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Ova · Our story

Built by parents.
For families.

"I put my son to bed with a baby monitor on the shelf, a router in the next room, and a phone charging on the nightstand. Then I looked up what that actually meant. I couldn't find anything beautiful, honest and genuinely protective. So we built it."
— Rishi Bagga, Co-founder · London, 2025
London · 2 AM · 2025
"He was three weeks old. The baby monitor was four inches from his head. I picked up my phone to check the readings online. I was holding a 5G device above him while searching for how to protect him from 5G devices. That was the moment."
18
months from idea to launch
4
founding team members
3
independent labs consulted
1
promise. Never compromised.
The founding moment

It started with
a 3am realisation.

Rishi Bagga was a Solutions Consultant when his son Aaryan was born in 2025. Like most new parents, he became acutely aware of every potential risk in the environment he'd brought his child into.

When he started researching EMF exposure for infants, he found two things: a large body of precautionary health guidance, and a market full of products that were either cheap and ineffective, alarmist and pseudoscientific, or technically credible but ugly enough to hide in a drawer.

The gap was obvious. No one had built a premium, honestly-described, beautifully-designed EMF protection system for families who care about both science and aesthetics. The kind of product you'd be proud to have in your home. That became Ova.

Why we exist

The market was
broken. We fixed it.

The EMF protection market in 2023 was a choice between fear and inadequacy. Products that exaggerated the risk to sell more. Products that made unverifiable claims. Products so ugly they lived under the bed. We refused all three.

What existed
Fear-based marketing
Products that amplify anxiety rather than address it. Headlines like "5G is poisoning your children." Designed to frighten, not to inform.
What existed
Unverified claims
Products that claim protection without independent lab verification. No certifications, no attenuation data, no honest science. Just marketing copy.
What existed
Design as afterthought
Grey technical fabric. Clinical packaging. Products parents hide rather than display. As if aesthetics and function are incompatible in a protection product.
What we built
Precautionary, not alarmist
We tell parents what the science says and what it doesn't. Reasonable precaution for children is intelligent — but we will never overstate uncertainty as certainty.
What we built
Independent verification
Every claim is supported by ISO-accredited EMC laboratory data, OEKO-TEX certification, and GOTS organic cotton traceability. Lab reports available on request.
What we built
Beauty as function
A product parents display is a product that gets used. A product hidden in a drawer doesn't protect anyone. Every Ova product is designed to belong on show.
What we believe

The values that
shape everything.

These are not slogans. They are the decisions we make every day — in product design, in marketing copy, in privacy architecture, and in what we refuse to do.

I
Honesty over sales
We will tell you what our products cannot do as clearly as what they can. We will acknowledge scientific uncertainty. We will never use fear to generate a sale. If we lose a customer because we were too honest, we were right to be honest.
II
Beauty is not optional
A protection product that doesn't live in the home doesn't protect anyone. We believe that the most effective thing a product can do is earn a permanent place in a family's daily life — and that requires beauty.
III
Privacy is the product
We protect families from invisible threats. We would never become one ourselves. Every architectural decision in the Ova app — on-device processing, zero data transmission, no advertising — exists because we mean this.
IV
No contradictions
An EMF protection product that emits EMF would be a contradiction. A privacy protection app that tracks location would be a contradiction. We hold every product decision to this standard. If we can't resolve a contradiction, we don't ship the feature.
V
The parent is the hero
Ova does not protect your family. You do. Ova is the tool that lets you do it better. Every word, every screen, every product decision is made to make parents feel capable, informed and proud — never anxious, guilty or sold to.
VI
Premium for a reason
Ova is not cheap. That is a deliberate choice. Premium pricing funds independent lab testing, OEKO-TEX certification, organic materials, and the ongoing research to stay at the frontier of what protection can mean. Cost is not a shortcut we take.
The journey

From 3am idea to
families protected.

2025
The founding moment
Rishi Bagga's 2am realisation after Aaryan's birth. Research begins. The gap in the market becomes undeniable.
Early 2025
Team assembled
Rishi brings together Navjoyt Bagga (operations & strategy), James Okafor (product engineering), Dr. Priya Chandrasekhar (material science) and Lena Brandt (brand and design). Five founders. One mission.
Mid 2025
EcoShield™ development begins
First contact with textile manufacturers in Portugal. The challenge: a silver-fibre fabric that meets medical-grade attenuation standards, is soft enough for newborns, and survives 50+ washes.
Late 2025
First independent lab test
EcoShield™ Batch 1 achieves 24.2 dB attenuation at 2.4 GHz (99.6%). The physics works. Development continues on wash durability and material softness.
Late 2025
Ova Meter design begins
The critical decision: no Bluetooth in the Meter. It connects via home Wi-Fi only. The principle of no contradictions is tested here for the first time — and holds.
Early 2026
Privacy architecture finalised
On-device processing only. No Ova servers hold family data. The Privacy Promise is written and published before the product launches. Non-negotiable.
Early 2026
Ova launches
The Ova Blanket, Meter and app launch together as a complete system. 847 families on the waitlist on day one. The first 100 orders ship from London within 5 days.
Today
Growing — without compromise
The Baby Set and Nursing Cover are available. The Bump Band, Sleep Suit, Pram Liner and Lap Pad are in development. Every new product goes through the same lab testing, the same privacy architecture, and the same no-contradictions test.
Brand principles

The five things
we never compromise.

These are not aspirations. They are the decisions we make every day — in product design, in copy, and in what we refuse to do.

I
Protection is invisible
The best protection is the kind you never have to think about. Ova works quietly in the background — like good parenting itself. If it requires effort to use, we haven't designed it well enough.
II
Science earns trust, feeling keeps it
Certifications and lab data open the door. Warmth, design and honesty make parents stay — and tell their friends. We lead with feeling, support with science, and never reverse the order.
III
No contradictions. Ever.
An EMF protection brand that uses Bluetooth, tracks location, or serves ads destroys its own argument. Ova's products and brand must be one consistent truth — in every detail, at every touchpoint.
IV
The parent is the hero
Ova is not the hero. The parent is. Every word we write, every screen we design, every product we make exists to make a parent feel capable, informed and proud — not anxious, not sold to, not lectured.
The team

Four founders.
One mission.

Rishi Bagga, Co-founder and CEO of Ova
Rishi Bagga
Co-founder · CEO
Solutions Consultant and father of Aaryan, born 2025. The 2am realisation that started Ova. Drives product vision, strategy and the privacy architecture.
JO
James Okafor
Co-founder · CTO
Electrical engineer with a background in EMC testing and RF shielding design. Father of three. Designed the Ova Meter's no-emission architecture from the ground up.
PC
Dr. Priya Chandrasekhar
Co-founder · Chief Science Officer
PhD in materials science, specialising in conductive textiles. Author of three peer-reviewed papers on silver-fibre shielding. Mother of one. Developed EcoShield™ and leads all lab certification.
LB
Lena Brandt
Co-founder · Creative Director
Former creative director at a Scandinavian design house. Mother of two. Responsible for everything you see — from the Ova wordmark to the matte black box to the ivory colourway. Her rule: if it isn't beautiful, it doesn't ship.
NB
Navjoyt Bagga
Co-founder · COO
Operations and strategy lead, and Rishi's co-founder. Drives supply chain, manufacturing relationships, quality control and logistics. Ensures every Ova product that ships meets the lab-certified standard.
You?
We're hiring
London · various roles
We're looking for people who care deeply about what they build and who they build it for. If Ova's values resonate, email [email protected] with the subject line "I want to build this too."
Where we work

Built in London.
For families everywhere.

Ova is designed and operated from Shoreditch, East London. Our fabric is manufactured in Portugal — one of Europe's centres of premium textile production — and assembled in the UK. Every blanket that ships carries a traceable supply chain from organic cotton farm to your front door.

Shoreditch, London
Ova Protection Ltd · Est. 2024
Join us

Because they can't
protect themselves yet.

Everything we build is for the moment a parent realises they want to do more. That moment is why Ova exists.

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