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Moment

A functional beverage brand offering botanical drinks that promote meditation and mindfulness.

  • Female-Founded
  • AAPI-Founded
  • Clean Ingredients
  • Giving Back
FOUNDER Aisha Chottani
HEADQUARTERS New York, NY
Moment

Behind the Brand

Moment was launched in 2020 by Aisha Chottani. The idea for Moment was born during Aisha’s stint as a management consultant; constantly working long and stressful hours, Aisha would need to take a moment to destress in the afternoons. During these breaks, she found herself regularly consuming sugary and caffeinated drinks as they were the only options available to her at her office. Over time, however, Aisha realized that her typical afternoon pick-me-ups were making her anxious and failing to sustain her throughout the day. Aisha decided to take matters into her own hands, adopting a daily 10-minute meditation ritual and incorporating adaptogens into her diet. While she quickly began to experience a drastic improvement in her physical and mental well-being, Aisha noticed that many people around her were struggling with their own mental health issues. Seeing this, she grew determined to create something that could help others reap the benefits of meditation and adaptogens.

Knowing that she wanted to develop a product that was both accessible and convenient to use on a daily basis, Aisha decided to start off with a line of beverages. Aisha and her husband Faheem Kajee tested thousands of different flavor combinations in their NYC apartment kitchen, landing on their proprietary blend of natural botanicals and adaptogens two years later. Despite the hurdles thrown by the COVID pandemic, Aisha was determined to make this happen and took a direct-to-consumer approach to launch in July 2020. Moment got the opportunity to pitch to Shark Tank shortly after launch and also won the best startup beverage award in the country. Today, the Moment team encourages people to feel their best selves by drinking their meditation, with a portion of revenue donated to mental health non-profits working on different tools to better society.

Meet the Maker

What has been your most unforgettable moment (good or bad) while building your company? - +

AISHA: There have been many amazing moments from Shark Tank, winning the best beverage award, our first repeat sale, launching in the first store in New York, and receiving our first customer review. However, the most unforgettable one is the time when we proudly completed our first production run of 5,000 cans. Right after, we were told that there was no space to store the cans at the plant. This was at the beginning of COVID with strict protocols and we couldn’t find a warehouse to keep the cans. So, we rented a car, drove all the cans back to NYC, and climbed up and down our 3-floor walkup in the West Village to store the cans in our living room. Faheem and I climbed up and down with 20 -30 lbs. of cans at least 70 times each until the wee hours of the morning. It was a workout for sure and then our tiny apartment was the effective warehouse for next few months. Needless to say, we were both very calm with the daily dose of adaptogens 😊

What is your favorite thing to do in your free time? - +

AISHA: I love learning new things across all domains. I take up new sports and skills and enjoy traveling and reading. My favorite moments are in the open ocean swimming, so I try to do that as much as possible. I enjoy diving and surfing as well (though I don’t claim to be good at either 😊) I was lucky enough to do some extensive traveling right before COVID and launching Moment. My husband and I bought a car in the UK, and drove through Europe, North Africa (including Western Sahara), and Western Africa, and then sold the car for charity. It was one of my most memorable travels.

What is an essential part of your daily routine? - +

AISHA: There are a few things. Firstly, I start off the day with a do a 5–10-minute traditional meditation practice every day. Weather and location permitting, I do a 30 min non-stop swim. Its my fav form of workout. In the evening, I plan out my next few days : my schedule, my meetings, and my priorities. I like to do that so my brain doesn’t have to start firing first thing when I get up. I like to wake up naturally as it keeps my mind calm and productive the whole day.

What is your biggest pet peeve? - +

AISHA: Unhealthy foods, slow internet, slow elevators, pessimism, car drivers not respecting pedestrians and bikers. I’ll stop there – the list can grow very quickly 😊

What is one thing most people don’t know about you? - +

AISHA: I grew up and have lived on five different continents. That has made me very adaptable to new people and change. That has also inspired the ingredients and flavors of Moment.

What do you want to be remembered for? - +

AISHA: For shaping our culture in a positive way. With Moment, we are trying to help others be more attentive of their mental and physical health. I strongly believe that given what the world is going through, this will need to be an even more important part of everyday life not just for select few but for the pop culture. I want to play a part in making that happen.

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