Keebee Story: Getting into India’s ever-pacing market of kidswear, two classmates, Vandana Kalagara and Smruti Rao, turned into entrepreneurs.
They have a manufacturing enterprise named Keebee Organic, which is known for making sustainable kidswear. Plus, they sell directly to the consumer via their website and online channels like Nestery, FirstCry, and even Myntra.
The source of inspiration: After passing out of NIFT, Vandana worked in the design industry and even completed her master’s from FIDM in the US. Later, she took a break after her child was born.
According to Vandana, ‘I loved designing apparel for kids. During the break, I started doing freelancing in design work. When my kid started going to school, I asked her what she wanted to be in the future. And her response was shocking—that she wanted to stay at home like me and her grandmother.’
This inspired Vandana to get back to what she loves. She did some research and found a lack of options for organic clothing for kids. This led to the start of Keebee in 2016.
Smruti joined the business in 2018 as a co-founder. Both of them took out Rs. 15 lakh as a loan and invested in the business.
Keebee’s manufacturing setup
Keebee is a Hyderabad-based brand that manufactures Global Organic Textile Standard-certified units in states like Gujarat and Tamil Nadu.
Smruti, who manages the manufacturing, says that they have started their manufacturing unit in Hyderabad but that it is not GOTS-certified.
Keebee is known for making casual wear, ethnic wear, undergarments, and other kid products. The products are made for kids up to 10 years old. Also, the clothing range starts at Rs. 350 and reaches Rs. 4000.
The initial days of this brand weren’t easy. The first-time entrepreneur, Vandana, had to go through various issues like finding organic cotton suppliers, GOTS-certified manufacturers, etc.
The market and severe competition: The rising disposable income of various households in India, including those with dual incomes, has resulted in the growth of the kidswear clothing market. This segment of the market was estimated to be $16.62 billion in 2020. It is expected to grow by 5.89% at a CAGR. And it is going to reach a value of $22.53 billion by 2026, as per ResearchAndMarkets.
The entrepreneurs are trying to understand the competition in the different categories of kidswear. Keebee plans to expand its product range in the future
