Deeksha Jaipuria Agarwal's Quest To Knit A Fun Clothing Brand For Kids

Deeksha Jaipuria Agarwal, founder of Knitting Doodles, won SheThePeople’s Digital Women Award under the E-commerce category for her dedicated work at Knitting Doodles, which has a long and strong heritage of manufacturing fabrics for exporters all over India. Deeksha understands that a child’s skin is so delicate that we want to keep it wrapped under a feather. Thus, taking the best cotton available and making the best outfits for a child is what she is committed to.

Over the past six years, Knitting Doodles has expanded from being just a sleepwear brand to a kids' wear brand manufacturing coordinated sets, t-shirts, shorts, fleece jackets, sweatshirts, track pants, sets, and many more. This diversification was born from Deeksha’s quest for comfortable and fun nightwear when a baby was born in the house. The search ended with the founding of Knitting Doodles.

SheThePeople In Conversation With Deeksha Jaipuria Agarwal:

What roles do you play at Knitting Doodles, and what drives you toward this goal?

I am fueled by a fervour for business. I graduated from Maharani Gayatri Devi Girls School in Jaipur and pursued a BA in Mass Communication in Bangalore. In 2017, I channelled my entrepreneurial spirit into Knitting Doodles, a brand born in my home. Today, this passion-driven venture has blossomed into a sought-after name, catering to diverse segments of children's apparel. My commitment to the business has not only shaped Knitting Doodles but has also established it as a beloved and recognised entity in the industry.

How did you use digital platforms and tools to build your business?

Technology has been instrumental in driving our kids' wear business forward. Through data analytics, we've gained insights into customer preferences, allowing us to tailor designs and improve inventory management. E-commerce platforms have expanded our reach, making it easier to connect with a larger customer base, while social media enables us to engage directly with our audience, building brand loyalty. Additionally, tech-driven advancements in automated production processes have improved product quality and efficiency. Our transition to digital marketing has enhanced brand visibility, and online feedback systems provide instant customer insights, helping us refine our products continuously.

How do you envision your future with Knitting Doodles?

The future of the kids' wear industry, particularly sleepwear, looks promising, with an expected annual growth rate of around 5.5% from 2023 to 2030, fueled by rising demand for organic and eco-friendly fabrics. Sleepwear brands are increasingly focused on soft, skin-friendly materials like organic cotton and bamboo to meet parents' priorities for comfort and sustainability. The market for kids' sleepwear alone could surpass $15 billion by 2030 as e-commerce continues to expand accessibility.”

What does your business model look like?

Our kids' wear brand has successfully dominated the domestic market through partnerships with leading e-commerce portals, offering high-quality, comfortable children’s clothing. Our business model focuses on the finest fabrics, affordability, and trendy designs that cater to conscious parents. After establishing a strong online presence and loyal customer base locally, our expansion strategy is to enter international markets through targeted exports. By leveraging our e-commerce expertise, we aim to penetrate new regions with high demand for kids' wear, adapting our styles to fit local preferences while maintaining quality and affordability that resonate globally.

What are the key challenges you faced in this journey?

Starting my business came with challenges that went beyond just operations. Many people didn’t take my work seriously at first, treating it as a hobby rather than a genuine business. Securing a rental space on my own was also a struggle, as landlords often hesitated to lease to a woman entrepreneur. A major ongoing challenge has been balancing fabric and print quality while keeping prices affordable. This required finding trustworthy suppliers and fine-tuning production processes. Despite these obstacles, staying focused and determined helped me establish a brand that values quality and proves my commitment to this journey.