Aashika Abraham, Founder of MAMMA-MIYA
After nearly two decades building a high-impact career in sports marketing, sponsorships, and media management—with global brands like Red Bull, Panasonic, and IPL—Aashika Abraham found herself navigating an entirely new playing field: motherhood. A successful professional turned overwhelmed working mom, Aashika realized that many women like her were struggling to manage their time, energy, and mental load. That insight sparked the beginning of MAMMA-MIYA, an AI-powered personal assistant app designed specifically to support busy moms in their day-to-day lives.
Her transition from corporate executive to entrepreneur didn’t follow a textbook path. Aashika’s experience managing India’s national racing team and closing major sponsorship deals, including a $20M B2B partnership between Virgin Racing and an Indian IT company, may seem far from femtech. But in hindsight, it was the perfect prelude to building something transformative and user-focused.
“I didn’t plan to enter the femtech industry or even entrepreneurship,” she says. “I just set out to solve what felt like the biggest challenge I—and many of the smartest women around me—were facing.”
Armed with a BSc in Business Management (First Class Honours), a postgraduate diploma in Digital Business from MIT Sloan & Columbia Business School, and further training from London Business School, Aashika turned research into action. MAMMA-MIYA grew from a five-member WhatsApp group to an Apple-recognised app organically adopted in 127 countries, with a 4.8-star App Store rating and glowing, heartfelt user reviews.
But the road hasn’t been smooth. Over the years, Aashika has navigated co-founder transitions, motherhood challenges, depression, and single parenting—all while building a high-engagement, revenue-generating femtech product with a two-mom team and minimal funding. Despite these personal and professional hurdles, she’s stayed true to her mission.
“We spent two years just understanding the problem deeply—through conversations with moms across the world—before we ever wrote a line of code,” she shares. “Balancing professional ambition with personal reality is the hardest part. Everything else, I believe, is figure-out-able.”
At its core, MAMMA-MIYA is more than a productivity tool—it’s a lifeline. The app offers a seamless blend of task management, calendar syncing, health and wellness tracking, and emotional well-being tools like gratitude journaling and breathing reminders. Now, Aashika and her team are expanding their offerings to include a Mom Commons—a collaborative space where moms can share routines, templates, and life hacks—and exploring new features focused on managing energy, not just time.
For Aashika, femtech represents more than just a business opportunity. It’s part of a larger, long-overdue cultural shift.
“Women are finally solving for themselves and each other,” she says. “It’s powerful, it’s beautiful, and it’s long overdue. These are problems that have been ignored or underestimated for far too long—even though they impact half the world’s population.”
Looking ahead, Aashika hopes to see a rise in Indian women investing in their own well-being and in the femtech solutions designed to support them. Her advice to aspiring femtech entrepreneurs is simple but profound: solve something you feel deeply, build for someone you care about, and surround yourself with values-aligned partners.
If you’re a trailblazer in women’s health or FemTech, we’d love to hear your story! Share your journey and insights with us at info@femtechindia.com. Together, let’s amplify the voices driving positive change.
