Founders of Kidcity intend to radically change the way Kidswear business is being done in India

• ByStartupStory     |    December 26, 2022

“My advice to young entrepreneurs will be to turn your passion into a profession”  –Jay Varma, co-founder, CEO of Kidcity in an exclusive interview with Startup Story.

Jay Varma, Co-Founder and CEO of Kidcity, has worked in the clothing industry for the past 30 years. He has primarily worked in various sectors of the same industry, such as retail, wholesale manufacturing, and exports. He has gained a lot of experience and expertise in this field over time. Even at the age of 50+, Mr. Varma is a student. He is always eager to learn more from his experiences. He is also serving as the secretary of the Eastern India Garment Manufacturers & Exporters Federation. 

Mayank Varma, Co-Founder and COO of Kidcity, on the other hand, is a BBA graduate of Symbiosis University in Pune. Mayank intended to join his family’s manufacturing business after graduating from college, so he flew back to Kolkata. It was during this time, while working with his father, that he realized the issues and challenges that a kidswear manufacturer faces on a day to day basis.  which he had previously only heard from his business colleagues. As a young entrepreneur with deep trust in the digital world, he attempted to address the issues with the experience of his father so that the business could run smoothly for every single manufacturer in the county. 

Why Kidcity ? 

One of the biggest challenges faced by the Industry is the issue of connectivity , manufacturers are fully dependent on the several layers of the middlemen to sell their products , which has a serious negative impact on the entire supply chain process. Kidcity strives to change the game by connecting manufacturers with retailers directly through a seamless mobile app. 

Manufacturers will be able to reach out to the thousands of retailers in one go and retailers will be able to access hundreds of the brands through one platform. This model will definitely bring down the cost of the product as well make the entire process efficient. Kidcity’s fundamental mantra for retailers, “Kharido utna , chaho jitna” “ Kharido tab, Chaho Jab” .  Mr Jay recalls that the idea for Kidcity germinated in his mind during the Covid 19 lockdown. He goes on to say that the children’s industry is one of the largest and fastest growing industries in the country with a consumer base of 40 crores children which increases by 2.5 crore every year. There is a huge opportunity to tap in the coming years. 

Kidcity has started the business with the Kids wear segment and will gradually add other categories like shoes, school dresses , baby care products etc in the months to come. There are 20 lacs + shops selling Kidswear in India alone. Once the footprints are set well in the huge Indian market, Founders would like to go beyond borders to explore business in  Middle Eastern countries, Bangladesh, Bhutan, and Sri Lanka. Kidcity will remain focused on their core strength of Kidswear and other kids products. 

The company even talked about its goals for the next three years. The founders want to add close to 1 lac retailers in their portfolio along with 500+ brands from all production hubs and achieve 500 crore GMV. 

Covid 19 and digitalization a blessing in disguise

Mayank considers Covid 19 to be a blessing in disguise for Kidcity. He states that in general, businesses in the market in India have increased their digital adoption in a short period of time. Everyone has a  Smartphone in their hands with active UPI. Digital adoption in India has gone notches higher in a short span of time. People now are happy and eager to go online for their needs and know well about the benefits. Behavioral change is no more an issue when it comes to digital adaptation.

Advice to youngsters

Jay concluded the interview by encouraging the younger generation to turn their passion into a career. He believes that only this can provide the strength and motivation needed to run a business. He further states that technology only acts as an enabler so that knowledge of targeted industry is the first priority to become successful.  He also mentioned how Colonel Sanders, the founder of KFC, inspires him. Just like, Sanders founded the fast food company at the age of 65, he started Kidcity at the age of 52! 

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