Tickled Media

Tickled Media, which operates under its consumer-facing brand The Parentinc, is a Singapore-based media-tech company established in 2009 by Roshni Mahtani Cheung. The company has positioned itself as a significant player in the parenting vertical across Southeast Asia.

Mahtani Cheung, who serves as the Group CEO, founded the company with a journalistic background and an entrepreneurial drive that she has demonstrated from a young age. The idea for the company's flagship platform, theAsianparent, originated when Mahtani Cheung was working as a part-time babysitter in New York and recognized a gap in the market for parenting content tailored to an Asian audience. This experience highlighted the cultural nuances in parenting, inspiring her to create a resource for Asian parents.

The company's primary business is its digital publishing and community platforms, theAsianparent and Webtretho. theAsianparent is a content and community platform available as a website and mobile app, reaching approximately 35 million users monthly across multiple countries, including Singapore, Malaysia, Thailand, Indonesia, and the Philippines. It provides resources for parents from fertility through child-rearing, covering topics like pregnancy tracking, child development, and health. The platform's success is substantial, with an estimated eight out of ten women in Southeast Asia who are pregnant using the app.

Tickled Media generates revenue through multiple streams. It provides market research, content creation, and a variety of marketing services to brands targeting the family segment. The company leverages its large user base to offer first-party data insights and activation services, called theAsianparent ADvantage, which helps brands with targeted advertising campaigns. A significant business evolution was the 2019 expansion into e-commerce with the launch of Mama's Choice, a direct-to-consumer brand of maternity, baby, and household products. In late 2023, the company further expanded into retail by acquiring Motherswork, a retailer of mother and baby brands.

The company has secured significant funding over several rounds from a diverse group of investors, including Vertex Ventures, Fosun, JD.com, and LINE Corporation, to fuel its expansion and diversification. Total funding has reached over $22 million through a series of rounds, including a Series D in 2022.

Keywords: parent-tech, digital media, parenting community, content platform, market research, e-commerce, direct-to-consumer, Southeast Asia, Roshni Mahtani Cheung, theAsianparent, Mama's Choice, Webtretho, family marketing, pregnancy tracker, baby products, digital publishing, media production, brand solutions, Motherswork