Problem: Perinatal and postpartum depression common with over 20 per cent of expecting and new mothers as they experience with psychological, emotional and mental stress which diminishes their ability to cope with the responsibilities of motherhood.
Solution: A multi-purpose information and service centre for expecting and new mothers in Egypt.
Goals and objectives: To provide an all-inclusive financial, physical, and emotional support service to expecting and recent Egyptian mothers.
Implementation: Rahet Bally – Egypt’s leading mommy services, was created in 2014 by Nadia Gamal El Din, a brand manager at P&G who at a young age of 24 became a mother and was unable to acquire requisite support, community groups or online resources for maternity. Her experience made her aware of the enormous physical, emotional, psychological and mental pressures of pregnancies that often leads to isolation and stress, making the responsibilities of motherhood ever more difficult.
The absence of peer and professional support during maternity inspired Nadia Gamal El Din to ensure that every single mother in Egypt finds comfort during their maternity.
Rahet Bally—which translates to “peace of mind” in Arabic started as a Facebook group bringing together a consortium of professionals, including psychologists, nutritionists, and pediatricians, to answer hash tagged (#) questions on maternity for new and expecting moms. Within a month of its launch, this Facebook group had over 100 professionals and 3,000 moms actively communicating on its platform. Rahet Bally has grown to provide advice and guidance on financial, physical, emotional, and social needs of new motherhood.
The Rahet Bally service also provides a discount card for its members which helps offset the costs of essential baby items such as clothes, diapers, and healthcare, which can be prohibitive. Other services offered include fitness and nutrition programs in three Cairo-based facilities.
Its business philosophy revolves around taking care of mothers. In its new location, called Cloud, Rahet Bally has provides nutrition, fitness and spa services including napping pods, meeting and workshop rooms, as well as book clubs while experienced babysitters take care of their little ones.
Rahet Bally is currently expanding its operations beyond Egypt, through its recent acquisition of Ana 7amel platform, the largest portal for pregnant women in the Middle East that allows it to reach pregnant mothers across income brackets.
Achievements: Rahet Bally currently services over 150,000 women and employs an all-female staff. The company is also mother-friendly, providing flexible working conditions including maternity leave, ensuring mothers have a right to a decent job with a market-competitive salary.
Rahet Bally has been awarded the “She Means Business Award” by Facebook, in recognition of their success in transforming a virtual community into a thriving enterprise. Rahet Bally was also recognised as the number 1 Egyptian community on Facebook, and its founder Nadia Gamal El Din has been ranked as one of the top 50 influential women in Egypt as well as one of the top 3 inspiring women in Egypt by Dove. Nadia is also a brand ambassador to several brands in Egypt.
Contact details: Nadia Gamal El Din
Address: 10 Hassan Othman St., El Sefarat District, Nasr City, Cairo