Join us
Build what Asia's families will need next.
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, and to build the products, technology and communities that make that possible at scale.
Our story
From 1,000 articles to millions of parent relationships.
In 2009, Roshni Mahtani Cheung wrote the first 1,000 theAsianparent articles herself. What began as a place for parents to find trusted answers became a platform where millions now read, track, discuss, review and decide.
Listening to those parents revealed opportunities far beyond media. From our headquarters in Singapore, we built consumer brands, Mama's Choice and Little Rei, expanded into distribution and joined forces with Motherswork, connecting insight, influence, products and retail across Asia.
We are still building.
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
17 years of building, and we're accelerating.
- 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
- 2018Launches VIParents, a platform where parents earn money by sharing their insights
- 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 do
- We help families make better decisions and help organisations understand and serve them better.
- How we do it
- Through trusted content, technology, parent communities, consumer products, distribution, retail and paid opportunities for parents.
- Why it matters
- Because healthier, better-informed families build a better world.
How we deliver it
- Technology and tools
- Pregnancy and child-development trackers, community features, a kick counter and Healing Mode.
- Content and community
- Trusted information, expert guidance and parent-to-parent support across our platforms.
- Consumer brands
- Mama's Choice and Little Rei, built around needs identified through our parent communities.
- Distribution and retail
- Regional market access for global brands and premium family retail through Motherswork.
- Opportunities for parents
- Paid research, creator campaigns, content contributions and entrepreneurship through VIParents.
- Social impact
- Project Sidekicks, supporting healthier pregnancies and families after loss.
Where parents are.
Leadership
Made by parents, for parents.
Our leaders have built communities, technology platforms, consumer brands, regional operations and retail businesses across Asia. We are parents too, which keeps every decision grounded in the families we serve.
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Roshni Mahtani Cheung
Founder & Group CEO
Built theAsianparent from 1,000 personally written articles into a regional platform used by millions of parents. 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 and built it into a recognised premium parenting retailer operating across Asia. Chair of MITAS and bestselling author of WOMUM.
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Team Pramkaew
CEO, International Markets
Leads market growth and regional operations across culturally distinct Asian markets, following roles at Grab and Google.
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Rameez Islam
Head of Finance
Leads group finance, governance and financial planning across The Parent Inc's markets. ACCA-qualified.
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
Milestones
- 2020Launch, with two tools in theAsianparent appThe Baby Kick Counter helps expectant mothers monitor their baby’s movements, an essential step in preventing stillbirth. Healing Mode gives parents coping with pregnancy loss a safe space for emotional, mental and physical recovery.
- 2022Singapore recognises more lossesOur sustained advocacy helped move Singapore’s definition of stillbirth from 28 to 22 weeks of gestation (adjusted to 24 weeks in 2024), and drive provisions for parents of stillborn babies, including registration and bereavement support.
- 2024A national day in the PhilippinesWith the Department of Health, Project Sidekicks pushed for Proclamation No. 700, declaring 15 October National Pregnancy and Infant Loss Remembrance Day.
Quick answers
Questions people ask about us.
The short version, for journalists, partners and anyone curious. More in our press kit.
What is The Parent Inc?
The Parent Inc is Southeast Asia's leading parenting platform, headquartered in Singapore and reaching 12 markets across Asia. Its digital platforms include theAsianparent and Webtretho in Vietnam. Its businesses also include the theAsianparent Awards, the brands Mama's Choice and Little Rei, the distribution of global mum and baby brands, and Motherswork retail.
Who founded The Parent Inc, and when?
Roshni Mahtani Cheung founded the company in Singapore in 2009, starting theAsianparent and writing its first 1,000 articles herself. She is Founder and Group CEO.
Where does The Parent Inc operate?
The Parent Inc reaches 12 markets across Asia. Its Southeast Asian markets are Singapore, Thailand, Malaysia, the Philippines, Indonesia, Vietnam, Myanmar and Cambodia; its wider Asian footprint includes China (including Hong Kong), India, Korea and Japan. Motherswork retail is in 5 markets, including China under licence.
How many people use theAsianparent?
theAsianparent reaches 20M parents across our digital platforms, with 12M+ app installs and 19M+ social media followers. It is the number one parenting app in Southeast Asia by downloads in the Google Play Parenting category.
Which brands does The Parent Inc own?
The group's consumer businesses include Mama's Choice, which sold more than 3.4 million maternity and baby-care units in 2025; Little Rei, a Singapore-designed brand of premium diapers and baby essentials; and Motherswork, a premium mum-and-baby retailer founded in 1998.
Who has invested in The Parent Inc?
Investors include ATM Capital, Central Retail, East Ventures, Fosun, JD.com, LINE, Mirae Asset, Naver, Redbadge Pacific, SCB 10X, Vertex Ventures, Tigris Capital, Global Grand Leisure and Mountain Pine Capital.
What is the legal name of The Parent Inc?
The Parent Inc is operated by Singapore-registered Tickled Media Pte Ltd.
How many people work at The Parent Inc?
281 people based across Southeast Asia, serving 12 Asian markets.
What is VIParents?
VIParents, launched in 2018, is the community where parents earn money by sharing their insights, through brand campaigns, influencer marketing, paid surveys and content.
What is Project Sidekicks?
Since 2020, Project Sidekicks has promoted healthier pregnancies and supported parents grieving a stillborn baby. Its kick counter in theAsianparent app has counted 35M+ baby kicks.
How can a brand work with The Parent Inc?
Brands advertise through theAsianparent (display, VIParents creator campaigns, social, email, branded content and the theAsianparent Awards), stock with Motherswork, or have the group distribute them across the region. Start at theparentinc.com/partner.
