Anya baby & breastfeeding app logo - a lower case letter a with a baby's face with a tuft of hair with the word anya in lower case to the right

Winner: MSDUK Innovation Challenge award

December 14, 2022

Ethnic Minority Owned start-ups and entrepreneurs competed for prizes worth over £150K.

MSDUK’s Innovation Challenge competition is highly competitive, celebrating the best and brightest Ethnic Minority Owned start-ups and entrepreneurs. The programme demands the best from each of its 100 applicants, in entrepreneurial enthusiasm, determination to change the world through innovation, and excellent pitching skill. 

Mayank Shah, CEO and Founder at MSDUK, praised, “the exceptionally high standard and the innovation of the entries this year”, making competition strife.  

Our expectations were met and exceeded, by each one of our 12 finalists, making for a sensational final at our MSDUK Conference earlier this month.  

The programme spotlighted the best innovators across various evolving sectors and technologies, including AI & Machine Learning, Sustainable Cities and Consumer Health, united in developing ‘Better Ideas for a Better World’. Supporting the UN’s 17 Sustainable Development Goals (SDGs), this year’s participants were encouraged to “improve health and education, reduce inequality, and spur economic growth – all while tackling climate change and working to preserve our oceans and forests” (United Nations Department of Global Communications, 2015).  

The growth and popularity of the MSDUK Innovation Challenge could not be possible without the continuous support of our sponsors. We would like to thank our headline sponsor, Accenture, and our category sponsors, Cummins, Digital Catapult, EY, and GSK, for supporting this year’s competition.  

Ethnic Minority Owned start-ups and entrepreneurs competed for prizes worth over £150K.

HEALTHCARE & WELLBEING – Dr Chen Mao, Anya LatchAid 

Many mothers and partners will be familiar with the difficulty, pain and frustration of breastfeeding. But Anya LatchAid have developed the world’s FIRST digital tool to help at every step of the way. Anya LatchAid enlists emerging digital technology, and combines it with sincere compassion, to assist families indiscriminately with a natural but difficult process. Using 3D interactivity and AI technology, Anya LatchAid teaches mothers-to-be about breastfeeding, and facilitates valuable communication with other mothers and professionals, providing 24/7 support.  

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