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Imagine a world where your cherished luxury bags and shoes could stand the test of time, free from the inevitable wear and tear that comes with regular use. Vani Talwar Kohsla and Paridhi Sekhri didn’t just imagine it; they brought it to life with a dash of sustainability and a whole lot of passion.
The Birth of an Idea
In 2021, Vani and Paridhi, two entrepreneurs with a vision, launched TidyUp, a startup born from a simple yet profound realization: luxury items, with their hefty price tags and sentimental value, deserve a lifetime of utmost care and attention. Their mission was clear - protect these valuable items and promote sustainable consumption among fashion enthusiasts.
TidyUp introduced organizers and storage solutions, meticulously designed to safeguard bags and shoes, crafted from recycled eco-felt, known for its lower carbon footprint and exceptional durability. These weren’t just accessories; they were protective shields, preventing bags from sagging and protecting them from potential damages like scratches and stains.
With Paridhi’s degree in Business and Marketing from IILM University and a Fashion Designing Diploma from NIFT, New Delhi, she brought a unique and invaluable perspective to her role.
Navigating the Ecommerce space
TidyUp, a direct-to-consumer (D2C) startup, made its mark in the e-commerce space, offering its products on its own website and Amazon.
In an innovative customer-centric move, the brand introduced a 'try before you buy' service in Delhi NCR, allowing customers to experience the products in the comfort of their homes before making a purchase, showcasing their unwavering commitment to customer satisfaction.
Initially launching with 20 SKUs, TidyUp has since expanded its product offerings to a staggering 220 SKUs across five categories. These products, spanning a price range from Rs 450 to Rs 9,000, cater to a diverse audience.
While TidyUp primarily targets fashion-conscious women aged 20-55, their appeal extends to individuals making sustainable lifestyle choices, valuing quality products that protect and preserve their prized possessions.
Innovative solutions for luxury care
TidyUp also introduced "shapemates" and "shoemates" - soft pillow shapers equipped with moisture-absorbing silica packets, maintaining the structural integrity of bags and shoes, and preventing mold, mildew, and unpleasant odors. They promised a usage life of three to five years, depending on conditions, and created a controlled environment that extended the lifespan of cherished items.
With the handbag market expected to grow annually by 6.10% (CAGR 2023-2026) and the footwear market projected to grow annually by 4.84% (CAGR 2023-2028), according to Statista, TidyUP is aiming to disrupt the growing market with its innovative, quality, and functional products.
Combining tradition and technology
Building a dedicated team presented another challenge, but TidyUP overcame it. Their team is now instrumental in their success, continually responding to evolving customer needs and preferences.
"We have partnered with Indian manufacturers and are supporting Indian-made products and promoting domestic manufacturing, thereby playing a role in supporting the Make in India vision and contributing to the growth of the Indian economy. We are also encouraging innovation in India which can help create new industries and products, which can in turn create jobs and boost the economy in the near future," the startup said.
Manufacturing primarily takes place in Delhi, Panipat, and Jaipur. To guarantee the utmost quality, TidyUp partners with manufacturers possessing extensive expertise, experience, knowledge, and capabilities tailored to their specific product requirements.
The startup seamlessly combines traditional manufacturing techniques with modern technology-assisted processes. Skilled artisans work hand in hand with technology to craft these products, primarily in Delhi, Panipat, and Jaipur. This fusion of craftsmanship and innovation ensures that each TidyUp product is a masterpiece of quality and functionality.
Its remarkable journey has been marked by significant milestones. As the brand gains momentum, it enjoys the endorsement of renowned celebrities such as Mira Kapoor, Sonam Kapoor, Pernia Qureshi, and Delnaz Irani. TidyUp's remarkable journey thus far boasts sales exceeding 7,500 units and a commendable customer retention rate of 45%.
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