A mother's first Act IS nourishment.
A mother's first Act IS nourishment.
A mother's
first act is nourishment.
Millions of children in India don't have that.
Just by signing up you can change that.
Not with money, but with support.
Millions of children in India don't have that.
Just by signing up you can change that.
Not with money, but with support.
Empowered by
Empowered by
India has the highest rate of child wasting in the world.
India has the highest rate of child wasting in the world.
India has the highest rate of child wasting in the world.
UNICEF, WHO and World Bank, 2023
35.5%
of Indian children under
five are stunted.
of Indian children under
five are stunted.
National Family Health Survey, 2021
30M
Indian children grow up without the consistent nourishment that every child deserves.
Indian children grow up without the consistent nourishment that every child deserves.
UNICEF
Motherhood
is a Continuous act.
Motherhood
is a Continuous act.
Motherhood is a Continuous act.
Secret Maa is a platform that lets anyone, any age, any gender, from anywhere do the first thing a mother does. Ensure a child is nourished. Not in place of a mother. In addition to every mother already doing it.
For one in three Indian children under five, that act is missing. Not because the nutrients do not exist. Because they do not reach the children who need them the most.
The children need nourishment vital for their growth and development. Secret Maa is being built to ensure it reaches them consistently and on time. Your support will help it reach further.
Secret Maa is a platform that lets anyone, any age, any gender, from anywhere do the first thing a mother does. Ensure a child is nourished. Not in place of a mother. In addition to every mother already doing it.
For one in three Indian children under five, that act is missing. Not because the nutrients do not exist. Because they do not reach the children who need them the most.
The children need nourishment vital for their growth and development. Secret Maa is being built to ensure it reaches them consistently and on time. Your support will help it reach further.
How it works
Three stages.
One gold standard.
Three stages.
One gold standard.
Three stages.
1 gold standard.
The platform is built on people first, funding second. Here is how it works.
The platform is built on people first, funding second. Here is how it works.
ACT I
sign-up
We are not asking for your money. What we are asking for is your support. Your belief that this is necessary. That belief is what this is built on.
ACT II
Advanced science
We are working with leading nutraceutical companies to ensure every component meets the highest standard of bioavailability and efficacy. Licensed paediatric specialists are guiding the formulation, the form, the dosage, the absorption rate, for every age group we serve. Nutrition, precisely engineered because the children receiving it deserve nothing less than the best grade available. The gold standard we are working to is the polio drop. Simplicity. Reach. Consistency.
ACT III
Audited Impact
Nutrition will be distributed through our enabling partners, on the ground in the communities where children need them most. Every delivery logged, audited, reported. The work repeated, consistently, until the numbers move.
ACT I
sign-up
We are not asking for your money. What we are asking for is your support. Your belief that this is necessary. That belief is what this is built on.
ACT II
Advanced science
We are working with leading nutraceutical manufacturers to ensure every component meets the highest standard of bioavailability and efficacy. Licensed paediatric specialists are guiding the formulation, the form, the dosage, the absorption rate, for every age group we serve. A small supplement, precisely engineered because the children receiving it deserve nothing less than the best science available. The gold standard we are working to is the polio drop. Simplicity. Reach. A single act, repeated consistently, until outcomes change. That standard requires time and precision.
ACT III
Audited Impact
Nutrition will be distributed through our enabling partners, on the ground in the communities where children need them most. Every delivery logged, audited, reported. The work repeated, consistently, until the numbers move.
Secret Maa Vitals
Three formulations.
One gold standard.
Three formulations.
One gold standard.
Three formulas.
1 gold standard.
Most programmes give every child the same supplement.
Secret Maa does not. Each formulation is built against ICMR-NIN 2020,
India's definitive nutritional standard.
Most programmes give every child the same supplement. Secret Maa does not. Each formulation is built against ICMR-NIN 2020,
India's definitive nutritional standard.
I
Vital One
0 to 3 years
The first thousand days. The window when brain architecture is being built, when every nutrient either arrives or it doesn't. Bioavailability is the entire design brief. A developing gut is not a fully formed one. Vital One is built around that biological reality.
DHA & ARA
Omega fatty acids for brain and retinal development. The brain grows fastest in the first two years. This is the window. There is no second one.
Iron (bioavailable form)
Deficiency at this stage causes irreversible cognitive damage. Form matters - Ferrous Sulphate absorbs fundamentally differently in an infant gut than ferric compounds.
Zinc
Immune function and physical growth. Deficiency stunts height and suppresses immunity simultaneously. 35% of Indian children under five are zinc deficient.
Iodine
Governs thyroid hormone production, which directly governs brain development. Deficiency is the world's leading preventable cause of intellectual disability.
Vitamin D + Calcium
Bone mineralisation during the fastest growth phase. Rickets remains prevalent among this group in India despite abundant sunlight.
Vitamin A
Vision, immune defence, and epithelial health. Deficiency is a significant driver of anaemia in Indian children.
Folate & B12
Neurological development and red blood cell formation. B12 is almost exclusively found in animal sources - a critical gap in
vegetarian households.
II
Vital Two
4 to 8 years
The first thousand days have passed. But the work is not done. This is the learning window - cognitive function and energy making visible demands on the body every school day. Protein requirements have grown.
The nutritional gaps at this age are well documented. Vital Two addresses each one directly.
Protein (16g/day target)
Quality matters as much as quantity. Essential amino acids, particularly lysine and methionine, are typically absent from Indian cereal-based diets. The body cannot synthesise them. They must arrive.
Iron
Anaemia at school age directly reduces learning capacity and attention span. Consistent daily delivery matters more than dose at this stage.
Calcium + Vitamin D
Peak bone-building years have begun. 70% of urban Indian children have suboptimal Vitamin D levels despite living in one of the sunniest countries on earth.
B-complex (B1, B2, B6, B12)
Energy metabolism and neurological function during the active learning years. Every lesson a child sits through draws on these reserves.
Vitamin C
Enhances iron absorption from plant sources by up to three times. Immune function. In a supplement without Vitamin C, the iron is only partially doing its job.
Zinc + Magnesium
Muscle function, energy production, and sleep quality. Growth spurts at this age make these essential - yet they are rarely present in supplementation programmes for this group.
III
Vital Three
9 to 12 years
The body is preparing for what comes next. Pre-adolescence. Protein requirements nearly double. Iron storage needs emerge for the first time, differently for girls than for boys. Vital Three is formulated to the higher threshold across both sexes, so every child in this age group receives what the most demanding requirement of this stage calls for.
Protein (23–32g/day target)
Nearly double Vital Two. Muscle development, organ growth, and the hormonal shifts beginning to occur all draw on the same protein reserves simultaneously.
Iron - formulated to the girls' threshold
Girls at this stage need to build iron stores ahead of menstruation. Boys do not. Miss this window and the deficit follows a girl into adulthood. We formulate Vital Three to this higher requirement. Boys receive marginally more iron than strictly necessary. That is safe. What is not safe is under-serving a girl at the moment her body needs it most. The polio drop does not have a boys' version and a girls' version. Neither does Vital Three - but the science behind it accounts for both.
Calcium
Up to 40% of adult bone mass is built in these years. Miss this window and carry the deficit for life. There is no catching up after adolescence.
Vitamin D
The Indian paradox: high sun exposure, widespread deficiency. Skin tone, clothing coverage, and increasing indoor time all suppress synthesis. Supplementation is not optional at this stage.
Zinc
Sexual maturation and growth hormone response. The body is beginning its final growth phase. Zinc is the mineral that mediates it.
Vitamin A
Vision, immune defence, and epithelial health. Deficiency is a significant driver of anaemia in Indian children.
Iodine + Magnesium
Thyroid function during rapid physical change. Bone formation and muscle recovery under pressure from pre-adolescent growth spurts.
7 Components
Vital I
0 to 3 years
The first thousand days. The window when brain architecture is being built, when every nutrient either arrives or it doesn't. Bioavailability is the entire design brief. A developing gut is not a fully formed one. Vital One is built around that biological reality.
7 Components
Vital II
4 to 8 years
The first thousand days have passed. But the work is not done. This is the learning window - cognitive function and energy making visible demands on the body every school day. Protein requirements have grown.
The nutritional gaps at this age are well documented. Vital Two addresses each one directly.
7 Components
Vital III
9 to 12 years
The body is preparing for what comes next. Pre-adolescence. Protein requirements nearly double. Iron storage needs emerge for the first time, differently for girls than for boys. Vital Three is formulated to the higher threshold across both sexes, so every child in this age group receives what the most demanding requirement of this stage calls for.
The First Step
VitaL
Pilot
VitaL Pilot
Before nutrition reaches a child, we need to know exactly what that child is missing. The Vital Pilot begins not with a product, but with a question: what does this child actually need?
We identify 500 children across partner homes. Each child receives a blood test. The results tell us precisely which nutrients are deficient and by how much. We then build a nutrition plan specific to each age group and deliver it for 90 days, through assembled nutrition kits, nutritionist oversight, and partner products, until Secret Maa Vital is ready to take over. At the end of 90 days, every child is tested again.
The numbers will tell us if we got it right and how to scale.
Before nutrition reaches a child, we need to know exactly what that child is missing. The Vital Pilot begins not with a product, but with a question: what does this child actually need? We identify 500 children across partner homes. Each child receives a blood test. The results tell us precisely which nutrients are deficient and by how much. We then build a nutrition plan specific to each age group and deliver it for 90 days, through assembled nutrition kits, nutritionist oversight, and partner products, until Secret Maa Vital is ready to take over. At the end of 90 days, every child is tested again. The numbers will tell us if we got it right and how to scale.
Our cost target
20 ₹
a day
20 ₹ a day
That is the number we are building toward, through agreements with leading nutraceutical companies, through scale, through every efficiency the supply chain allows. Less than a vada pav. The distance between a child falling behind and a child keeping pace. We are not there yet. Every partnership, every negotiation, every formulation decision is pointed at it. Secret Maa Vitals will not close every gap immediately. It will stop one from widening.
That is the number we are building toward, through agreements with leading nutraceutical manufacturers, through scale, through every efficiency the supply chain allows. Less than a vada pav. The distance between a child falling behind and a child keeping pace. We are not there yet. Every partnership, every negotiation, every formulation decision is pointed at it. Secret Maa Vital will not close every gap immediately. It will stop one from widening.
Build progress
Where WE ARE.
Where WE ARE.
ACTIVE
10 MAY 2026
Sign-ups
open from
Mother's Day
CAUSE
The platform is live. Early support is being gathered. When ten thousand people have become Secret Maas, something important will have been proven, not a target met, but a belief confirmed. That this idea has scale. That the community exists. That nourishment, when made simple enough to support, finds its people.
ACTIVE
10 MAY 2026
Sign-ups
open from
Mother's Day
CAUSE
The platform is live. Early support is being gathered. When ten thousand people have become Secret Maas, something important will have been proven, not a target met,
but a belief confirmed. That this idea has scale. That the community exists. That nourishment, when made simple enough to support, finds its people.
UNDERWAY
Partners onboarding.
Science in progress.
TRUST
Brand and institutional partners onboarding. Paediatric specialists engaged. Agreements with leading nutraceutical companies in progress. Delivery network in development. NGO partnerships under confirmation.
UNDERWAY
Partners onboarding.
Science in progress.
TRUST
Brand and institutional partners onboarding. Paediatric specialists engaged. Agreements with leading nutraceutical companies in progress. Delivery network in development. NGO partnerships under confirmation.
PLANNED
Contributions open
on Children's Day
ACTION
This is when moral support can extend to financial support, only if you want to. Once supply, approvals and delivery systems are verified. Every Secret Maa will be informed by WhatsApp and email. That is the day the mission moves forward.
PLANNED
Contributions
open on
Children's Day
ACTION
This is when moral support can extend to financial support, only if you want to. Once supply, approvals and delivery systems are verified. Every Secret Maa will be informed by WhatsApp and email. That is the day the mission moves forward.
Partners
Care is only as GOOD as the hands that deliver it.
Care is only as GOOD as the hands that deliver it.
ambassador
ambassador
Secret Maa is not built by an organisation alone. It is carried by people who believe in it.
Secret Maa is not built by an organisation alone. It is carried by people who believe in it.
The 1st Secret Maa - We don't have a King. We have a Queen with critical fame. She is the soul, the face, the embodiment of our values. Every Secret Maa that follows carries a number. Hers is #1.
The 1st Secret Maa - We don't have a King. We have a Queen with critical fame. She is the soul, the face, the embodiment of our values. Every Secret Maa that follows carries a number. Hers is #1.
25 Governing Ambassadors - 25 iconic leaders, who become Secret Maas before the world does. They are the public face of what Secret Maa stands for and the conscience of how it operates.
25 Governing Ambassadors - 25 iconic leaders, who become Secret Maas before the world does. They are the public face of what Secret Maa stands for and the conscience of how it operates.
Partners
Partners
FMCG, healthcare, food and baby-care brands contribute through partnerships built into existing commerce. A purchase routes a unit. A portion of sales funds nourishment.
FMCG, healthcare, food and baby-care brands contribute through partnerships built into existing commerce. A purchase routes a unit. A portion of sales funds nourishment.
Founding Partners - the first organisations to stand behind this before it was easy to.
Founding Partners - the first organisations to stand behind this before it was easy to.
Care Partners - brands who integrate giving into existing commerce.
Care Partners - brands who integrate giving into existing commerce.
Product Partners - Nutraceuticals companies whose formulations belong in every supplement we deliver.
Product Partners - Nutraceuticals companies whose formulations belong in every supplement we deliver.
We are in conversation with partners who share the belief that this should exist. When partnerships are confirmed, they will be announced here and published by prominent media houses.
NGO Partners
NGO Partners
Organisations with decades of experience in child care. They understand the communities they serve. They manage last-mile delivery. They ensure continuity of care. Secret Maa is designed to extend their reach, not replace it.
We have one significant partner, Guardians of Dreams. An organisation with over a decade of experience in children's homes. They know the communities they serve. They manage last-mile delivery. They ensure continuity of care. Secret Maa is designed to extend their reach, not replace it.
Final partnerships under confirmation.
Final partnerships under confirmation.
The Team
Built by people
who stopped waiting for someone else to.
Built by people
who stopped waiting for someone else to.
Anand Charles
Anand Charles
Anand Charles
Neha Kapoor
Neha Kapoor
Neha Kapoor
Anto Noval
Anto Noval
Anto Noval
Baby Steps
Baby Steps
The pilot begins January 2027 1000 children Here your support can extend to financial support too. Only if you want to. All registered Secret Maas will be informed well
in advance.
The pilot begins January 2027 1000 children Here your support can extend to financial support too. Only if you want to. All registered Secret Maas will be informed well
in advance.
Our Ambition
Our Ambition
On Nov 14th Children's day 2027, we aim to have reached ten thousand children. That's a significant number. We are still meticulously working the math of what it takes to deliver that reliably, at the quality standard we have set. The ambition is a brave one. Even if we fall short, we would have reached thousands of children. And we will be on our way to reach many more.
By Mother's Day 2027, we aim to have reached ten thousand children. Ten thousand is a significant number. We are still meticulously working the math of what it takes to deliver that reliably, at the quality standard we have set. But the ambition is set. And it is a brave one. Even if we fall short we would have still reached thousands of children and on our way to reach many more.
This is how
a system is built
into existence.
With care, COnvictIon and an infinite mindset.
This is how
a system is built
into existence.
With care, COnvictIon and an infinite mindset.
This is how
a system
is built
into existence.
With care, COnvictIon
and an
infinite mindset.
FAQ
Who can sign up as a Secret Maa?
Anyone. Any age, any background. A man signing up as a Secret Maa is not a loophole. It is the point.
Why sign up when donations aren't open?
Because the platform is built on people first, funding second. Your number matters before your money does. Early sign-ups build partnerships and prepare delivery systems before contributions begin. The community you help build is what makes everything else possible.
What information do you need from me?
Name, E-mail, Mobile number, Age, City and State.
When do contributions open?
Every Secret Maa will be informed first.
What is moral support?
Moral support means signing up, and it costs nothing. When you sign up, you become part of the community standing behind this cause. That presence matters to every partner, every nutraceutical manufacturer, and every NGO we work with. You are not waiting on the sidelines. You are part of what makes this real.
Will I see the child I helped?
No. And that is by design. No names, no photographs, no identifying details. A child in need is not a story to be observed. Their dignity is protected first.
Is this real?
Quarterly reports. Annual reports. Independent audits. Every contribution logged and routed through partner NGOs. Delivery records maintained at the point of distribution. The numbers are public. The work is accountable.
Who can sign up as a Secret Maa?
Anyone. Any age, any background. A man signing up as a Secret Maa is not a loophole. It is the point.
Why sign up when donations aren't open?
Because the platform is built on people first, funding second. Your number matters before your money does. Early sign-ups build partnerships and prepare delivery systems before contributions begin. The community you help build is what makes everything else possible.
What information do you need from me?
Name, E-mail, Mobile number, Age, City and State.
When do contributions open?
Every Secret Maa will be informed first.
What is moral support?
Moral support means signing up, and it costs nothing. When you sign up, you become part of the community standing behind this cause. That presence matters to every partner, every nutraceutical manufacturer, and every NGO we work with. You are not waiting on the sidelines. You are part of what makes this real.
Will I see the child I helped?
No. And that is by design. No names, no photographs, no identifying details. A child in need is not a story to be observed. Their dignity is protected first.
Is this real?
Quarterly reports. Annual reports. Independent audits. Every contribution logged and routed through partner NGOs. Delivery records maintained at the point of distribution. The numbers are public. The work is accountable.
