Launched by a Vadodara-based start-up Zeezeezoo.com, the baby wears like one sizes and t-shirts made from organic cotton and natural dyes with themes of Indian festivals painted on it is set to give a tough competition to multinational baby wear players.

The start-up is targeting the young parents in India and overseas, who wish to get a feel of ‘Indianness’ in their kid's clothing thereby offering them baby wears in organic materials.

Founded by two individuals, Ashini Shah and Rahil Shah, the company currently sells baby products - apparels and essentials - through its own portal and at select e-commerce platforms. “The products are for 0-2 age group. Parents are very sensitive about the quality and design of these products. Presently no Indian brand has such quality, design and nation-wide presence for this segment. To make it special, we are putting hand-drawn designs with reference to Indian festivals. Soon we will have rakshabandhan collection,” said Rahil Shah, co-founder of Seventeen Square Webwares Pvt. Ltd, which markets Zeezeezoo brand for baby and toddler segment.

All the products are outsourced for manufacturing in Noida. A central warehouse is set up in New Delhi, from where the products are shipped to any part of the country within 2-5 days. “Currently, we are supplying within India, but very soon our platform will also be open to accept foreign currency payments. Then we would be able to ship the products to any part of the world,” said Rahil adding that delivery for international markets such as New York or London will take about a week's time.

According to market estimates, the organised baby wear market in India is estimated at around Rs 35,000-40,000 crore. Shah maintained that the shelf life of baby wear (0-2 age group) is about six months, relatively less than the kids (3-14 age group) segment, hence there is big potential to grow. Currently, in India the major players are all multinational brands such as Zara, Gap, Carters among others. “There was lack of Indianness in the existing brands. Zeezeezoo provides an option to the multicultural parents especially those who have migrated to overseas an option to pick a product with Indian hue,”said Ashini Shah.

For the finances, the company has currently raised funds from friends and relatives, while it plans to tap equity partners in next 4-6 months. Since its launch in May, the portal has received 6,000 unique visitors.

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