Former Lazada co-CEO launches consumer goods brand Mama's Choice in Indonesia

Former Lazada Indonesia co-CEO Duri Granziol has launched consumer goods brand Mama's Choice in Indonesia with plans to expand across Southeast Asia. The brand seeks to appeal to expecting and new mothers by providing safe, halal and natural personal care products at an affordable price point.With the slogan “Sincerely safe, for Mama & baby”, Mama’s Choice offers Halal-certified products made with natural ingredients that are safe for use during pregnancy and while breastfeeding. In a statement to Marketing Interactive, a spokesperson said as part of its promotional efforts, Mama's Choice has launched two campaigns through YouTube videos, long-form articles and social media posts.Though the #CeritaJujurMama campaign, the brand is building a positive community where young mothers feel free to share and receive advice. It aims to gather "honest stories" and "coping strategies" from mothers and young opinion leaders about how they overcome various daily issues and doubts. The #PilihanAmanMama campaign, on the other hand, gathers contributions from lactation consultants, dentists and nutrition experts to educate mothers how to make safe choices, from food, to massage and personal care products.They were developed in-house in cooperation with its digital consultants from Marketyze, according to the company's spokesperson.It has unveiled three products - toothpaste, mouthwash and stretch marks treatment cream - at Central Department Store in Grand Indonesia and its new flagship stores on JD.id, Shopee, Lazada and Tokopedia. However, the company plans to expand to more markets across Southeast Asia, commencing with Thailand within the next 12 months."Most mums are overwhelmed with all the choices and don’t want to spend their time reading through all the chemicals that are in most household products, which is why it is our mission to source only the best, safest ingredients to ease the minds of mothers and empowering them to focus on the beauty of their growing family," said Granziol, who is now the CEO of Mama’s Choice.Rahne Putri, head of branding at Mama’s Choice added that the brand will also develop products that are not only for personal care, but also for household and baby care in the future. “In every product development, we always involve experts and also pregnant and nursing women. Until now, more than 13,000 mothers have been involved,” she said.Mama’s Choice recently also held a talk show at Central Department Store, where influencer and mother Nina Zatulini and breastfeeding counsellor Annisa Oktantiani shared tips on how to choose safe products when pregnant and breastfeeding.