Dressing up kids

Unlike other start-ups where the founders tend to know each other, the founders of Unamia — Debasis Chakraborty, Jyotsna Pattabiraman, and Mihir Mohan — were brought together by Angel Prime, a startup incubator. Unamia retails kids clothing online in the ₹299-899 range. But how does it differentiate itself in an already fragmented market? Pattabiraman says, “Unlike other e-retailers, we have our own brand. We also showcase our products on Snapdeal and Indiaplaza and sell through offline stores.”

So far, the brand has only been promoted through social media and word of mouth. Pattabiraman says, “Parents suggest us to their friends and relatives. We have involved parents in co-creating products and even pricing.” Co-creation gets Unamia immediate feedback and helps it continuously refurbish its collection. Not only parents but new investors too are buying in. Last month, Unamia received a further funding of ₹5.13 crore from Angel Prime and Blume Ventures.