When the world shut down during COVID-19, Snehal Bansal, like many new mothers, began reevaluating everything around her infant son—especially the objects he played with and put in his mouth. From the soft chew of a teether to the seemingly harmless appeal of colorful toys, she realized how many products were filled with hidden hazards.
That growing concern led to a bold idea—and a first for India. Today, Snehal is the founder of Mamamor, the country’s first homegrown silicone toy brand designed specifically for children aged 0-3 years. Manufactured entirely in Mumbai, Mamamor creates thoughtfully designed, toxin-free toys using food-grade silicone—a safe, durable, and hygienic alternative to plastic and even wood.
From Architecture to Baby Toys: A Radical Shift
Snehal’s entrepreneurial journey didn’t start in the toy business. An architect by education, she ran Bombay Drawing Room, an experiential art events company, for over a decade. But motherhood—and the heightened awareness that came with it—sparked a complete pivot.
“I noticed my son breaking out in rashes and having allergic reactions to toys I thought were perfectly safe,” she recalls. “That pushed me to dig deeper—and what I found was honestly disturbing.”
Her research revealed that most toys available in the Indian market, especially plastic ones, were made from low-grade materials containing potential toxins like lead-based colorants, cadmium, and endocrine-disrupting chemicals. Even wooden toys, despite their “natural” reputation, posed their own risks.
“Wood is porous,” Snehal explains. “It traps saliva and moisture, making it impossible to sterilize. Over time, it becomes a breeding ground for mold and bacteria—especially dangerous for mouthing babies.”
The Silicone Solution
Armed with a mother’s instinct and an innovator’s drive, Snehal spent two years researching safe materials, global safety benchmarks, and early childhood development needs. The answer was clear: food-grade silicone.
“It’s soft, sterilizable, long-lasting, and completely non-toxic,” she explains. “Unlike wood or plastic, it doesn’t leach chemicals or retain moisture—and can be safely reused across multiple children.”
Every Mamamor toy is open-ended and inspired by Montessori principles—encouraging sensory development, motor skills, and cognitive growth without batteries, bright lights, or excessive stimulation.
Building the Brand, Brick by Brick
Mamamor currently offers 11 SKUs, all manufactured in a metal-free, food-grade certified facility in Mumbai. What truly sets the brand apart, however, is its in-house toy safety testing lab—a rarity in India’s still-evolving toy manufacturing landscape.
Even though the Bureau of Indian Standards (BIS) made certification mandatory in 2019, Snehal points out that enforcement remains uneven.
“We didn’t want to just meet the minimum standard—we wanted to build trust,” she says. “Every toy is individually tested, not just batch-sampled. That’s the only way to ensure consistency and safety.”
Testing with Families, Backed by Experts
Mamamor’s product validation didn’t come from focus groups or market surveys—but from picnic blankets and society parks. The team tested prototypes with over 500 families to observe how infants responded to various textures, shapes, and colors.
The feedback not only helped refine the toys, but also attracted the attention of pediatric therapists and child psychologists—especially those working with children on the autism spectrum.
“The toys were found to be excellent for sensory regulation and non-verbal expression,” Snehal says. “We’ve had therapists recommend them as cost-effective alternatives to expensive imported options.”
The Hidden Dangers of Plastic—and Misconceptions About “Safe” Toys
One of Snehal’s goals with Mamamor is to educate parents about the hidden dangers of everyday materials—even those labeled as “safe” by global standards.
She emphasizes that many plastics—particularly low-grade or recycled ones—contain carcinogenic and hormone-disrupting agents. And while wooden toys have long been marketed as the eco-friendly choice, they often remain unsuitable for babies due to hygiene concerns.
“The rise in developmental and immune-related issues in children can’t be chalked up to genetics alone,” she notes. “Environmental toxins, especially from what children mouth or touch every day, must be part of the conversation.”
What’s Next: Pretend Play and Expanded Lines
As Mamamor gains momentum with both parents and pediatric professionals, the team is gearing up to launch 5–6 new toy designs focused on pretend play—think mini kitchen sets and tea party kits, all made from silicone.
“Pretend play builds emotional intelligence, language skills, and imagination,” Snehal shares. “With silicone, children can even use real food and water safely—it’s cleanable, flexible, and endlessly creative.”
Conclusion: Redefining What “Safe” Means
At its heart, Mamamor is more than a toy company. It’s a movement that challenges outdated safety norms, questions complacency in the toy industry, and champions a higher standard of care for children.
As the only Indian brand manufacturing silicone toys domestically, Mamamor is blazing a trail in both safety and design—driven by one mother’s instinct and an unwavering mission to protect childhood, one safe toy at a time.
By- Priyanka Chatterjee
