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Children’s fashion
- as ifStart Story | December 26, 2022
“My advice to young entrepreneurs would be to turn your passion into a career” -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 apparel industry for the past 30 years. He has mainly worked in various sectors including retail, wholesale manufacturing and export. He has gained a lot of experience and experience in this field. 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 East India Garment Manufacturers and Exporters Federation.
Mayank Varma, co-founder and COO of Kidcity, on the other hand, is a BBA graduate from Symbiosis University in Pune. After graduating from college, Mayank intended to join his family’s manufacturing business, so he flew back to Kolkata. It was during this time, working with his father, that he realized the problems and challenges that children’s clothing manufacturers face every day. Previously heard only from his business colleagues. As a young entrepreneur with a deep belief in the digital world, he tried to solve problems with his father’s experience to make his business run smoothly for every manufacturer in the county.
Why Kidcity?
One of the biggest problems faced in the industry is the issue of communication, manufacturers are completely dependent on several middle-level layers to sell their products, which has a significant negative impact on the overall supply chain process. Kidcity strives to change the game by directly connecting manufacturers with retailers through a seamless mobile app.
Manufacturers can access thousands of retailers at once and retailers can access hundreds of brands on a single platform. This model will definitely reduce the cost of the product and make the whole process more efficient. Kidcity’s basic mantra for retailers is, “Carido Utna, Chaho Jitna” “Carido Tab, Chaho Jab” . Mr. Jay recalls that the idea of Kidcity sprouted in his mind during the Covid-19 lockdown. Furthermore, the children’s industry is one of the largest and fastest growing in the country with a consumer base of 40 crore children, which is increasing by 2.5 million every year. There is a great opportunity to hit in the coming years.
Kidcity started its business with kids clothing segment and will gradually add other categories like shoes, school wears, baby care products etc. in the coming months. There are 20 lacs + shops selling kids clothes in India alone. After the footprints are well laid in the huge Indian market, the founders want to explore business beyond the borders in Middle Eastern countries, Bangladesh, Bhutan and Sri Lanka. Kidcity focuses on their core strength of Kidswear and other children’s products.
The company even talked about its goals in the next three years. The founders want to increase to 1 lac retailers with 500+ brands in their portfolio and want to achieve 500 crore GMV.
Covid 19 and digitalization is a blessing.
Mayank considers Covid-19 a blessing in disguise for Kidcity. In general, businesses in India have increased digital adoption in a short span of time, he said. Everyone has a UPI enabled smartphone in their hand. Digital adoption in India has reached a peak in a short span of time. People are now happy and ready to go online for their needs and are well aware of its benefits. Behavioral change is no problem when it comes to digital adaptation.
Advice for young people
Jay ended the interview by encouraging the younger generation to turn their passion into a career. He believes that this alone gives him the strength and motivation to run a business. Knowledge of the target industry is the first step to success, stating that the technology only acts as an enabler. He also mentioned how KFC founder Colonel Sanders encouraged him. Like, Sanders founded a fast food company at the age of 65, and started KidCity at the age of 52!
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