With so many brands in the market today, Tiny Twills is a well-researched brand which identified a missing link of modernity in the kid’s apparel segment.  They believed that they had a better vision that can give a better preposition in kid’s fashion. Tiny Twills carries a perfect know-how to bring the smallest detail in each piece that makes it unique. Their patterns, embroideries, patches or exclusive buttons are all created to spark the imagination in children. 

We interviewed Pooja Kothari, Co-Founder Tiny Twills, to understand more about this new brand. 

Please introduce us to your brand?  What inspired you to get into the kids wear business?

To be honest, the inspiration to launch Tiny Twills came at the time when I experienced motherhood. It was a regular exercise to go shopping for my daughter and there were limited choices available. Clearly, there was a gap in the market. The market was short of designs and prints which, I as a consumer was looking for. However, these were available internationally with overseas brands. This is where we thought to design our own styles and give something new to the discerning customers through our brand Tiny Twills. 

We have recently launched our brand at the National Garment Fair organized in Mumbai by CMAI on 30th January 2023.

Tell me about your product line and best sellers? Who are your target audience?

Our target audience is kids (girls) from the age of 2 to 8 years. We are currently doing frocks and dresses for girls and start anywhere from Rs 750/- and goes upto Rs 1200/-. 

What are your product expansion plans?

We are coming out with co-ord sets, jump suits, shorts and tops for girls and we will be adding new verticals with a time span of every two months. In the near future, we wish to venture in the boy’s apparel category too. 

What’s the definition of quality for Tiny Twills?

Our brand is focused mainly on providing the quality apparel. We use the best fabric as it touches the kid’s sensitive skin. We use good cotton and rayon which are very soft and are sustainable in nature. We plan our seasons traditionally; like spring, summer and winter. Between these seasons, we have small snippets to feed our retail stores and to keep giving something new to our customers. 

Tell me about your manufacturing setup and capabilities?

When we started with our set-up, we just had one designer. We were getting our samples developed through other factories. After facing a lot of difficulties through this system; we decided to have our own in-house designing and sampling section. This was the time where we gained quick recognition with our samples. Today, we have a full-fledged vertically integrated manufacturing unit in Surat and Gujarat. 

What are your retail plans? Where would you start with? 

We will be setting up our retail channel business through distribution. Tiny Twill works on retail price model only. Our first distribution network is already functional with cities like Mumbai, Pune and then our hometown Surat, Ahmedabad and Rajkot. 

The expansion is on the move as we are already in talks with the distributors from Chennai, Bengaluru, Hyderabad, Indore, Delhi, Lucknow and Jaipur. Currently we have 5-6 distributors on board and in discussion with another 25 from different states. The key states on our radar are Maharashtra, Uttar Pradesh, Madhya Pradesh, Andhra Pradesh, Punjab, Delhi and Rajasthan.

Are you looking at your own exclusive outlets?  

Our market study has witnessed a change, where we see a lot of home-grown brands being accepted in the fashion market. We wish to first build our brand with a strong team of retailers. The next step will be to go in for a funding game and get our market evaluation. After this is done, we will launch our own stores. 

What’s the branding value that you wish to showcase to your consumer? 

Basically, we have a personal quality approach towards our products and wish to provide the same value to our customers. We, as a millennial generation, look for something classy, comfortable and soothing to their skin and Tiny Twills can fulfill this promise. 

Tell us about your e-commerce?

Currently, we are selling on Amazon and Flipkart. We are developing more stock keeping units (SKU) for new marketplaces where we estimate to start retailing by June-July 2023. We have our Instagram page and our website is under construction.  

What are your future aspirations?

We had a strong emotional connect while setting up the company named as Avaamee Apparels International. The first two letters of this company’s name starts with ‘AV’, which is the initials of my daughter’s named Aveera, the second part in the name,  ‘AA’,  is for Aariv, my partners son and then the last ‘MEE’ stands for Meera my second daughter. We are here to give something exclusive to the parents who wish to dress up their kids fashionably.  We aspire to be a global brand in the near future from India.