Jakarta, February 21, 2025 – Mama’s Choice, a leading brand of high-quality products for mothers and families, is proud to announce its partnership with Mensa Binasukses (MBS) as the official distributor in Indonesia. This strategic collaboration aims to expand the availability of Mama’s Choice products across Modern Trade (MT) and pharmacy channels, reinforcing Mama’s Choice’s commitment to reaching more Indonesian mothers and families.

With over three decades of experience, MBS is one of Indonesia’s premier pharmaceutical distribution companies, operating 28 branches nationwide. Their deep expertise in distribution and import services for pharmaceutical products, medical devices, cosmetics, and consumer goods—particularly mum-and-baby products—aligns perfectly with Mama’s Choice’s values. 

Building on its strong foundation in both offline and online operations, Mama’s Choice aims to further expand its reach across offline commerce throughout Indonesia by leveraging MBS’s extensive distribution network. This partnership will significantly strengthen Mama’s Choice’s offline capabilities, ensuring high-quality, halal, natural, and safe products for mothers and families are more accessible nationwide. With MBS’s proven track record and operational expertise, this collaboration is set to bring Mama’s Choice closer to fulfilling its mission of supporting Indonesian mothers and their families.

Roshni Mahtani Cheung, CEO of Mama’s Choice, expresses, “We believe this partnership will not only help us reach more mothers and families but also enhance the overall shopping experience for our customers. With MBS’s extensive network and operational expertise, we’re poised to create even more value for our customers while further cementing our leadership across both offline and online channels.”

This partnership focuses on enhancing supply chain efficiency and distribution capabilities to overcome logistical challenges, ensuring that Mama’s Choice’s maternity care, breastfeeding care, and baby and toddler products—especially best-sellers such as Mama’s Choice Feminine Hygiene Wash, Stretch Mark Cream, Gentle Face Wash, Baby Daily Nourishing Face Cream, and Baby Strawberry Toothpaste—are more accessible to consumers. With a stronger presence in key Modern Trade (MT) and pharmacy channels, such as supermarkets, modern pharmacy chains, and other premium outlets, customers will benefit from faster and more efficient delivery, making Mama’s Choice products available across a wider range of areas and channels.

“With this partnership between Mama’s Choice and MBS now official, we hope to bring Mama’s Choice and its products even closer to mothers, creating a more meaningful experience for them throughout their motherhood journey,” said Donny Wardono, Chief Commercial Officer of Mama’s Choice.

The partnership between Mama’s Choice and MBS marks a significant step in the company’s efforts to expand its reach and deliver exceptional products to more Indonesian families. With the agreement signed on February 11, 2025, both companies are optimistic about the future of the collaboration and the positive impact it will have on consumers.

Through this new partnership, Mama’s Choice and MBS are poised to make a significant impact on the Indonesian market by expanding access to safe, halal, and high-quality products for mothers and families. With MBS’s extensive distribution network and Mama’s Choice’s trusted product line, Indonesian families can look forward to even greater availability of essential products that support the health and well-being of both mothers and their families.

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About Mama’s Choice

Mama’s Choice is committed to giving mamas peace of mind and empowering them to make the best choices during their early motherhood journey. We believe that all mamas deserve access to personal care and treatment products that are safe for them and their little ones right from the first trimester. Tested in Singapore and Halal-certified by MUI in Indonesia, our products are thoroughly designed to suit mamas’ and children’s needs and are free from harsh chemicals such as parabens, triclosan, phthalates, alcohol, fluoride, and sodium lauryl sulfate. We hold ourselves to a high standard of testing and transparency for all of our products, which are and always will be naturally safe for mama and baby.

For more information, please visit: https://mamaschoice.id/  

Mama’s Choice is owned and operated by The Parentinc, Southeast Asia’s leading mum and baby consumer goods company headquartered in Singapore, and focused on building content, community, and commerce platforms and products for expectant women, parents, and young children in emerging markets. The Parentinc investors include: Vertex Ventures, Central Group, East Ventures, Fosun International, JD.com, LINE SEA Corp., Mirae Asset, Naver Corporation, and SCB 10X.