, love building brands, and want to get back into the groove - write in to Archana at bombayshavingcompany dot com. ♥️
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Mohit Sadaani reposted thisMohit Sadaani reposted thisWe're excited to have Mohit Sadaani, Angel Investor and Co-Founder Moms’s Co, join us as a speaker for The Consumer Circle in collaboration with Consumer Collective by Atrium! 🎉 Mohit co-founded The Moms Co. and has since become an active angel investor, backing founders through some of their toughest calls. At DeVC, a fund built on the philosophy of "For Founders, By Founders," he brings entrepreneurs hands-on support from someone who's lived the journey himself. We can't wait for him to share his insights with us! 📅 20th September 📍 Gurugram Limited seats available. Register now. Link in comments. Hitaysh Dhingraa | Nikita Dhingra | Pranav Obhrai | Naveen Jain | Vrishali Sinha | Seerat Bhatia | Mohit Rastogi| Vaibhav Kapoor | Rahul BM | Soniya Agrawal | Aditi Olemann | Rishabh Saksena
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Mohit Sadaani shared thisWhy haven’t GLP-1s exploded in India yet? This is surprising, but I think it’s just early days for mass adoption of GLP-1s in India. Back in December, when I spoke to folks in the industry, everyone was waiting for: “Generics will launch in March at ₹2,000 and we’ll see a crazy boom.” Clearly, the market is moving slower than everyone expected. At the same time, when I checked with people in South Delhi and Mumbai, in January, the response was largely: “No one has considered Mounjaro.” Now it has moved to: “Everyone who can afford it is trying it, asking about it, or knows someone who is on it.” In fact, I'm still willing to bet that within 12 months, every serious pharmacist, doctor network, obesity clinic, premium wellness centre, and eventually even general healthcare player will have some GLP-1 pathway. Because the drivers are too strong: - Consumers will see other people getting thinner with what looks like relatively low effort - Solutions will emerge for “jabbing at home” - More doctors will get comfortable prescribing them - The stigma around GLP-1s will start to fade So this may start now as a “rich person losing weight” category. But it probably doesn’t end there. That is how a market like this will move - not in ads but seeing others around you eat different / lose weight / look better. Someone loses weight. Someone else asks. Then someone else tries. Then a doctor, pharmacist, or wellness clinic becomes the access point. And suddenly what felt like a controversial medical intervention starts to look like a consumer behaviour shift. With “health” becoming such a central topic for Indians, it’s only a matter of time before our worldview shifts from: “Khaate-peete ghar se hai” to “Health ka khayal rakhta hai.” From indulgence as status to discipline as status. Interesting to see how long it takes for the product → consumption → culture change cycle to play out in this case. #glp1 #weightloss #consumerbrands #healthcare
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Mohit Sadaani shared thisConsumer brands and healthcare will merge; and consumers will ask for more 'solutions' rather than 'products. 2 beliefs that I hold about where new-age brands will be built and when Radhika Agarwal spoke to me about her idea, I knew we had to invest! Fantastic to see the amount of work, the detail, and the consumer love already coming in for Neothera. Excited about the launch, and I'm sure it's the start of a brilliant new brand. 🤞Mohit Sadaani shared this“I treated my ACL tear with Volini spray” Or, “I treated my stomach ulcer with Eno”. Have you ever heard anyone say this? If you did, you’d likely give them a shake and take them to a doctor. Why? Because treating a deep-rooted condition or concern with something that gives you temporary symptomatic relief is delusional - and likely very risky. But we have been treating skin conditions this way for decades. Years ago, in India - I was prescribed gels and chemical peels for persistent adult acne. Recently in the US, my baby-niece was prescribed just creams for her eczema. This isn’t about one clinic, one country, or one condition. Our entire system to treat skin conditions is broken. Anything on the skin is seen as cosmetic. Attempting to treat it is seen as vain. But the skin is our largest organ - built by everything inside our body, affected by everything outside. It is a system that is impacted by our hormones, gut, environment, lifestyle and hygiene. With this north star in mind - today, we launch Neothera. A systemic approach to treating skin conditions: starting with our system to treat acne. Our 8-week acne care system - co-created with dermatologists, nutritionists and R&D scientists - begins at the root. 1/ Identify what specifically is triggering your acne. 2/ Build small, sustainable habits changes. 3/ Clinically tested formulations, designed for acne-prone, sensitive skin. 4/ Improve your nutrition, supplementation, and environment. 5/ Get answers + real-time insights 24x7, customized to your triggers. Not a quick fix. Not a tele-consult. Not a shortcut. This is diagnostics + nutrition + clinical formulations + behaviour + AI coming together to give you the acne treatment you deserve. LIVE NOW: neothera [dot] co Sanya | Rohang | Akanksha | Ishanya | Jayesh
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Mohit Sadaani shared thisFun conversation with Chirag Gupta and the team 4700BC.Mohit Sadaani shared thisAn insightful session with Mohit Sadaani, founder of The Moms Co., where he spoke about the baby steps involved in building a business and yourself. Turns out, once time and money are no longer your biggest constraints, discovering what motivates you next becomes a whole lot easier.
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Mohit Sadaani liked thisMohit Sadaani liked thisIntroducing my next play: LITLIFE, launching 15th Oct 2026. I’ve built in beauty before, and I knew exactly what I didn’t want to build: a brand that first makes someone feel small because of the problem, then sells them the solution. We have sophisticated routines for our faces, yet so much of the body still gets generic products, silence or shame. LITLIFE is zone-specialised, high-performance body care built for specific body zones, their concerns & the realities they live in. Chapter 01: Underarms/ LITPITS. For the last 12 months, we’ve been quietly researching, formulating, testing, rejecting & starting again when something didn’t clear our unusually obsessive bar. It has taken us 12+ months, 80+ vendors across India, Korea & China, and 100+ iterations to get to just 02 products. Along the way, thousands of consumer surveys reshaped far more than we’d anticipated. Underneath all the colour, culture & irreverence, there is one non-negotiable: highest possible standards on the inside, a lot more life on the outside. The name is personal, too. Exactly a year ago, last Sep, after losing my mother, I’d lost the will to live. Mamma came from absolute scarcity, but never let that decide the size of her life. She wanted everything maximised for me too. In her world, there was no shrinking or hiding. Building LITLIFE is one way some of her dreams keep moving through mine, while attempting to create a difference in the category & in the way people see themselves in the mirror. To me, LIT is the fire within. It can be loud or quiet, and it can look completely different for each of us. A life fully yours - exciting to live, excellent by your own standards, and exceptional in a way that feels uniquely yours - that’s a LITLIFE. A year ago, I couldn’t imagine this version of my life. Today, on my birthday, I get to share it with you. There’s a lot more behind what we’re building - the products, the science, the category, the culture, and all the decisions that got us here. I’ll share those over time. DON’T SHRINK. DON’T HIDE. STAY LIT. 🔥
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Mohit Sadaani liked thisMohit Sadaani liked thisTaking a deep breath as I write this. The Upside publicly launches today. Our reason to exist: To change how you feel about rest, how you feel in your nervous system and most importantly, how you feel about yourself. I've been building The Upside for 15 months, actively troubleshooting my recovery patterns for about 2.5 years, and was obliviously destructive to my own recovery for the 10 years preceding that. What makes this build so special is that the journey back to finding myself was also the journey that gave me the energy to build again. We made some calls most brands in this category won't. Efficacy without sedation. And a consumer experience we refused to compromise, in the form, the formulations, and how we show up. We went cross-category too, because the Nervous System doesn't respond to a single lever, and because real life (busy, imperfect, interrupted) asks for Rituals that keep you grounded, not just formulations that work on paper. So 5 supplements: for Falling Asleep, Staying Asleep, simply Sleeping Deeply, managing Hormonal changes, and modulating and strengthening Daytime Stress Response. A multi-pathway, synergistic approach because the body works like an orchestra - each part beautiful on its own; but in sync, it is something else entirely. There's a feeling when you regulate, rest easy, recover well. A feeling of coming back to yourself. That feeling is The Upside. Link below. Abhishek Anand Gurvir K Sakshi Agarwal Shovna Tripathy Vishal Agarwal
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Mohit Sadaani liked thisMohit Sadaani liked thisOn paper, we had all the attributes of a company that would fail. We had a solo founder for most part, a category that did not exist, and both demand and supply to create from scratch. The disbelief kept me going. Every doubt forced us to find an answer. When we started Rentomojo, friends asked, “Who will fund the products and who will rent them?” We created the “Power Owner” model, raising money from friends and family to finance our assets. Then we were told people would never rent furniture and appliances. During our first equity round, a reputed furniture player told Accel and Chiratae that we might, at best, reach ₹50 crore in revenue. Today, we are at a nearly ₹390 crore annualised revenue run rate, serving 2.5 lakh+ subscribers and displacing around ₹1,200 crore of annual purchases. Then came doubts about leadership. Many were fair - I was still growing as a leader, and I still am. Several founding colleagues, including Gautam Adukia , contributed deeply before moving on. But the belief remained. We rebuilt. Today, we are 2,500+strong, with Hakim Ujjainwala Prabhat Verma , Akash Jangid , Ketan Krishna Rohan Kulkarni and many others as our backbone. Then came COVID. A four-month path to profitability became a four-month runway. A $25 million term sheet was withdrawn, and many moved on. Those who stayed - including Ketan ,Rohan, Rishu Shivendu and Anurag rolled up their sleeves We survived, emerged stronger Thank you, Accel, for backing us with $1 million then. It was more valuable than many larger cheques written earlier by them Many believed the profitability would not last. We have now been profitable for four years and counting. After our first profitable year, many thought we had peaked. Some understandably left or sold their shares. A fair decision then imo. We are all geniuses in hindsight :) Since then, we have grown nearly four times and listed at around ₹4,250 crore. Our ₹1,200 crore IPO received bids worth nearly ₹62,000 crore. The line between a fool and a believer is often visible only in hindsight. Belief is not knowing you will win. It is building when there is no evidence you will. It is staying when leaving would be easier. It is giving multi-crore personal guarantees with 40+ lenders to repay. And this belief was never mine alone. Thank you to Chiratae Ventures for discovering us Edelweiss and ValueQuest for rediscovering us; Rajeev Chitrabhanu for believing early. Tulika for her unwavering support and giving me Abeer, our two-month-old son, and Googal, our five-year-old pet : all are my world. To my bhaiya, @Gaurav bamania, without whom I cannot imagine this journey; my father, my inspiration; and my selfless mother my creator to whom the price ticker makes no difference. The IPO belongs to the journey we completed. One million subscribers belong to the journey we begin now. Back to building. ❤️
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Mohit Sadaani liked thisMohit Sadaani liked thisI walked around aimlessly in circles for 2 hours… in the waiting area of a clinic…. . . Felt like I was making a fool of myself and everyone else was staring at me. I finished my 10k steps and burnt through 300 cals. Alternate would have been whiling away 2 hours of Instagram reels or linkedin Gyan - both leading to nothing! Still embarrassed that I did this but feeling a bit accomplished ! Maybe someday we can normalise this and maybe the waiting areas should have walking pads or massagers to take us away from screens Ps: typing this while still continuing to wait and walk for next goal and treating myself to screen time ;)
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Mohit Sadaani liked thisMohit Sadaani liked thisThoughts at 2:59AM on Friday night The last time I updated my Linkedin bio was in 2021 and it still says "sharing hits & misses of building a winning brand from scratch". I've shared a lot of the hits & learnings over the years but the last 24 hours have pushed me to a point where I need to either live up to the claim I make in my bio or quietly change it in the dead of the night. For better or for worse, let me attempt the former. On Friday morning, everyone's favourite business news outlet reported on our latest fundraise - except that the focus was squarely upon one single metric. A decline in valuation of our company. While the print article was careful enough to word the title as "value may melt" - the online headline was a doomsday-declaring "valuation to crash". The pressure of selling subscriptions must be real - but, that's fine - I guess everyone's just doing their job. Which brings us to ours. What exactly is Vineeta and my job? To delight our customers with best-in-class products and purchase experience. To scale SUGAR and our other brands to it's full potential. To build a world-class organization with world-class professionals. To generate superior returns for our investors and channel partners. Have we, at all times, managed to do all of the above? No, we have not and there's no glossing over that fact. But what else is our job... Maybe, at times, to take calls that may be perceived as risky and "biting off more than you can chew"? Definitely, to ensure that full-time employees and beauty advisors never face delays in their monthly earnings. And strangely enough, to browse through 1,200+ tweets on a trending topic that seems to have become a troll fest and yet, keep our mind focused on the glorious possibilities ahead. It's all good. All a part of the game. A game we willingly signed up for 14 years back. And now, there's no turning back. What we have now: Renewed commitment from our largest shareholders right before festive season, a team that has walked through hell with a smile and above all else - a deep burning desire to make up for lost time. What we do not have now: Any excuses. To the many news outlets who have reached out to us with "tell us what exactly happened" queries, there's an article on The Morning Context from a little while earlier that I had hoped nobody would read. It has most of the story you want to know. To the fellow builders from the pre-Covid era who reached out after reading the news - thank you, we'll keep building through good times and bad. And to all the glorious new startup founders who have followed my posts earlier, maybe there's a lesson in this too. Never let anyone else decide When it's time for you to quit trying. _________________________________________ कर्मण्येवाधिकारस्ते मा फलेषु कदाचन । मा कर्मफलहेतुर्भूर्मा ते सङ्गोऽस्त्वकर्मणि ॥ - Chapter 2 Verse 47 of the Bhagavad Gita _________________________________________ Onwards. p.s. It's 4:20 AM now - well, that took a while but at least I get to keep my bio :)
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Mohit Sadaani liked thisMohit Sadaani liked thisThe headlines are exaggerated, but not wrong. We did raise a round. It was at a haircut to our peak valuation. We're back to building. I'm truly grateful for all our customers, partners and friends who have been messaging in solidarity, but Kaushik Mukherjee and I are not getting pulled down by the criticism on social media. When you get more than your fair share of the applause, you have to be ready for the boos when you make mistakes. It's part of the deal, and we did sign up for it :) My team and I are back in the arena and I'm taking the liberty to reword Roosevelt for them as I always do: The credit belongs to the woman/ man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again; but who, if she/ he fails, at least fails while daring greatly. Picture abhi baaki hai…
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