In a vibrant and insightful conversation with The Indian Startup Times, Niti Parekh and Sangita Rohira—founders of Taffykids, India’s first fashion-first brand for Gen Alpha—opened up about their entrepreneurial journey, the thrill of Shark Tank India, and their bold vision to transform the children’s fashion industry.
Founded in March 2021, Taffykids was born out of a keen observation: while comfort in kidswear was widely addressed, fashion was sorely missing. As former colleagues at House of Anita Dongre, both Niti and Sangita brought in deep-rooted industry knowledge and a shared passion for redefining style for the youngest generation. What started as a homegrown venture has quickly evolved into a nationally recognized brand—one that’s not just winning over kids and parents but also investors.
Filling a Fashion Gap for Gen Alpha
The duo recognized a gap in the Indian market for fashion-forward clothing for children—especially Gen Alpha, who are growing up in a more global, trend-savvy environment. Most brands focused on cartoon-based, comfort-only wear. Taffykids, however, chose to take inspiration from adult menswear and womenswear trends, creating stylish, comfortable, and playful pieces that speak to modern sensibilities.
Their efforts struck a chord. Within months of launch, the brand began attracting attention from young moms across India—and more recently, from the Sharks.
A Shark Tank Success Story
Their big break came when they pitched Taffykids on Shark Tank India. The experience, described by both founders as “thrilling but nerve-wracking,” resulted in four investor offers. Eventually, they struck a deal with two powerhouse Sharks—Vineeta Singh (CEO, Sugar Cosmetics) and Ritesh Agarwal (Founder, OYO)—settling on ₹75 lakhs for 1.5% equity.
The impact was immediate. Taffykids gained 10,000 new Instagram followers overnight, a massive spike in website traffic, and even saw international franchise interest. Their tightly-knit mom community grew to a staggering 4 lakh members.
“Vinita understood our product’s uniqueness and its resonance with millennial moms,” shared Niti, “while Ritesh appreciated our transformative approach to children’s fashion.”
Building a Distinctive Brand with Soul
The name Taffykids draws inspiration from saltwater taffy candy—symbolizing the brand’s personality: a blend of sweetness and sass. But creating a new category in the kidswear market hasn’t been without its challenges. Introducing styles like crop tops for children, for instance, required both market education and confidence in their design language.
Their differentiation lies in moving away from typical kiddie patterns. “We don’t do the usual prints. Our designs are fashion-led,” explained Sangita. “We study adult fashion trends and translate them for children.”
Today, Taffykids operates from an 8,000–9,000 sq ft warehouse and FirstCry has approched Taffykids in its early days, further solidifying its industry standing.
A Sustainable Approach, Tailored for India
Sustainability is another area where the brand is making conscious strides. Taffykids upcycled leftover fabric, avoids overproduction by creating new designs weekly (rather than seasonally), and uses a range of responsibly sourced materials including cotton, viscose, and imported polyester.
However, sustainable kidswear comes with its own set of hurdles. “Children outgrow clothes quickly, so parents are price-sensitive. We’re working on making sustainability more affordable and accessible,” the founders shared candidly.
Looking Ahead: Stores, Collaborations, and Teenwear
The next six months are all about growth and expansion. Plans are already underway to launch offline stores, collaborate with fellow Shark Tank India brands, and diversify into teenwear, footwear, accessories, and more.
When asked to sum up their brand in one word, both founders replied without hesitation: “Fashion.”
Their long-term vision? “To make India’s kids the most fashionable, globally recognized trendsetters,” said Niti.
Key Lessons from the Founders
In closing, Niti and Sangita reflected on the top three lessons they’ve learned on their journey:
- Total commitment is non-negotiable
- Having the right team makes all the difference
- Consistency beats everything—just keep showing up
Conclusion
With a clear vision, bold design sensibility, and a strong community of parents rallying behind them, Taffykids is carving a unique space in India’s fashion and startup landscape. Niti Parekh and Sangita Rohira aren’t just dressing Gen Alpha—they’re empowering a new generation to express themselves through style. As they gear up for offline expansion and exciting collaborations, their journey stands as an inspiring reminder of what passion, persistence, and purpose can achieve. The future of kidswear in India looks refreshingly fashionable—and Taffykids is leading the charge.
-By Sandhya Bharti, Deputy Editor, The Indian Startup Times
