New York-based children’s lifestyle startup brand, Masala Baby, has announced its foray into the Indian market with a special collection of designer clothes to be available on FirstCry-BabyOye, reports said. It will be backed in its debut enterprise by Sajan Raj Kurup’s Ventureland Asia.
About Masala Baby
Masala Baby was founded in 2010 by Dipali Patwa, who heads an all-woman team. Patwa makes a conscious effort to collaborate and works with artisanal communities, many of which are led by women.
Masala Baby’s unprecedented success in the USA led Ventureland Asia, the boutique investment engine of Creativeland Asia Group, to take up a 30% stake in Masala Baby for an undisclosed amount in the company’s early-stage funding round in 2017. It was self-funded till 2016.
Masala Baby boasts of a clientele that includes Kareena Kapoor, Jessica Alba, Channing Tatum, Amy Davidson, Jessica Hall, Sarah Wright Olsen, Alec Baldwin and Hilaria Baldwin among others.
Patwa has many feathers in her caps. She has had the experience of working at Fabindia, Museum of Modern Art in New York, Martha Stewart, Ralph Lauren, among others.
Current plans in India
At the launch of Masala Baby in India, Patwa said,
“India has been our primary market to source all our products and material, and we’re delighted to now offer our products back to the India market.”
The US-based startup aims to launch a culturally relevant brand for India that understands the nuances of the Indian marketplace but will be colored with western style sense and would bring about the greater engagement of the parent community.
“We eagerly look forward to collaborate with more artisan communities and provide long-term sustainable employment. This is the DNA of our brand – artisanal, sustainable, socially engaged with a give back component.”
On the India launch Kurup, founder of Ventureland, explained the reason for their collaboration in these terms,
“One of the main reasons Ventureland Asia invested in Masala Baby was not just for their unique aesthetics but also because of their core purpose of working with artisans and using the skills of local craftsmen to create their product line and giving back to the community. We are proud of the team’s achievements and look forward to a great India launch.”
The reason that Masala Baby has turned its focus towards India is due to the country’s soon-to-be $26 billion Indian children’s market with strong product-based curation and click-to-brick approach.
Masala Baby’s dreams of becoming a truly omnichannel brand and a one-stop experience shop for children’s apparel, accessories and much more. The startup’s emphasis on sustainable and employment and work with diverse, artisanal community makes it a brand to look forward to.