2012: A small Durban start with a clear family focus
Maata was founded in 2012 in Umhlanga, Durban by Nomfundo Zungu, with a close look at what new parents actually need when a baby is on the way or has just arrived. The first range focused on useful items that could help families prepare at home, organise gifts and keep daily routines a little easier. From the start, comfort, good fabric choices and practical design were more important than trends.
That early period was shaped by conversations with parents, grandparents and friends who wanted baby and maternity items that felt useful, neat and easy to choose. The business grew from those first enquiries into a steady local service for Durban families, with a strong sense of care around every order.
2013 to 2015: Building a range people could rely on
As the first customers returned and referred others, Maata expanded its selection of maternity wear, baby essentials and gift options. The focus stayed on everyday items that suit South African family life, from warm layers for cooler inland mornings to lighter pieces that work well in Durban humidity. The team paid attention to materials, sizing and comfort so that items could be worn or used often, not just kept aside for special occasions.
These years also shaped the way Maata handled gifts. More parents and friends started asking for wrapped presents, gift messages and ready-to-send boxes for baby showers, newborn visits and maternity celebrations. That helped the team refine the service around simple, practical gifting that still feels personal.
- More choice across maternity wear and baby items
- Gift wrapping and gift messages added for special occasions
- Closer attention to fabric comfort, fit and easy care
- Support for families preparing for hospital bags, home use and gifting
2016 to 2018: From local orders to wider South African delivery
By 2016, Maata had grown beyond its Durban base and was serving families in other major cities, including Johannesburg, Pretoria, Cape Town and Gqeberha. That step came with better planning around packaging, dispatch and delivery timing, because families often need baby and maternity items to arrive on schedule and in good condition. Coastal weather, inland heat and the pace of city living all shaped how orders were packed and managed.
During this period, the team also developed delivery support for Pietermaritzburg and surrounding KwaZulu-Natal areas. It meant Maata could serve both local and national customers without losing the practical, hands-on approach that shaped the early years. The business became known for straightforward service and clear communication, especially when families were choosing items for a newborn or a maternity gift.
2019 to 2021: Stronger systems, steadier service
As demand grew, Maata invested more time in operations, warehousing and delivery planning. Sibusiso Khumalo helped strengthen stock handling, while Anele Mthembu coordinated day-to-day operations and Thabiso Dlamini managed delivery planning with a close eye on timing and route planning. This mattered more during load-shedding periods and busy holiday stretches, when reliable processing and dispatch can make a real difference for families waiting on essentials.
Customer care also became a bigger part of the story. Priya Naidoo worked with families who wanted help choosing gifts, understanding sizes or making sure an order matched the occasion. The team learned that good service is often about the small things, like keeping people updated, packing items neatly and making sure a registry or group gift is handled without fuss.
- More structured warehousing and order preparation
- Improved delivery planning for local and national orders
- Support for gift registries, group gifting and direct delivery
- Clearer customer care for busy parents and gift buyers
2022 to 2023: A broader family gifting service
In the years after 2021, Maata widened its gifting services so that friends, colleagues and family members could support parents in practical ways. Newborn gift boxes, maternity gift boxes, gift vouchers and workplace baby gifts became part of the everyday service. The approach stayed simple: choose useful items, package them neatly and send them with care.
Lerato Moloi, as Product Buyer, helped keep the range relevant by paying attention to what families actually ask for, including items suited to hospital bags, home use and special occasions. Danielle Jacobs, as Content Editor, supported the clear wording and product presentation that helps customers make quick, confident choices. These years were less about glamour and more about making the buying process easier for real households with real needs.
Today: A Durban team serving families across South Africa
Maata continues to operate from Umhlanga, Durban under the leadership of Nomfundo Zungu, with a team that understands the pace of family life and the pressure that comes with preparing for a baby. The business now supports customers in Durban, Umhlanga, Ballito, Johannesburg, Pretoria, Cape Town, Gqeberha and Pietermaritzburg, while still keeping the same practical focus that started in 2012. Orders are placed through the enquiry form on the contact page, which keeps the process simple for families and gift senders.
What has stayed constant is the way Maata approaches every order: with care, useful product choices and attention to detail. That includes gift wrapping, messages, bundles, last-minute gifts and direct delivery. For health questions, families are always best served by a clinic, midwife or doctor, and for product safety it is wise to follow the care instructions on each item and keep baby sleep spaces clear of loose items. It is that practical everyday support that has shaped Maata from the beginning and still guides the business today.
- Founded in 2012 in Umhlanga, Durban
- Led by Nomfundo Zungu with a strong local team
- Serving families across South Africa through delivery
- Focused on baby and maternity items, gifting and practical support