Storage Solutions That Promote Sustainability
In the bustling world of contemporary commerce, innovation has become the cornerstone of success. Amid this dynamic landscape, TidyUP, a company co-founded by Vani Talwar Khosla, has emerged as a disruptive force, redefining organisers and other storage solutions with a sustainable twist.
TidyUP embarked on its journey in 2021 offering solutions for storing bags and shoes carefully and protecting them from moisture, dust, mildews and scratches.
The company generated revenues of approximately Rs 1 crore in its first year, swiftly disrupting the market with its innovative idea. Within just three months, TidyUP achieved profitability. Reflecting on her company’s swift success, Khosla says, "We related to the market, but the people accepted it so well, and we also listen to our customers.”
Product Expansion
Rooted in a profound understanding of consumer needs, the company quickly expanded its product offerings beyond the initial concept. Venturing into the baby and lifestyle markets, the company is carving a niche for itself with innovative organisers that fit seamlessly into purses.
The company has also ventured into the men's market with gym bag organisers and even expanded beyond organisers by introducing stylish fellowships, bags, and jackets. Khosla emphasises that the driving force behind TidyUP's success lies in its commitment to offer something extra that the market has not seen before.
Commenting on company's target consumer base, Khosla says, “We initially envisioned to cater to a specific age group, only to learn that the appeal is widespread. Anyone ranging from age 18 to 65 who loves or cares about their belongings has ventured into our target market.”
Social Media Driving Reach
When it comes to marketing strategies, the company’s story leans heavily on social media. Organic growth and favourable PR too have been instrumental. As an e-commerce-based business, TidyUP's online presence has been crucial in driving its reach and brand recognition. With an invitation to join Amazon USA, the company is now set to expand its global footprint.
As regards pricing, Khosla says the business's ethos centres on affordability and premium quality. “Ranging from Rs 500 to Rs 4,000, our products offer a solution to preserving luxury items without breaking the bank. The market gap TidyUP addresses lies in providing affordable solutions for protecting and prolonging the life of cherished possessions,” she explains.
Recalling the birth of TidyUP's idea, Khosla says it was born from a desire to find a solution for preserving luxury items in the face of the Covid pandemic. With an eye on sustainability, TidyUP also promotes the ideology of reducing consumption and prolonging product life through carefully crafted storage solutions. "Our product itself is an ideology of sustainability," says Khosla.
Looking ahead, the company remains in sync with the growing luxury market, which places an increasing emphasis on sustainability. With an ambitious plan to grow 5x in the next two to three years, TidyUP is set to scale new heights.
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