Baby and Kids products market is filled with unhealthy and toxic products. Educated and aware parents are in a constant lookout for healthy and sustainable products and brands. The Indi-Mums is an effort to create a go-to brand for these parents. Its novelty lies not only in the product it makes, but also in its partnership with mum-entrepreneurs who are the creators of these products. The products and the brand is a refection of these real mothers and their real stories.