Transforming Possession Preservation: TidyUp's Innovative Approach

Vani Talwar Khosla, a passionate fashion enthusiast, developed a penchant for luxury bags during her overseas travels. However, as time passed, she encountered a common predicament—the leather bags she cherished would develop unsightly wrinkles and lose their original shape. Realizing that she wasn't alone in facing this issue, Khosla, along with her friend Paridhi Sekhri, embarked on a mission to find a sustainable solution to preserve personal belongings. This endeavor led to the inception of TidyUp in 2021.

TidyUp is a Delhi-based brand dedicated to offering innovative storage solutions that safeguard bags and shoes from moisture, mildew, and scratches. Beyond protection, the brand also champions sustainable consumption practices by helping people extend the lifespan of their cherished possessions, rather than constantly purchasing new items. To kickstart their venture, the founders invested Rs 2 lakh from their personal savings, bootstrapping the company's initial growth.

The product lineup at TidyUp primarily revolves around bag organizers, which act as protective barriers within bags to shield their contents, and handbag protectors, transparent fabric dust bags that provide an extra layer of defense. These organizers, placed inside bags, are crafted from eco-friendly recycled felt material, renowned for its low carbon footprint. They incorporate various pockets to secure essentials, maintain bag shape, and prevent sagging. Furthermore, they shield the bag's interior from scratches, scuffs, stains, dust, and damage. Eco felt boasts heat resistance, high melting points, durability, and resistance to wear and tear, making it ideal for frequent use.

Additionally, eco felt exhibits moisture-wicking properties, offering protection against liquid spills and stains. Khosla emphasizes that the material's durability significantly extends product lifespans, reducing the need for frequent replacements.

TidyUp's product range also encompasses shapemates and shoemates—soft pillow shapers designed to provide structural support for bags and shoes, preserving their shapes. These shapers come equipped with moisture-absorbing silica packets, safeguarding bags and shoes from mold, mildew, and odors. By maintaining a dry and controlled environment, the shapers contribute to overall product preservation and lifespan extension, serving customers for three to five years, depending on humidity and usage.

The founders have personally designed the entire product range, utilizing a blend of traditional manufacturing techniques and technology-assisted processes such as computer-controlled cutting and engraving. Skilled artisans work alongside technology to ensure impeccable quality and attention to detail. Production primarily takes place in Delhi, Panipat, and Jaipur, with the brand outsourcing to companies possessing specialized expertise and capabilities for specific products.

TidyUp operates as a direct-to-consumer (D2C) startup in the e-commerce sector, offering its products through its website and platforms like Amazon, with discussions underway with Myntra and Nykaa. In Delhi NCR, the brand provides a 'try before you buy' service, allowing customers to experience the products at home before making a purchase, a service set to expand to other cities. Initially launching with 20 SKUs, TidyUp now boasts 220 SKUs spanning five categories, with prices ranging from Rs 450 to Rs 9,000.

TidyUp primarily caters to fashion-conscious women aged 20-55 and individuals committed to sustainable living and quality product appreciation. The brand garners support from celebrities like Mira Kapoor, Sonam Kapoor, Pernia Qureshi, and Delnaz Irani. With a customer retention rate of 45%, TidyUp has sold over 7,500 units, generating Rs 1 crore in revenue from July 2021 to December 2022. In January 2023 alone, it recorded revenue of Rs 1.5 crore and aims to achieve 3x growth by the end of FY24.

Currently, TidyUp occupies a unique niche in the market, with no direct Indian competitors. While e-commerce platforms offer international brands for shoe and bag covers, TidyUp is charting its own path. The brand plans to diversify into babycare products, including diaper bag organizers, and storage solutions for plates and glasses in the coming months. Additionally, it is exploring offline expansion through kiosks or stores, targeting cities like Delhi and Mumbai over the next two to three years.