WoW Woman in FemTech I Carina Kohli, founder and CEO of HUMM
Carina Kohli is the founder and CEO of HUMM. She is passionate about women’s health and working towards health equity and equality.
HUMM is a digital healthcare app that offers unlimited, affordable and personal healthcare to mothers, families and organisations. Starting with a focus in postpartum, postnatal and baby healthcare, HUMM is a personal care companion that offers unlimited video consultations with specialised doctors and experts, unlimited chat with in-house doulas, doctor-verified lessons, personalised insights through health tools and group classes and experiences. Their focus areas include post-natal check-ups, recovery through physiotherapy post-c-section or natural delivery, mental health, lactation and breastfeeding, nutrition and fitness, pediatric care, relationship management, sexual intimacy, work-life balance, financial planning and return to work post-maternity leave.
Carina, tell us a bit about your background and your projects so far.
I’m the founder and CEO of HUMM, a digital healthcare company that offers unlimited, affordable and personal family healthcare, starting with a focus in postpartum, postnatal and baby healthcare.
I come from a family of entrepreneurs and have been inspired by my business-oriented parents from a young age. I studied business management with a focus on entrepreneurship at the University of St. Andrews, Scotland. I have worked at a textile manufacturing company in a rotational role where I worked in different departments such as finance, HR and sales. I have also worked in my parent’s businesses in India, where I have learned business and practical skills such as team building and people management, accounting and finance, as well as strategy.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
My personal experience sparked my passion for women’s health and health equality in India. I was diagnosed with PCOS when I was 13, and I faced many inequalities as a woman when it came to accessing judgement-free healthcare, information and support. There were many areas of grey when it came to fertility and options for women. When I returned from India after university, I had a wake-up call about how inaccessible and unaffordable healthcare in India really is. There is an extreme divide in wealth, infrastructure and urban-rural India.
How long did it take you to be where you are now? What was the biggest obstacle? What are the challenges of being in the industry you are in?
My journey has been almost 2 years to date. In early 2020, I interviewed 300+ parents and 30+ doctors to understand more about the market. In January 2021, I launched a content and community web app called Baby Space which users could access doctor-verified information and interact with other people in similar situations. Since it was the peak of the pandemic – new parents and pregnant women were afraid and isolated – they wanted answers. Back then I felt it was the need of the hour and people could get the information they needed. Baby Space grew to a community of 16,000+ people. We conducted a study of 640 mothers and parents as well as several focus group discussions, to understand what they needed, wanted and were willing to pay for. From both, I learned unique insights about the market and the industry which has helped build HUMM.
The biggest challenge in the industry we’re in is overcoming the stigma around certain topics in women’s health, mental health, breastfeeding, sexual intimacy, and women managing work life and family life. There is still a lot of to be done in terms of awareness, education, and information when it comes to healthcare.
What are your biggest achievements to date?
Our team is proud of and grateful to the community we built over the last 1.5 years. We were able to help 1000+ mothers and families with problems they were facing including problems with breastfeeding, parenting, sexual intimacy, postpartum mental health, relationship issues and maternal physical health.
We are also super excited that after months of iteration, the Humm Care app is on iOS and Playstore, and our product is finally ready!
What are the projects you are currently working on?
Currently, we’re working on different brand partnerships as well as a new offering (currently in stealth) that we will be introducing soon.
Is the #WomenInTech movement important to you and if yes, why?
Yes, absolutely! Historically women have been underrepresented in so many areas. The startup ecosystem, being one of them, is predominantly male. Especially when it comes to Tech. The #WomenInTech movement is important as it helps spread awareness of inequality, makes sure our voices don’t go unheard and is a step towards bridging that gap.
What will be the key trends in your industry in the next five years and where do you see them heading?
The pandemic brought on a change in consumer behavior and opened our minds to adapt to change. Consumers are now more interested in convenience and are more open try new alternatives. Consumers are also now open to digital healthcare, as a more cost-effective and convenient option wherever possible. There’s a new movement toward health, wellness and adopting healthier lifestyle choices.
A new interest in femtech and women’s health in the startup ecosystem is booming too – this is just the beginning!
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
Keep going! There will be days you want to give up, there will be many people who tell you no, and there will be 101 doubts and questions in your mind. If you believe in what you’re building if you see your users validate your product and love it – just keep going and don’t give up. Persistence, consistency and hard work are key – you will get there.
Who are three inspirational women in your respective industry you admire?
Payal Kadakia – Founder of ClassPass
Katherine Ryder – Founder of Maven Clinic
Tammy Sun – Founder of Carrot Fertility
Find out more about HUMM on their website.
Download HUMM on App Store or Google Play.
Follow HUMM on Instagram. Connect with Carina on LinkedIn.
This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder, and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship, and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.