Having come from a family background in budget hotels, Carina Lukito began as a serial entrepreneur in the consumer goods & services space. Instances of malnutrition amongst her nieces specifically propelled her to cofound Little Joy, which is Indonesia’s fastest-growing Mom and Baby brand for "the first 1,000 days of a child." Nearly 1 of 3 babies is malnourished, and there is still a ~50% child mortality rate under one year old. Stunting moreover among Indonesia's children remains high. The platform is comprised of four components: Joyi World, MomsJoy, Dapur Little Joy and LittleJoyEdu, all designed to meet the holistic needs of Indonesia's 15m babies and 24m pregnant & lactating mothers. Little Joy leverages big data to do everything from optimizing baby food formulations to customizing advice for expectant and new moms. While Little Joy seeks to trump Indonesia's longstanding brands by addressing the unique needs of the latest generation of mothers, "ensuring the efficient and timely distribution of our product to every corner of the country" remains the company's most complex endeavor.