As a new mother of twins, she faced numerous challenges and one major one was: finding a stroller that fit her lifestyle perfectly. She was looking for a compact solution that could comfortably hold both babies while maintaining essential functionality.
But as we know, no such solution is available in the market.
Frustrated but not hopeless, Ruchika decided to awaken her entrepreneurial spirit and create a platform to support other parents of twins with valuable guidance and resources on their unique journey.
Ruchika Agrawal with her sister Nikita Agarwal, decided what possible solutions were under the line, and started working on them. And their startup TwinsTribe revolutionized the market and earned them the ‘Ideator of the Year’ award by the Inspire Beyond Motherhood Awards.
Early Life and Background
Ruchika Agarwal has an engineering degree from IIT Varanasi and an MBA from IIM Lucknow.
Experience: over a decade of experience in management consulting firms like Boston Consulting Group (BCG).
However, things and Ruchika’s perspective towards things also changed when she was pregnant with twins in 2018.
Nikita Agarwal has a background in business development and supply chain.
Experience: worked with well-known e-commerce companies like OverCart and ShopClues. Also, with Hyundai and Tata Motors.
What Led to the Big Decision?
Generally, it is difficult to find non-toxic and healthy products for our kids. However, these struggles are DOUBLE for the twins’ parents and in terms of various other things.
Living in Mumbai and being unable to find strollers to fit into tight spaces while carrying the twins. And this was the major issue they were facing.
Obviously, they cannot leave one of the kids at home or take turns with both kids when going out.
That doesn’t make sense!
After leaving her job in 2022, Ruchika discussed her entrepreneurship idea with Nikita. Eventually, she was equally interested in the initiative and moreover, the idea of supporting twin parents through it.
And by the year-end, December 2022, the sister duo registered the startup TwinsTribe and this was the beginning of something Magical! 🪄
Being mothers of twins, they shared common struggles and decided to collaborate. Together they founded TwinsTribe in 2023.
Aim of TwinsTribe: to connect parents of twins, and offer them a nurturing community and specialized products that cater to their distinct requirements.
Focus:
- To build a community for twin parents
- To develop products specifically to meet the unique needs of each parent.
Finally, to do this while understanding the market gaps simultaneously, the founders conducted thorough research in the first few months. Talking to parents across India helped them gather important insights into their daily struggles.
And THIS helped them build the right products.
Once they had the idea, they prepared a list of products.
The Magical Launch
February 2024 marked the launch of their website. Initially, they added only 3 products, but their star product was:
Detachable twin stroller: It allows parents to use it as 2 single strollers or as a twin stroller. It was compact, easily detachable, lightweight, and aircraft-friendly.
What else you can ask? It is everything the twins’ parents could ask for while commuting.
Twin Bassinets and Twin Activity Log were the other 2 items initially launched on the TwinssTribe’s website.
The former provides a shared bed as babies grow and turn into a playpen. The latter helps parents track twins’ daily activities because tracking gets difficult to follow sometimes.
Adding More to the List
The Founding Sisters decided to introduce themed items. Thus, they designed safari-themed plush toys: giraffes and elephants.
The next addition was matching clothes in oranges and apple prints. This turned out to be a perfect gift we could give to the twins’ parents.
What Makes TwinsTribe Different from Others?
Their Approach. Period!
The founders, in the first place, started it as a means to help parents of twins and provide products to cater to their unique needs. This is what makes them different because their products have a REASON.
Moreover, TwinsTribe offers a community to such parents. Little do we know, but the struggles of parents with twins are not understood by all.
Bacche hi to hain, aise kar lo, waise kar lo, all those so-called advice from people around. So Annoying!
Through the TwinsTribe community, parents connect and share their experiences, advice, and solutions (actually useful advice and solutions) to each other.
Its WhatsApp group rapidly grew to more than 750 members. In this group, parents can share any problem and seek solutions at any hour, especially at night.
Earning While Caring
TwinsTribe was bootstrapped, and the startup’s revenue strategy is solely centered on online product sales through its website. Also, they have partnered with platforms such as Amazon and Flipkart.
The duo has successfully generated Rs 40 lakh in revenue since the launch of their startup (9 months).
How Do They Manage?
They have a 2-member team for managing the operations. They, themselves, work full time.
They collaborate with agencies or freelancers, as and when required. And their logistics side is managed by Shiprocket.
Mostly, marketing is handled by the sister duo because they believe in directly connecting with customers. This helps them understand the needs of each customer. At that moment, they are able to give demonstrations (demo in our Ranchordas’ words) to them.
The Community: Standing Behind the TwinsTribe in Support
Yes, with word of mouth of the members of its community, TwinsTribe gets new customers. They share their experiences, which is the most valuable feedback for any new customers.
What Next?
Presently, the startup has around 10 product categories and 50 products, including 700+ SKUs.
With a monthly revenue of Rs 7 lakh, Ruchika and Nikita expect to hit Rs 1 crore ARR very soon as there is a continuous increase in their customer base.
Moreover, the founders look forward to expanding their community and business while increasing their product range. Next, they are actively pursuing new sales channels and talking to various retail stores too.
They want to make a difference, and for that, the sisters plan to host more workshops and form support groups. Focus: to tackle important topics like postpartum depression, breastfeeding, and parenting tips.
But here is a catch.
They are going to keep these sessions FREE of CHARGE.
So, if you are looking for the right gift to give to the twins, shop @TwinsTribe
Follow their magical journey @TwinsTribe
