This Mompreneur Successfully Runs A Kids Apparel Brand Named Indie Project Store

Women are often made to choose in life — either be a great mother or a great entrepreneur; you can’t have both without being judged. But, mompreneur Shilpi Sharma Bedi lives by the mantra, “A happy mom is the best mom!”

Shilpi has a decade of expertise in Human Resources, where she trained freelancers at Bangalore-based NGO, Wadhwani Foundation. She got married in 2015 and shifted to Hyderabad. During this period, she had left her corporate job to focus on mommy-hood. After having two children, Shilpi set up the building blocks of her baby apparel business called Indie Project Store. Her designs were loved and appreciated by her friends, which set her on the path of entrepreneurship.

Shilpi runs the business with her dear friend & co-founder Satyabhama N. They’ve known each other for almost 15 years.

“Being in the same workspace for over a decade, we have often shared like-minded ideas—and luckily, both of us got married in the same city,” says Shilpi.

About the brand

The brand offers apparel for kids from the ages of 0-8 years. They primarily run the business through their online portal and as well receive orders from social media via Facebook, Instagram and Pinterest. They also list curated products from fellow enterprising mompreneurs.

The 5-year old venture supports rural employment by outsourcing some of their manufacturing process to small scale businesses and home workers from Jaipur and Hyderabad. Full time, they have a team of 5 members across marketing, website and customer care verticals. They’re always happy to work with freelancers and independent tailors, and love to give new talent a chance to be part of their creative processes.

With over almost 400-500 orders per month, the Indie Project Store has reached more than 10,000 customers over the five years that they have been in business. Their clothes retail between Rs 500 and Rs 2,000, and they cater mainly to the Southern parts of India, and have orders coming in from USA, Canada and Singapore too.

Indie Project Store Is Weaving Threads Of Sustainability

The brand is known for their use of natural colours like ikat prints and hand-woven fabrics like Mangalgiri cloth. Last year, they launched two lines and their Summer collection was a huge hit. It is among their bestsellers because of how they transformed traditional fabric into contemporary designs. They make use of animal motifs created by hand block printing. 

Mid-year, they launched a festive collection and in between, they also released a limited edition capsule collection of sleepwear for kids.

“Our USP lies in not making poppy, fancy, synthetic clothes because we believe in organic, conscious, and environment-friendly living. And so do our clients. A sensible approach to designs and fabrics works very well for us”, says Shilpi.

This is attested by parents who come back every summer as repeat customers to refresh their children’s wardrobe. In fact, the brand also counts a few celebrities and celebrity wives from the South as their customers.

Shilpi says,

“We have never met our first customer, but she’s still in touch with us even after 5 years. She found us through social media and placed an order for whatever we had in store. We placed the products in a cardboard box and hand-painted it because even back then we were eco-conscious. We were as excited to send her the products as she was waiting to get them from us. It wasn’t about the money; it was about acceptance and warmth.”

What’s Next For Indie Project Store

Much like with many other businesses, the lockdown hit Indie Project Store’s sales too. But, they soon embraced the digital-first approach. The brand’s focus is on increasing inventory and reaching customers above and beyond their social media community. As curators of local brands, they want to help small businesses connect with customers who are looking for quality products for their children. Their goal is to grow their own line while also serving as a discovery platform for Indian parents.

Surely, ‘I Boss Mom’

Every working mom has a family that has her back, and if that family includes her in-laws, then it’s a cherry on the cake. Shilpi’s in-laws have encouraged her to pursue her professional goals and have supported her so that she can focus on achieving them. Shilpi concludes,

“When your kids are growing up, they need more attention and this can be overwhelming. A support system helps you find the balance between work and personal life so that you can engage with your kids while still pursuing your professional goals. Mom guilt is real, but it doesn’t have to be. A happy mom is the best mom, I’ll say it again and again.”