For mother and child

Diane Mariechild, once famously said, “A woman is the full circle. Within her is the power to create, nurture and transform.” There is nothing that a mother can’t do. And when mothers come together they probably become a driving force to make motherhood an amazing and easy experience. 

Recently, Baby Destination — a forum for mothers, was chosen for Facebook Community Leadership Programme. Here’s catching up with Tamanna Dhamija, co-founder and CEO, Baby Destination, to know more about the community and the work they are doing for mothers. 

Dhamija explains that when she became a mother a few years ago she realised that many people around her had several ideas and advice about babycare, however, she did not know which to pick. “Being a mother, I know what other mothers go through, which is why I decided to establish Baby Destination — a community of new-age mothers who find solace and comfort in connecting with each other on a platform and also learn through experiences from others who have gone through similar situations,” she says. 

In short, Baby Destination is helping develop a network of new and to-be mothers where they can share doubts, ask questions related to the baby or find help that they need and most importantly, learn from personal experiences. “The forum lets mothers connect with all mothers who want to find answers to queries during motherhood, which in itself is an overwhelming journey,” says Dhamija. 

When asked how does the forum work, she says that Baby Destination, which reached half a million conversations in the last month, is driven organically through its  dedicated groups on Facebook, WhatsApp and the website. Other than engaging in conversations that settle the doubts of mothers, the forum also holds a number of offline activities for the betterment of mothers and babies. Offline meet-ups, which consists groups of mothers, a volunteering moderator and an expert, are initiated every month across various regions and demographics in India. Also, WhatsApp and Facebook have discussions on most coveted and desired topics on a day-to-day basis. 

They also organise workshops in association with hospitals related to issues on women and childcare. Dhamija points out that Baby Destination is also associated with trusted and established brands like Philips and aid in creating awareness on areas such as breast pumps through campaigns like Breast Milk Donation Campaign.

Becoming a part of the forum is simple. One simply has to register online either through Facebook or the website and find the local group in their area from the list after which they can log in and share queries and their experiences and give suggestions. When asked what is the most challenging part of being a mother in today’s world, Dhamija says, “There are external factors that make motherhood difficult, because there is a constant urge to be the perfect mother that society expects which is the most challenging part and is also the reason why a few women become extremely stressful and don’t enjoy motherhood the way they should.” 

Baby Destination believes in understanding the sentiments, whether it is of brands or mothers. Being ‘the voice’ for brands, and helping them to address a greater cause of connecting and aiding mothers is what it strives to achieve each day. It consists of an energetic team of 40 members, and makes sure that each of them work towards building a strong community of mothers, connected by hearts!

Having been selected for the Facebook Community Leadership Programme, Baby Destination aims at reaching more and more mothers not only in urban areas but also in villages and semi-rural areas so that they are able to add value to their lives. Baby Destination today connects over 10 million mothers monthly with more than 500,000 conversations being exchanged on a monthly basis. The brand has also ventured into content in regional languages. With the help of deep data insights, it has been able to attract mothers from varying demographics who happily participate in the community daily.