When Rahul Mourya was working for a multinational pharmaceutical company, he realized that little was being done to address expectant and new mothers’ basic needs. So in 2018, along with Soma Chakraborty and another co-owner, he started Mommy Cuddle, a Kolkata-based company that offers a range of utility-focused, comfortable, and affordable maternity essentials that address the needs of women.

“There are increased responsibilities and it can be stressful,” says Rahul of becoming a new parent. “Mommy Cuddle wants to play a small part in making this time easier.”

Mommy Cuddle started using the WhatsApp Business app in November 2018 for both supply chain management within the organization and to communicate with customers.

"There is no channel faster and more accessible than WhatsApp"

"We wanted to be available to our customers but not intrusive in real time, and there is no channel faster and more accessible than WhatsApp," says Rahul.

They use the WhatsApp Business app to get quality specifications of their fabric approved, update end of stock with the team, print labels for final packaging, and more. Their average response time through WhatsApp is 30 seconds. Rahul says that with the WhatsApp Business app, the labels are readily available on the phone and the printout is ready within seconds. Their customers also find this mode of communication useful, and this has improved customer relationships.

"We have seen tremendous improvement in our systems and increased efficiency in our supply chain post WhatsApp adoption," says Rahul. Their lead time for packaging has improved by almost 30 percent.

Mommy Cuddle believes in making a difference. Two percent of whatever customers pay goes towards the treatment of children suffering from thalassemia, and their focus remains on improving mothers’ quality of life.

"The lives of soon-to-be mothers and new moms are now simpler and a lot less stressful with our premium fabric that pampers, while being light on the pocket," says Rahul.