What can poverty teach someone? “A lot,” says Padmini Janaki, 33, founder and CEO of Mind & Mom, a health tech firm that has helped over three lakh women on their fertility journeys since its inception in 2021. Growing up as the daughter of a single mother who worked multiple jobs―from selling flowers on the streets to being a salesgirl in garment shops―Padmini credits Janaki with instilling in her the fundamentals of entrepreneurship.
“My mother had to figure out so much just to pay my school fees and [to meet household needs],” she recalls. “We had to find solutions for everything, which fostered an entrepreneurial mindset. For instance, during festivals, we would think about where to put our stalls to sell flowers. My mother always found ways to make things work. This taught me invaluable entrepreneurial skills. My friends in school also were not wealthy, but they were incredibly street-smart and resourceful.”
Padmini says she has always been passionate about technology and helping women. Through her initiative Frozen Tomato, which she founded in 2012, she has helped poor single mothers get jobs. She founded Mind & Mom after a six-year stint with PayPal. “I come from a tech background, and solving problems with technology, especially AI, fascinated me,” she says. “Helping women in their careers―particularly those transitioning back after a career break―became a personal mission. I was doing it constantly. So, I took a step back and analysed my passions. I realised that two things came naturally to me: being part of women’s journeys and working with technology. Combining these passions led to the creation of Mind & Mom.”
The core concept of the company initially raised several eyebrows, given that India is already the most populous country. “For many women in India, having a baby is a natural choice. But sometimes it does not happen, whether due to PCOD (Polycystic Ovarian Disease), male partner issues, or other reasons,” she says. “These women often try multiple options, spending significant amounts of money.”
Padmini notes that some people question why, in a country with such a large population, people don’t just adopt or get a dog instead. “But when you are the one facing the problem, it is not that simple,” she says.
Mind & Mom leverages artificial intelligence, data science and behavioural science to offer personalised guidance, support and education to clients. Women begin with the startup’s virtual fertility coach, which tells them natural pregnancy methods tailored to their age and lifestyle. The company reports that about 10 per cent of users conceive within 60 days. For those who don’t, a 90-day fertility boot camp is available, focusing on mental, physical, and nutritional health with expert guidance. If necessary, clinical intervention is suggested, including free checkups and tests, with doctors at M&M-powered fertility clinics guiding them.
“I wanted to support women in whatever choices they make, whether it is deciding not to have a baby in their 30s, exploring egg-freezing options, managing PCOD or considering alternatives to IVF,” says Padmini. “As a virtual partner, we have helped women across India, offering a non-judgmental space for them to explore their options. But I realised that seeing a doctor in person is a completely different experience. That is why we expanded into the clinic space as well.” This new brand of physical clinics―currently only in the southern states―was named LIVF, and became a subsidiary.
Nafeeza (name changed), 32, had been trying to conceive for over two years when she first visited a LIVF centre after attending an educational event on PCOS (Polycystic Ovarian Syndrome). At the centre, she underwent a comprehensive assessment, and her personalised treatment plan included lifestyle modifications as well as medication to induce regular ovulation and to manage other symptoms. Mind & Mom provided regular monitoring and adjustments to optimise her treatment, along with emotional support for Nafeeza and her husband. After several months, her menstrual cycles became more regular, her hormonal imbalances associated with PCOS improved, and she successfully conceived.
Notably, the first version of the Mind & Mom app was a period-tracking tool, initially focusing on users in Tamil Nadu. Padmini used her resourcefulness to give the app its initial boost. “In 2021, when we started, we did not have much funding to spend on Google or Facebook ads. In south India, especially Tamil Nadu, it is common for people trying to conceive to offer a Krishna thottil (a cradle) at temples. So, our first campaign involved being present at these places with placards featuring our app’s QR code, reaching out to those making the offering. So, it was a campaign with zero investment.”
Next, Padmini’s team began visiting fertility hospitals and clinics, and encouraging patients to download the free app. “We did this for almost six months, but it was not sustainable,” she recalls. “What worked for us was leveraging corporate connections. As I come from PayPal and had a strong LinkedIn following, I offered free talks on women’s health at various companies, even bringing in a doctor for the sessions. The only thing we asked was for employees to download our app and use our free services. This approach helped us gain our initial downloads.”
Padmini also notes that from the start, Mind & Mom has focused on scalability and sustainability. “That is why we began as a digital-first health company―because it is virtual. Even with our in-person clinics, we aim to keep them as asset-light as possible. Nearly 70 per cent of our hospitals and assets are underutilised. With so many existing hospitals and medical colleges, we are not planning to build anything new or reinvent the wheel.”
As Mind & Mom is not investing a lot in physical infrastructure, she says, it helps reduce costs by around 50 per cent when it comes to fertility treatment.“And the patients are also happy,” says the entrepreneur, adding that she is fast expanding the service to various parts of India.