- What inspired you to start ProParent, and how does it differ from traditional parenting resources available in the market today?
As a psychologist and a parent myself, I noticed a massive disconnect between what modern-day parents needed and what was being offered. Most resources were either too generic, fear-based, or rooted in outdated practices. ProParent was born to bridge that gap, offering science-backed, expert-driven, and culturally relevant parenting support that speaks to today’s realities. We’re not just content creators; we’re a support system, combining behavioural psychology, expert insights, and digital accessibility in one space. - ProParent is positioned as a mission-driven platform. How do you balance the brand’s purpose with the practicalities of building a sustainable business?
That balance is at the heart of everything we do. Our mission is to empower parents with the right tools and mindset, but to deliver that impact at scale, we need sustainability. So, while our foundation is purpose-led, we’re equally focused on smart monetization models like curated subscription services, expert-led workshops, and partnerships that align with our values. The goal is to grow without compromising on trust or quality. - How do you approach content and service delivery differently for parents of young children versus those parenting teenagers?
Parenting a toddler is vastly different from parenting a teenager emotionally, mentally, and behaviourally. That’s why we segment our offerings based on age brackets and developmental stages. For younger children, we focus on habits, emotional intelligence, and parent-child bonding. For teenage parenting, we tackle boundaries, communication gaps, and independence. Every program is tailored to address stage-specific challenges with actionable tools. - The parenting space is saturated with advice and opinions. How does ProParent ensure credibility and stand out as a trusted resource?
We’re evidence-led and expert-backed. Every piece of content we share is created or reviewed by certified psychologists, educators, or paediatric experts. We also steer clear of fear-mongering or unrealistic expectations. Parents don’t need perfection, they need clarity, empathy, and consistency. That’s what we deliver. Our credibility also comes from word-of-mouth, testimonials, and real-time transformation stories from our community. - What strategies have you used to build trust among skeptical or overwhelmed parents in today’s digital-first world?
We focus on community-first engagement. Our workshops are interactive, our communication is non-judgmental, and we meet parents where they are, emotionally and digitally. We also offer sample modules, free resources, and regular AMAs (Ask Me Anything) with experts so that parents can experience our approach before investing. Transparency and empathy are our biggest trust-builders. - Looking ahead, where do you see ProParent in the next 5 to 10 years, in terms of scale, tech integration, and overall impact on the parenting ecosystem?
In 5–10 years, I envision ProParent as India’s most trusted parenting ecosystem by combining education, community, and mental health support in one seamless digital experience. We’re working towards AI-powered behaviour trackers, multilingual content, and possibly even school partnerships. Our core mission will remain the same: helping parents feel empowered, not overwhelmed, but our reach and tools will grow to meet them wherever they are.
Passionate in Marketing – In Conversation With Urvashi Musale, Psychologist and Founder of ProParent
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