Modi originally had the idea to found an organic infant formula company in 2016, when she was seeking formula to feed her first child[3] that excluded palm oil and corn syrup from the ingredients.[4] Over the next 18 months, she researched the industry and possible recipes,[5] finding that the last significant U.S. Food and Drug Administration update to formula nutritional standards occurred in the 1980s.[4][6] Modi self-funded the company with funds from savings and consultancy work[7] Modi hired her past Airbnb colleague Sarah Hardy, who joined as co-founder in 2019.[1]
In May 2019, an early pilot of Bobbie's formula led to a FDA inspection and a recall due to noncompliant labeling. Modi updated Bobbie's supply chain, partnering with Perrigo on manufacturing,[2] and relaunched its "European-style" infant formula in compliance with FDA guidelines in January 2021.[8] Bobbie's revenue grew to $100 million by 2023,[9] even though Modi had made the decision to pause new customer registrations for six months during the 2022 United States infant formula shortage.[5] In July 2023, Modi led Bobbie's acquisition of Nature's One, another formula brand, funded in part by a $70 million funding round raised by Modi.[9]
As part of Bobbie's workplace culture, Modi prioritizes providing robust leave and job security to new parents.[1][10] She also set up Bobbie For Change,[1] the company's advocacy arm.[11]