Decoding iMumz’s Marketing Playbook: A Wellness Brand Built on Empathy

iMumz is a holistic wellness platform launched in 2019 by Ravi Teja Akondi, Mayur Dhurpate, and Dr. Jaideep Malhotra, designed to support women throughout their fertility, pregnancy, and postpartum journeys. Backed by doctors and Ayurvedic experts, the app provides personalized care programs that include meditation, yoga, nutrition, and live expert sessions.

With over 2 million downloads, iMumz has become a trusted name in maternal wellness, helping new moms prioritize their health through science-backed, mindful care. Their impactful vision was also recognized on Shark Tank India Season 2, where they secured a deal and gained nationwide attention for revolutionizing pregnancy wellness in India.

Brand Core Shift

For years, iMumz has been recognized as a trusted pregnancy support app, helping expectant mothers with expert guidance, wellness resources, and community support. But as women’s needs evolved, so did the brand’s vision.

Instead of limiting itself to pregnancy alone, iMumz began a strategic repositioning to become a personalized wellness companion for every stage of motherhood, right from fertility and conception, through pregnancy, and into postpartum recovery and care.

This repositioning reflects a holistic shift in identity: from being seen as a one-time utility app to being embraced as a long-term partner in a woman’s motherhood journey.

Social Media Strategy

To reflect this new identity, iMumz adopted a comprehensive social media approach aimed at education, community-building, and emotional connection.

Platform Focus

• Instagram became the hub for visual storytelling. From expert-led reels and wellness tips to authentic testimonials from moms, it served as a relatable space where women could see themselves and their journeys reflected
• YouTube allowed for deeper conversations. Long-form videos featuring expert talks, pregnancy care routines, guided meditations, and real mom stories provided credibility and a trusted source of knowledge
• Facebook Groups created safe community spaces where mothers could engage in discussions, share personal struggles, and participate in live Q&A sessions with experts. This direct interaction made iMumz feel more like a community than an app

Visual & Tone Rebranding

To make the repositioning clear, iMumz underwent a visual and tone refresh. The new identity leaned into calming pastel shades like sage green, blush pink, and off-white - colors that represent wellness, safety, and trust.

Typography shifted to rounded, approachable fonts, creating a sense of warmth and inclusivity. The brand voice was redefined as:

• Friendly and supportive - making users feel cared for, not judged
• Empowering rather than instructive - guiding mothers to take ownership of their health
• Empathetic and inclusive - recognizing that every woman’s journey is unique

This rebranding ensured that every post, video, and campaign carried the same underlying message: “We’re with you, every step of the way.”

Engagement Strategies

iMumz designed content formats that were not just informative but interactive and engaging.

• Polls and Quizzes such as “What’s your body type according to Ayurveda?” made learning fun while sparking curiosity
• Giveaways with mom influencers expanded reach, creating opportunities for more women to discover the app
• Instagram Guides offered easy-to-save weekly routines, meal plans, and mental wellness tips, becoming quick reference resources for mothers
• 21-Day Challenges, like the “Mindful Motherhood Challenge,” encouraged habit-building and consistent engagement with the brand
• User Features such as “Mother of the Month” or “Wellness Warrior Stories” highlighted real moms’ journeys, creating emotional resonance and strengthening community bonds.

Influencer & Expert Collaborations

Recognizing the power of authentic voices, iMumz partnered with micro-influencers, doulas, Ayurveda coaches, and wellness experts. These collaborations allowed the brand to reach women through trusted sources of advice rather than traditional ads.

For example:

• Instagram Lives on topics like C-section recovery, PCOS management, or postpartum anxiety provided expert insights while giving moms real-time opportunities to ask questions
• Co-created content like “What I Wish I Knew Before Pregnancy” gave mothers relatable, heartfelt advice, bridging the gap between clinical expertise and lived experiences

These partnerships positioned iMumz as credible yet approachable - a platform where expert knowledge meets real-life stories.

Campaign Ideas

To reinforce its repositioning, iMumz conceptualised campaigns that celebrated the full motherhood journey:

• #BeyondPregnancy: A campaign to highlight that iMumz is not just about pregnancy, but about the entire cycle of fertility, pregnancy, and postpartum wellness
• #MyiMumzJourney: Encouraged users to share their personal stories with the app, adding authenticity and user-driven credibility to the brand
• “Dear New Mom” Series: A heartfelt content series where experienced mothers wrote letters of advice, encouragement, and empathy to new moms - creating a circle of support within the community

Content Pillars

Metrics to Measure Success

• 📈 Engagement rate growth (likes, comments, saves)
• 📱 App installs via social referrals
• 🎥 Video views and shares across reels and short-form content
• 💬 Story replies & sticker taps (polls, quizzes, Q&As)
• 👥 Community group growth & retention (especially on WhatsApp and Instagram)
• 🔁 Conversion rate from social media to app downloads
• 💰 ROAS (Return on Ad Spend) from paid campaigns on Instagram and Google Ads
• 📊 Key KPIs like session duration, user retention rate, cost-per-acquisition (CPA), and click-through rates (CTR)

From Promise to Progress: The Real Impact of iMumz

• Over 1 million app downloads with consistently high user ratings
• Helped thousands of mothers reduce stress during pregnancy through personalized care and expert guidance
• Built a loyal and active digital community across the app and social platforms
• Achieved strong referral-based growth, driven by user trust and satisfaction
• Generated high engagement on social media through real user stories and doctor-led content
• Recognized as a trusted wellness companion for modern, mindful moms

What Made iMumz Stand Out in the Motherhood Space

• Personalized, expert-led pregnancy care through the app
• Strong mobile-first and digital strategy for consistent user engagement
• Engaging community of mothers via social media and WhatsApp groups
• Trusted influencer and doctor collaborations to build credibility
• Effective content marketing through blogs, reels, and SEO
• High user satisfaction and strong referral-based growth

What Needs Improvement: iMumz’s Missed Opportunities

• Low awareness in Tier 2/3 cities and non-English-speaking audiences
• Weak offline presence (clinics, hospitals, and traditional healthcare networks)
• Repetitive content in an increasingly competitive space
• The app is slightly complex for first-time users or less tech-savvy moms
• Limited focus on postpartum and baby care support