This Brand Is Here To Deliver All Natural, Comfort Clothing For Newborns

A graduate from National Institute of Design (NID), Ahmedabad and working as a consultant colour researcher for companies like Asian paints, Navdeep started an indigenous cotton-made baby clothing & toys brand, Aagghhoo.

How Aagghhoo Came Into Existence

Navdeep from very early on was interested in the concept of sustainability, and back in 2013, she noticed that some of the baby clothes were irritating her young daughter’s sensitive skin. This made her think about starting a clothing line for children with fabrics that were soft and comfortable for kids. At the time, she already had a studio called The Colour Workshop, through which she offered her colour research services. 

With a real passion, Navdeep gave her heart and soul to understand the science behind fabrics and how they react to an infant’s fragile and sensitive skin. After thorough market research and design feedback, she officially launch Aagghhoo in 2019. The first release was a line of herbal dyed signature prints inspired by a baby’s emotions. These apparel are made using soft, organic fabrics for children upto 2 years of age.

“I noticed that most foreign brands dominated the children’s apparel market and even Indian brands were pushing sales with non-organic cotton clothing that was actually contaminating the soil with chemicals. Right from inception, we gravitated towards using indigenous cotton, which are rain-fed and require lesser water to grow.”

About The Company

Bootstrapped since inception, Aagghhoo runs out of a studio in Bangalore. Navdeep herself picks the fabric and as well designs the kids’ apparel, which are then stitched by her in-house production team. They process close to 50-100 orders per month, apart from the bulk orders at certain intervals. Along with catering to the Indian market, they have been receiving orders from USA and Australia too. The brand stocks their products in some sustainable stores in Bangalore, and they soon plan to expand internationally.

In less than a year and a half, Aagghhoo has over 100 SKUs and has reached over 500 customers. They have 30% repeat customers and have managed to garner the attention of some celebrity mommies as well. Their price range varies with a handspun set selling at Rs 1,299 and their luxe range selling for upto Rs 4,000. The brand’s toys retail from Rs 1,599 to Rs 2,499.

Competing In The Cluttered Market Of Children’s Apparel & Toys

The brand’s USP is their ‘all-natural’ focus when it comes to apparel, and toys which she ventured into, in due course of time. They only use herbal dyes, non-bleached fabrics, and organic cotton and handwoven. Even the toys are manufactured from the leftover fabric in the studio, which means zero waste management and no traces of plastic or chemicals. Kaur believes there is no competition as far as innovation is concerned.

“We don’t design cliche toys like stuffed animals. Our focus is on early learning tools delivered through toys. It’s what makes us unique and attractive to parents of toddlers.”

Business during lockdown became tough, as parents were unable to visit offline stores to shop for clothes for their newborns, they shopped online and that’s where Aagghhoo was really able to drive sales. The brand’s use of high-quality fabrics for baby clothing and toys were a big draw, and they were flooded with inquiries over Instagram. This prompted them to quickly get their pan-India delivery and logistics in order.

“The pandemic made it clear that businesses need to focus on going digital. We’re hoping to continue growing and intend to approach investors to fund our expansion, at the right time, of course.”

Mompreneurship – Navdeep, a Boss Mom

Navdeep’s in-laws and husband were in support of her business right from the very beginning. She would explain to them how natural colours and organic clothing were important when it came to baby clothes. Today, they’re her biggest cheerleaders on Instagram and they even provide opinions and inputs on her designs and creations.

Navdeep knew she wasn’t going to let work get in the way of being emotionally available to her children. Once she was confident about their independence, she set up her studio.

“My elder daughter designed our logo and now, both my daughters are my in-house critics giving me feedback on colour, product and design. Even though they’re kids, it’s like they’re part of the business development of the company.”

While on weekdays Navdeep fulfils her role of Boss Mom, she sets aside her weekends to spend quality time with her daughters. 

“The journey and the struggle are never-ending in life. So having some me-time will give you peace. Always, consider your efforts as your achievement. We mothers can become an inspiration for our children and teach them the importance of self-love and care.”