Includ's Strategic Move: Targeting Modern-Day Mothers in D2C Expansion

In just a year since its launch, Includ's kidswear portfolio has achieved remarkable success, boasting monthly sales of Rs 2 crore. Now, the company is set to broaden its offerings by including products tailored for mothers, such as womenswear and home items, as it prepares for additional funding.

Amidst the flourishing Indian ecommerce market, Includ's founder and CEO, Ashwin Rastogi, recognizes the significant influence of women, particularly mothers, on household purchasing decisions. Launched in April 2023, Includ aims to cater to the needs of these key decision-makers. Rastogi, drawing on his extensive experience in the investment world and the fast fashion industry, notes that while electronics are predominantly male-dominated, categories like kidswear, womenswear, and home improvement are driven by women.

With a current focus on children aged 2 to 14, Includ offers over 5,500 styles with prices starting at Rs 449. Rastogi emphasizes the changing dynamics of households, with more women joining the workforce and nuclear families becoming smaller. Includ's strategy is to serve the modern-day woman, aligning with the trend of mothers playing a pivotal role in purchase decisions.

Last year, Includ secured initial funding from angel investors, including Shailesh Rao, former Managing Director of Google India. The company's success in the kidswear segment is attributed to the high purchase frequency and the strategic targeting of mothers in their late 20s to early 30s.

Includ's expansion plan involves leveraging the power of social media influence, particularly on platforms like Instagram, to align its offerings with trends and advertisements that resonate with its target demographic. The company, supported by a 25-member team, currently achieves monthly sales of Rs 2 crore and actively works on expanding its product line to maintain momentum.

Despite a competitive kidswear market, with FirstCry enjoying an early-mover advantage, Includ believes in the strength of variety and sees potential growth in the online retail space. Rastogi acknowledges the organized shift in the babycare segment and envisions Includ's differentiation through a wider range of products.

Looking ahead, Includ plans to venture into womenswear and home products, capitalizing on the variety and flexibility offered by online retail. Rastogi acknowledges the rising rentals for retail stores, making offline items a premium purchase, and emphasizes the importance of online stores for kidswear, where size and color options abound.

While Includ eyes offline expansion in the future, the immediate focus is on mastering the kidswear category before venturing into other segments. The company has received commitments from major investors for fresh capital infusion, with plans to join a major marketplace soon. Includ has already established a presence in international markets, including the GCC nations and Bangladesh, with future plans to make India, Bangladesh, and China supply hubs and GCC, India, and Southeast Asia key markets over time.