Includ: The D2C kidswear brand is cracking the code for modern moms
In the bustling world of Indian e-commerce, a new player is targeting the heart of the household: the modern-day mother. A D2C brand born in 2023, Includ is making a mark with kidswear, catering to mothers who call the shots.
With experience in the investment and fashion worlds, Ashwin Rastogi, Founder, saw a gap in the market. Rastogi believes, mothers, the silent decision-makers, were often overlooked, their preferences relegated to generic, mass-produced options. Includ aimed to change that and Include was launched.
Includ initially offered an array of over 5,500 styles for children aged 2 to 14. From trendy outfits to adorable accessories, the brand catered to every whim and fancy. Understanding the power of social media, Includ crafted its offerings with Instagram-worthy flair, tapping into the modern mom's desire for curated choices that reflect her own style and aspirations.
The strategy paid off with Includ quickly gaining traction. The 25-member team clocked sales of up to Rs 2 crore a month. But Rastogi knew the real challenge lay ahead. The kidswear market was a lion's den, with established players like FirstCry. What worked for Include was its affordable prices starting at Rs 449, making quality fashion accessible to all.
But variety is the key to unlocking lasting success, believes Rastogi. He envisions a future where Includ wouldn't just be a kidswear haven, but a one-stop shop for the modern family. Womenswear and home products are on the horizon, each piece carefully curated to reflect the evolving tastes of the modern woman.
The future of Includ looks bright. With plans to join a major marketplace, secure fresh funding, and expand internationally, the brand is poised to leave its mark.
