Hoopa is a D2C ( Direct to Consumer ) high-growth brand with investor funding. It is a young and sensitive organization, founded by mothers. It aims to fill the need for good, innovative, and trusted quality products, for babies & moms, that aptly serve their purpose. It all started when Smt Shantidevi Rathi, Founder Director, experienced that her son & daughter avoided lifting, carrying, & feeding her grandchildren. That led her to create a team of gynecologists, and with a couple of iterations, the first product “Hoopa 2-in-1 Feeding pillow” was developed for dual use ~ feeding & carrying. Thereafter, the void left by inapt products was assessed and innovation led to the development of several other products.