Can This Kidswear Brand Achieve Rs 2 Crore in Monthly Sales with Mother-Centric Products?

India’s Booming Ecommerce Landscape: A Transformative Shift

India’s ecommerce arena is experiencing an unprecedented surge, revolutionizing the retail sector through rapid expansion and widespread adoption nationwide. Over the past two years, the digital marketplace has witnessed remarkable growth, permeating nearly every pincode and reshaping consumer behavior and shopping patterns.

This extraordinary growth is fueled by a substantial influx of private equity and venture capital funding, surpassing $15.4 billion in 2022. Such substantial investments underscore investors’ strong confidence in the Indian ecommerce sector’s potential and future trajectory.

Forecasts paint an optimistic picture, projecting the market size to skyrocket to $111 billion by 2024 and an astounding $200 billion by 2026. Amidst this flourishing ecommerce boom, a significant demographic shift is emerging—the increasing influence of women, particularly mothers, in shaping household purchasing decisions.

This shift signifies more than just a passing trend; it reflects profound societal changes, with women assuming greater control over household spending, especially in lifestyle and well-being categories.

However, the ecommerce market has yet to fully cater to the nuanced needs and preferences of this influential consumer segment. Subcategories like kidswear, womenswear, and home improvement, traditionally influenced by women, offer untapped opportunities within the ecommerce sphere.

The potential to tailor offerings and platforms that deeply resonate with women’s preferences, values, and aspirations, particularly those balancing career and family roles, remains largely unexplored.

This market gap, coupled with the evolving role of women in the consumer economy, calls for targeted intervention. Recognizing this need, there arises an opportunity for an ecommerce platform that not only comprehends but also prioritizes the modern woman’s perspective.

Who Founded Includ?

In April 2023, Ashwin Rastogi, leveraging his investment expertise and background in fast fashion brands, established Includ.

Ashwin, an alumnus of the Birla Institute of Technology and Science, Pilani, holds a Bachelor of Engineering degree. Before launching Includ, he held pivotal roles as the Country Director for Urbanic and the Country Manager for Club Factory. He also garnered experience at Eight Roads, Premji Invest, and J.P. Morgan.

Joining Rastogi in the founding team is Sumit Arora, serving as the Chief Technology Officer (CTO). Arora boasts an extensive engineering background, having worked at prominent firms like Shiprocket, Majid Al Futtaim, U2opia Mobile, and HP. In 2012, he initiated his inaugural venture, Thinkcabs, and later founded Zappka Tech.

What Does Includ Offer?

Includ, headquartered in Gurugram, caters to the evolving dynamics of Indian households, where women play an increasingly pivotal role in financial and purchasing decisions.

Understanding this shift, Includ has developed a specialized platform dedicated to empowering women, especially mothers. It offers a meticulously curated array of children’s apparel and plans to expand into womenswear and home improvement products.

The startup’s mission is to fill market gaps by providing a shopping experience tailored to the needs, preferences, and lifestyle of modern Indian women. Includ’s focus on affordability, with prices starting at just Rs 449, ensures fashion accessibility without compromising style or quality, appealing to a broad audience in a value-conscious market.

Backed by a group of angel investors, including industry veterans like Shailesh Rao, Includ strategically targets the kidswear segment, driven by its high purchase frequency and resonance with mothers aged late-20s to early-30s. This approach aims not only to capture market share but also to establish a meaningful connection with a demographic influential in household decisions and responsive to social media trends.

Focusing on Sales Growth

With a dedicated team of 25 individuals, Includ is honing its efforts on achieving robust monthly sales, targeting up to Rs 2 crore. The company remains agile, continuously expanding its product line to meet evolving consumer demands.

Despite the competitive landscape in kidswear, marked by established players such as FirstCry, Includ is carving out its niche. Leveraging a diverse product range and the convenience of online shopping, the brand distinguishes itself. Future aspirations include venturing into womenswear and home products, broadening its appeal and offerings.

Looking forward, Rastogi, the visionary behind Includ, envisions a foray into offline retail, starting with kidswear and eventually expanding further. This strategic move garners support from prominent investors, reflecting confidence in Includ’s growth trajectory and adaptability.

Includ’s ambitions transcend national borders, eyeing significant international presence, particularly in regions like the Gulf Cooperation Council (GCC) nations and Bangladesh. The brand strategically leverages India, Bangladesh, and China as supply hubs while targeting key markets in the GCC, India, and Southeast Asia.

With a global outlook and a keen understanding of its target demographic, Includ emerges as a formidable player in the ecommerce realm. Positioned to meet the evolving needs of modern families, the brand’s strategic vision resonates both in India and on the global stage.