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Build for Southeast Asia's families.
We're always looking for people who care about parents as much as we do.
See careersAbout us
Made by parents, for parents.
Our mission is to help families have healthy pregnancies and raise happy, healthy and confident children.
Our story
From 1,000 articles to Southeast Asia's largest parenting platform.
The Parent Inc is a parent-tech company headquartered in Singapore. It started with theAsianparent, a place for parents to find trusted answers and each other, and grew into a parenting app used by 20M people across Southeast Asia.
We believe every parent, no matter where, deserves the right information. So we built a community, then the brands to match what parents actually need.
Listening to millions of parents showed us what families needed next. So we built our own brands, Mama's Choice and Little Rei, brought global brands to the region, and joined forces with Motherswork, a premium mum and baby retailer since 1998.
In Roshni's words
“I started my company when I was 25 years old and people did not take young Asian women seriously back then.”
“So, I decided to write it myself and penned the first 1000 articles on theAsianparent!”
“The biggest blocker, in truth, is being heard.”
Milestones
How we got here.
- 2009Roshni Mahtani Cheung starts theAsianparent, writing the first 1,000 articles herself
- 2015Series A with Vertex Ventures; theAsianparent expands to five Southeast Asian countries
- 2017theAsianparent grows into a trusted parenting content and community platform across Southeast Asia
- 2019Series C with strategic investors including JD.com
- 2019Launches Mama's Choice, our first direct-to-consumer brand
- 2020Launches Project Sidekicks to reduce stillbirths and support grieving parents
- 2022Series D led by East Ventures, with Central Retail joining; Webtretho joins the group in Vietnam
- 2023Motherswork joins the group
- 2024Motherswork launches in Vietnam; Little Rei launches
- 2025Mama's Choice sells 3.4M+ units in a year
- 2026Little Rei launches its diapers
What we believe
Healthy families make a better world.
- What
- We connect parents with fellow parents, experts and brands.
- How
- By empowering families with knowledge, technology, products, services and income opportunities within a trusted community.
- Why
- Because we believe healthy families make a better world.
How we deliver it
- Tools
- Pregnancy, baby-development, feeding and sleep trackers; a kick counter; and Healing Mode, a recovery guide for grieving parents.
- Content
- Articles, video, audio and infographics; community conversations across app, social and messaging; expert webinars.
- Products
- Award-winning stretch mark, nipple and diaper rash creams, plus a disinfectant in Singapore: halal, safe and natural.
- CSR
- Project Sidekicks: promoting healthier pregnancies and supporting parents grieving a stillborn baby.
- Income opportunities for parents
- Brand campaigns, influencer marketing, paid surveys, content contribution and selling our products.
Where parents are.
Leadership
Made by parents, for parents.
Every one of our leaders is a parent. We build for families the way we'd want someone to build for ours.
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Roshni Mahtani Cheung
Founder & Group CEO
In the first Obama Foundation Leaders Asia-Pacific cohort (2019) and Singapore's inaugural 100 Women in Tech (2020). A regular judge on The Big Spark.
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Sharon Phoong-Wong
Founder & CEO, Motherswork
Founded Motherswork in 1998. Chair of MITAS and bestselling author of WOMUM.
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Team Pramkaew
CEO, International Markets
Previously at Grab and Google.
-
Rameez Islam
Head of Finance
ACCA-qualified. Formerly a lecturer at FTMS College Malaysia.
We don't just talk to parents. We listen, then we build what they need, from the app in their pocket to the products in their hands. Every part of our business makes the others stronger.
Roshni Mahtani CheungFounder & Group CEO
Our values
How we work, every day.
- 01
Curiosity
We ask why and we dig deep.
We look for root causes, learn from mistakes and test new ideas to keep getting better.
- 02
Ownership
We never say, 'That's not my job.'
We hold ourselves accountable, see things through and take entrepreneurial risks for the whole company.
- 03
Integrity
We do the right thing, even when no one is watching.
We are honest, fair and dependable with colleagues, clients and the families we serve.
Impact · Project Sidekicks
Helping parents through the loss no one talks about.
Since 2020, Project Sidekicks has promoted healthier pregnancies and supported parents grieving a stillborn baby, with tools in theAsianparent app and a public campaign for change.
- 35M+
- baby kicks counted
- 1.7M
- mothers have used the kick counter
- 50,000+
- parents have used Healing Mode after a loss
Policy the campaign has helped change
- 2021Parental leave after stillbirth in Singapore
- 2024Singapore's stillbirth definition moved from 28 to 24 weeks
- 2024Proclamation No. 700 in the Philippines marks 15 October as National Pregnancy and Infant Loss Remembrance Day
