For most soon-to-be moms, the maternity checklist includes onesies, bottles, bassinets, and maybe a crash course in lullabies. But in 2020, when Gayathri Kanumuri, a former software developer, gave birth to her daughter, she discovered something no one had prepared her for: breastfeeding was hard. Hard.
And that wasn’t on any checklist.
Faced with physical pain, emotional exhaustion, and (surprise!) a generous helping of guilt and pressure from those around her, she hit breaking point just three weeks in. But instead of quietly giving up, she chose to fight the system by fixing it.
Enter: NariCare 🍼🚀
From Coding to Cradling a Startup Idea
Gayathri, an alumna of the University of Southern California, had been thriving in the U.S. tech world. Life was spreadsheets, code, and climbing the corporate ladder, until motherhood rewrote her algorithm.
And it wasn’t the night feeds that got her. It was the overwhelming amount of misinformation, lack of proper support, and the isolating struggle of breastfeeding.
Frustrated and determined, Gayathri did what any driven ex-developer-mama with compassion in her veins would do: she built a solution.
What is NariCare and Why Is It So Special?
Launched in 2022, NariCare is a support platform for new and expecting mothers. But it’s not just a website with pastel colors and parenting tips; it’s a game-changer for how breastfeeding is talked about and supported.
Here’s what NariCare offers:
– 🤝 1-on-1 Lactation Consultations with certified experts
– 📱 A dedicated WhatsApp group for daily questions and real-time guidance
– 💬 Unlimited text support (because new moms need more than 9-to-5 help)
– 🥗 Nutrition consultations for moms during postpartum
– 🧘♀️ Postnatal yoga & core rehab sessions
– 🧠 Mental wellness workshops
– 😴 Newborn sleep guidance (yes, please!)
Oh, and don’t expect dry lectures, this is real-world support, made by someone who’s been in your soggy pajamas at 2 AM.
What Sets NariCare Apart? It’s Personal.
Gayathri didn’t build NariCare from a boardroom. She built it from her bedroom, often with a burp cloth on one shoulder. Every part of the platform stems from something she personally needed, but couldn’t find.
From debunking outdated myths to guiding moms through painful latches and supply drops, NariCare is that wise, non-judgy best friend every new mom deserves.
Today, the platform has helped over 400 mothers in India, the US, Canada, and Australia. That’s 400 crying babies not being handed formula out of frustration. That’s 400 mothers feeling heard.
And counting.
Breaking Breastfeeding Myths, One DM at a Time
Let’s talk about common breastfeeding nightmares:
– 😖 Cracked or bleeding nipples? Yup.
– 😓 Low milk supply anxiety? All the time.
– 🚫 Flat or inverted nipples = can’t breastfeed? FALSE.
– ⚡ Oversupply with painful letdown? Too real.
NariCare’s job is to take all that chaos and turn it into calm. Through education, reassurance, and community, it helps moms go from “I can’t do this” to “I got this.”
And unlike most businesses, NariCare isn’t obsessed with sales funnels and vanity metrics. Gayathri’s motto?
“Make a genuine impact. Educate. Empower. Repeat.”
Pricing with Purpose, Not Pressure
Gayathri could’ve priced NariCare like a luxury spa service (because honestly, it feels like one). But instead, she kept it accessible.
The three- and six-month programs range between ₹4,500 and ₹10,000, and offer everything from lactation consults to holistic postpartum wellness.
Plus, moms in the NariCare community get access to free resources and peer support groups, making it one of the most inclusive platforms in the country.
The startup is currently at break-even but is working on scaling with clinics and hospital partnerships. Impact first. Revenue second.
A Startup Built on Empathy, Backed by Excellence
Despite its humble beginnings, NariCare is making noise in the best way possible.
🌟 It was recently named one of the Top 15 Startups (out of 269!) at IIM Bangalore’s NSRCEL Women Startup Program.
💪 Gayathri is also a GPBF Fellow, bringing her strategic, socially-driven lens to maternal health innovation.
Not bad for a mom who once cried into her breastfeeding pillow, wondering if she was “doing it wrong.”
Challenges Along the Way? You Bet.
Starting a maternal-health startup in a society that thinks “breastfeeding is natural, what’s the big deal?” is…well, tough.
Throw in the cultural shame, online trolls, medical myths, and the constant battle for visibility (without clickbait), and you’ve got an uphill climb in a saree.
But Gayathri persisted. She bypassed conventional marketing and focused on community-building through raw, honest, and expert-backed content on social media.
And it worked.
What’s Next for NariCare?
🚀 Tech-enabled support systems
🏥 More institutional collaborations
📚 Better education for partners and families
🎯 Reaching 10,000 mothers by 2026
And yes, Gayathri still replies to DMs from struggling new moms herself. No ghosting here.
Final Thoughts: When Support Becomes a Startup
Breastfeeding is natural. But it’s not automatic.
And that’s where NariCare steps in. It doesn’t shame, pressure, or boss around; it educates, supports, and uplifts. The way Gayathri wished someone had done for her.
With an evidence-based approach, a heart full of empathy, and a deep understanding of what new moms go through, NariCare is helping women rewrite their postpartum story, one latch, one baby, one mom at a time.
From a software developer to a maternal health champion, Gayathri’s journey isn’t just inspiring, it’s game-changing.
And if her story teaches us anything, it’s this: When a mother is supported, a generation thrives. 💪💗
Follow their journey: NariCare
