From humble beginnings to nationwide acclaim, Little Box India is a beacon of sustainable fashion. Co-founded by Partha Kakati and Rimjim Deka, the brand’s journey started with a vision to revolutionize the fashion industry. Through a direct-to-consumer model, they’ve scaled to an ARR of 90 crore rupees within less than two years. Their focus on sustainability is evident through on-demand production and high-quality materials. Appearing on Shark Tank India, they garnered interest from all five sharks, showcasing their potential. With overwhelming customer response and a commitment to innovation, Little Box India continues to redefine fashion while staying true to its core values.
Q: Can you share about your journey with Little Box and how it started? What inspired you to create a sustainable e-commerce clothing brand?
A: I’ve been in the fashion and D2C brand-building space for about 12 years. I started my first company in 2012, one of India’s first D2C fashion brands, as online shopping was gaining traction in the country. After scaling it to around 85 CR, I left the company in December 2021. During a six-month break, I realized I couldn’t do anything else and decided to start Little Box with my husband in June 2022. We launched the brand as a direct-to-consumer (D2C) brand, targeting Gen Z women aged 18 to 24. Starting with women’s clothing, we later expanded to include a men’s category on our website. Now, after about one year and ten months, we have scaled the brand to an Annual Recurring Revenue (ARR) of around 90 CR, and we are still bootstrapped but looking to raise funds to compete more effectively in the competitive fashion market.
Q: How did you develop the name “Little Box” for your brand?
A: The name “Little Box” was chosen to be easy to say and recall. We only spent a little time deciding on it; our team sat together within an hour and finalized the name.
Q: How do you ensure that sustainability is at the core of your business, especially regarding materials and production?
A: Sustainability is a key focus for us. We use an on-demand production model, which helps us reduce waste by producing items only when ordered. This approach also reduces our operational expenses. We have also shifted towards using higher-quality fabrics to improve the longevity of our products. Our real-time retail model also helps us minimise excess inventory, a significant waste source in the fashion industry.
Q: How much research goes into launching your products?
A: Research is an ongoing process for us. We constantly monitor trends on social media platforms like Instagram, Snapchat, and YouTube to understand what our customers are interested in. We also keep track of events and festivals to align our product offerings with consumer preferences. This continuous research helps us stay relevant and offer products that resonate with our target audience.
Q: How do you communicate your sustainability efforts to your customers?
A: We communicate our sustainability efforts through our website and marketing materials. We emphasize that we are a sustainable brand that reduces waste and overproduction. We also highlight the quality of our products, as we believe that offering high-quality items at affordable prices is a vital part of our sustainability strategy.
Q: What challenges did you face while establishing Little Box India, and how did you overcome them?
A: One of the significant challenges we faced was establishing the proof of our concept and product. However, over time, we have built a loyal customer base and proven the viability of our brand. Another challenge was establishing a tech-enabled supply chain in India, which required bringing various components under one umbrella. Despite these challenges, we overcame them through perseverance and innovation.
Q: How long has Little Box India been operational, and what is its current Annual Recurring Revenue (ARR)? Also, could you let me know the company’s current funding status?
A: Little Box India has been operational for around one year and nine months, with an ARR of approximately 90 crore rupees. Despite being bootstrapped, the company is now seeking funding due to the competitive nature of the fashion market.
Q: Could you describe your appearance on Shark Tank and how it happened? What responses have you received from the sharks?
A: Appearing on Shark Tank was an excellent experience for us. It provided us with 20 minutes of airtime on national television, which is invaluable for a startup like ours. After the episode aired, the response was overwhelming, with a significant increase in sales and website visitors. The validation from being on Shark Tank has been tremendous, and we have received follow-ups from the sharks themselves, such as Mr Amit Jain, which has been encouraging for our brand.
Q: How did it feel when all five sharks showed interest in investing in Little Box India?
A: When all five sharks expressed interest in investing, it was a validating and energizing moment for Little Box India. It showed that the brand had potential and could benefit from their expertise and resources. This kind of support and belief from successful entrepreneurs boosted confidence and motivation to excel further.
Q: How has the response been from customers since your launch, and how do you measure the impact of your sustainability efforts?
A: Customers’ response has been positive, with an increase in sales and website visitors since our appearance on Shark Tank India. We measure the impact of our sustainability efforts through customer feedback and engagement and metrics such as sales and website traffic.
Q: What advice would you give to entrepreneurs looking to pitch their ideas on Shark Tank?
A: My advice would be to be authentic during the pitch. The sharks can tell if you’re not genuine, and it’s essential to be prepared but also natural in your responses. The creative team at Shark Tank India helps with the initial pitch, but the rest of the interaction with the sharks is spontaneous and requires authenticity.
Q: How do you envision the future of Little Box India, and what are your goals for the company in the next few years?
A: Our vision is to become one of India’s fastest-growing and biggest fashion brands, focusing on real-time retail. We want to leverage technology to support this vision and aim to be a prominent made-in-India fashion brand for the country.
Q: Which parts of India do you receive most of your online orders from, and where are your products most liked?
A: Most of our online orders come from metros and tier 1 cities, with Maharashtra being our top state for orders. In tier 2 cities, we receive orders from places like Ludhiana, Chandigarh, Guwahati, and Lucknow, showing a broad appeal for our products.
Q: How has appearing on Shark Tank impacted Little Box India, and what was the experience like?
A: Appearing on Shark Tank has been a great platform for Little Box India, providing valuable airtime and visibility. The experience was pleasant, with a fun and exciting atmosphere. Since the episode aired, there has been an overwhelming response, with a significant increase in sales and website visitors. The show has also validated the brand, boosting confidence and motivation to achieve more.
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