India’s FemTech market is on a strong growth path, anticipated to reach $4 billion by 2025. This impressive expansion, marked by a robust CAGR of 12.9 per cent, underscores the increasing emphasis on women’s health in the country. Pregnancy is a crucial focus within the FemTech sector, yet there are still relatively few startups making meaningful advancements in this field. Expectant mothers are in constant search of a meticulously crafted wardrobe experience that caters specifically to their needs, recognizing the distinct comfort req- uirements both during pregnancy and in the postpartum period. House of Zelena has redefined excellence as a pioneering ent- erprise, renowned for its in-depth research on the changing body sizes of Indian women during and post pregnancy. With this insight, it crafts bespoke fabrics, thoughtfully tailored to meet their unique needs with comfort and elegance.

House of Zelena was founded by Hina Priyadarshini, a seasoned tech professional and mother of two daughters who, through her own struggles with finding comfortable and stylish maternity wear, recognized the need for high-quality, versatile clothing that blends functionality with fashion. Incepted in 2021, the firm has established itself as a premier destination where contemporary design effortlessly caters to the unique needs of expectant and new mothers. With a focus on redefining maternity fashion, the brand blends style, comfort and practicality, ensuring that women feel confident and elegant during their special phase of life. Proudly sourced and manufactured in India,

the firm embodies a commitment to quality craftsmanship and celebrates the richness of Indian heritage. “Our mission is to instill confidence and a sense of empowerment in mothers by offering stylish, high-quality fashion that celebrates and supports every stage of their motherhood journey”, says Hina Priya- darshini, Founder & CEO, House of Zelena.

Actively Seeks Feedback

House of Zelena has unveiled its innerwear set, which includes an elegantly designed Maternity and Feeding Bra alongside a matching Maternity Panty. Both garments are meticulously crafted from high quality Lenzing Modal fabric, ensuring unparalleled softness and exceptional functionality. The design of the Bra is both innovative and comfortable, featuring an overlapped scoop neck that offers effortless breastfeeding access. By eliminating the need for clips or hooks, it ensures that nursing is both convenient and discreet. From pregnancy to postpartum, the firm assures that every step is embraced with grace, comfort and confidence.

House of Zelena is strongly dedicated to innovation and leverages GenAI to tailor personalized wellness experiences for women throughout their motherhood journey

House of Zelena’s maternity dress designs incorporate innovative features that make breastfeeding convenient and subtle. These stylish, functional garments ensure that nursing mothers can attend to their baby’s needs with ease, confidence and peace of mind, whether at a social gathering, while running errands or during travel. By combining practicality with elegance, the firm makes it possible for mothers to embrace breastfeeding anywhere, fostering a supportive environment for both mothers and their little ones. The company also implements robust data encryption protocols. Its storage solutions are highly secure and fully adhere to all applicable privacy regulations.

House of Zelena actively engages with its community of mothers, regularly seeking their feedback to ensure that any new product launched aligns with their needs and expectations. With each piece, the brand showcases the best of Indian design, bringing locally made fashion to a global audience and setting new standards for maternity wear. Moving ahead, the company is strategically planning for rapid growth, with a bold and transformative vision aimed at profoundly benefiting millions of mothers around the world. With a forward-looking approach, the brand intends to broaden its scope, encompassing various facets of motherhood, from the needs of expectant and new mothers to the care of their babies.