In a world where sustainability is more than a buzzword, Ariro Toys stands out as a pioneer in eco-friendly and educational playthings. Co-founded by Nisha Ramasamy, the brand specializes in wooden toys, baby gear, and Montessori-inspired products designed for children aged 0 to 3 years. With a mission to redefine early childhood experiences through safe and sustainable toys, Ariro has touched the lives of over 2 lakh customers globally. In an exclusive interview with Indian Startup Times, Nisha shared the journey, challenges, and vision behind this remarkable venture.
Introducing Ariro Toys
“Ariro Toys is rooted in the Montessori philosophy, focusing on natural, safe, and sustainable toys for young children,” Nisha explained. The brand has developed 115 distinct products, with 88 currently available on their website, earning glowing reviews from over 7,500 customers. Their use of naturally seasoned neem wood and other organic materials has set a global benchmark, making them the first to offer neem wood products worldwide.
Beyond their website, which contributes 75% of the company’s revenue, Ariro’s products are available on Amazon, FirstCry, and in 250 preschools and 30 standalone stores across Chennai. Internationally, the brand has already made its mark in markets like Qatar, the UAE, and Australia.
Sustainability at the Core
At Ariro Toys, sustainability isn’t just a principle—it’s a practice. From their chemical-free neem wood products to natural colors derived from lacquer, every detail is meticulously crafted to ensure minimal environmental impact. Their packaging is refurbished and includes seeds for customers to plant, emphasizing their commitment to a greener future. “We strive to minimize our carbon footprint and educate parents about the importance of sustainability,” Nisha said.
The company employs 120 rural artisans, providing them with training to meet the brand’s high design standards. This initiative not only supports local communities but also aligns with Ariro’s mission of fostering a sustainable production ecosystem.
Inspiration Behind Ariro Toys
Ariro’s journey began when Nisha’s daughter was diagnosed with atopic dermatitis, making conventional plastic toys unsuitable. As a Montessori teacher, Nisha recognized the importance of safe, educational toys in early childhood development. Her quest for sustainable alternatives led her to neem wood, a material cherished for its natural antibacterial properties.
“Initially, the concept was met with curiosity and enthusiasm from friends and family,” Nisha recalled. Encouraged by their response, she and her husband decided to fill the market gap for safe, sustainable toys, laying the foundation for Ariro Toys.
Overcoming Challenges
Educating parents about the value of sustainability and Montessori-inspired designs was one of the brand’s early hurdles. Additionally, onboarding rural artisans and ensuring they adhered to Ariro’s design ethos required significant effort. However, the growing awareness among millennial parents about child safety and development has fueled the brand’s adoption.
“The positive response from parents and educators has validated our mission,” Nisha said, highlighting the trust they’ve earned from their community.
Expanding Horizons
Ariro Toys has ambitious plans for the future. The brand is set to launch 42 new products, expand into more international markets, and explore innovative sustainable materials. With a vision to build a 1,000 crore brand from India, Ariro aims to cater to older age groups and diversify its product range.
The company also leverages digital platforms like Instagram for community engagement and educational content. From specifications to parenting tips, their online presence is designed to inform and inspire.
Lessons Learned and Advice for Entrepreneurs
Nisha’s journey underscores the importance of adaptability and customer connection. “Don’t wait for perfection,” she advised aspiring entrepreneurs. “Start with your idea, learn as you go, and stay true to your vision.”
The strong partnership between Nisha and her husband, who co-lead the business, and their alignment with the brand’s core values have been instrumental to Ariro’s success. Their collaborative approach and dedicated team have helped the brand flourish in a competitive market.
Conclusion
Ariro Toys is more than a brand; it’s a movement towards sustainable and mindful parenting. By prioritizing safety, sustainability, and early childhood development, Nisha and her team have created a legacy that resonates with parents worldwide. As Ariro continues to grow and innovate, it is an inspiring example of how businesses can make a meaningful impact.
