Nadia and her team at Rahet Bally have successfully positioned themselves as the leading authority on moms’ needs while making their services accessible to as many moms as possible. To increase accessibility, Rahet Bally offers a platform called “Ana Hamel” or “I am pregnant,” which supports moms from lower-income communities. This pregnancy platform is entirely in Arabic and tailored to reach communities with lower literacy rates. Workshops on Ana Hamel cover topics such as birth control, legal rights of mothers, parenting 101, sexual relationships, postpartum depression, lactation, and more. So far, more than 50,000 mothers from these communities have been supported.
Rahet Bally’s services benefit mothers at an affordable cost due to its powerful business-to-business (B2B) model. The head of B2B operations is Nadine El Sherbiny. She explained, “Our B2B is the engine of the company. We have evolved into an agency, both digitally and on the ground that brands love working with. We have the community and the insight into what moms like and need.” That means all services offered to the consumers (mothers) are subsidized or free of charge.
The idea for Rahet Bally, which was born alongside Nadia’s son Yassin six years ago, has proven that while motherhood is no walk in the park, it can be much less challenging with proper support from a community that cares. Just like Kleenex is the eponym for tissues, Rahet Bally is now synonymous with motherhood in Egypt.