Starting Kiggle was more than a business decision. It was a response to our own experiences as parents with Momo as our inspiration".

-Shubham Kasera, the CEO and proud father of a three-year-old.

Parenthood changes everything. In 2021, while shopping for my son, Momo, I was disappointed with the clothing available in India. Buying clothes from well-known brands in India often resulted in returns, as each garment felt like a compromise. I could rarely find clothing that aligned with my values as a parent: soft, sustainable, and safe. Ironically, the best pieces I discovered for him were from U.S. brands, many of which were actually made in India.

Yet, such quality clothing is not accessible to every parent in India. I realised that if I was uncomfortable with Momo wearing plastic clothes with flashy prints, other parents likely felt the same. They, too, are searching for safe and reliable solutions. From that point, I started considering creating a brand that would offer Indian parents something truly different: high-quality, organic, and genuinely sustainable clothing. A kids' label that parents could trust for quality and conscious choices without the premium price tag.

The Kiggle Team: From Parents to Founders

Once I was convinced this was the right idea, I shared it with Vineet Bahatey in 2023. He is the CFO at Kiggle, a close friend, and a fellow parent. Our chats about the lack of dependable kids' clothing in India gradually turned into more serious discussions. We both resonated with the vision; he added a few more ideas and ultimately was on board. We aimed to build a brand with a purpose that could positively impact future generations.

In early 2024, we roped in Adity Dokania, who is not only my sister-in-law but also a tech whiz. With her fresh perspective and keen sense of practicality, she manages our brand's technical challenges as the CTO.

Together, we are all driven by the same vision: leaving a better world for our kids, starting with the clothes they wear.

The Brainstorming Sessions

Brainstorming sessions for Kiggle were anything but formal. Vineet and I would meet at small coffee shops or connect over Google Meets to discuss everything from materials to designs. Sometimes, we would catch up late at night at my home, where my wife, Ankita, would share her ideas, too.

A running joke among my friends was that Momo, is an "international kid" Almost every piece he wore was from the U.S., and friends would often ask us to bring back clothes for their kids, too. That's because the colours were nicer, the fabrics softer, and the designs refreshingly simple. So, every meeting reminded us why we are doing this. We want to bring the same simplicity and quality to Indian kids' closets, with a focus on organic, low-impact practices that are gentle on our planet.

All our ideas centred on these principles: using organic and recycled fabrics, employing low-impact dyes, and completely avoiding plastic for packaging and storage. Most importantly, we aimed to nurture future thinkers by encouraging children to embrace simplicity rather than focusing on branding.

Why 'Kiggle'? A Name That Celebrates the Parent-Child Bond

Choosing a name was a heartfelt process. We wanted something short, memorable, and brimming with joy. After exploring a few options, we settled on "Kiggle" - a blend of "Kiss" and "Giggle," inspired by my son's morning routine. His day starts with a tight hug, a kiss, and a giggle, and this ritual became the essence of Kiggle. Our brand name serves as a reminder of those tender moments we cherish as parents, and we hope to infuse that same joy into every piece we make.

"In our vision, we aspire to bring this innocence into our products. The goal is to create simple, long-lasting clothes that promise a better planet, making it easy for any parent to shop from us".

Quality You Can Count On: From Production to Packaging

Building a sustainable, eco-friendly brand is a big responsibility. After six months or more of searching, we finally found a production partner, Keshav, who operates a small facility on the outskirts of Kolkata. We waited for nearly 3 months to get the GOTS certification to begin our production. 

The material at the Kiggle production centre is carefully chosen. It is 100% pure organic cotton, backed by a GOTS certification. Besides, the most challenging fabric to design with was Pique. Most of the brands rely on polyester blends for polos. But after a few tries, we were able to create breathable, soft, and sustainable polo tees using soft, organic pique fabric.

Beyond fabric choices, we've rethought every aspect of production to reduce our environmental impact. So, for packaging, we collaborated with EcoHive to create biodegradable bags from corn extracts. They look like plastic but are entirely compostable. Even though they are expensive compared to regular mailers, it's our small effort to reduce waste.

We then introduced EarthMint to our tees and polo categories. It is an eco-friendly finish that not only keeps the fabric antibacterial but also enhances the longevity of the garments. Understanding how sensitive kids’ skin can be, we consciously chose to eliminate neck labels, ensuring that our clothing remains itch-free and comfortable for little ones.

To further enhance the quality, we pre-wash our fabrics to avoid any shrinking surprises. Every detail has been thoughtfully considered to keep your child's comfort in mind.

We’re Just Getting Started!

"Starting Kiggle has been a journey, one that’s personal and deeply rewarding. But it's only the beginning. We are excited to share our first production with you, knowing that every choice we make is in the best interest of the kids and the planet they will inherit. Here’s to our onward and upward adventure together”.

If you have any ideas on making Kiggle even better, we would love to hear from you at shubham@kiggle.shop.

Kiggle is an organic baby clothing store in India. We offer GOTS certified organic cotton clothes for children that is safe, comfortable and breathable. One of the top few brands for kids wear in India that offers premium basics at an affordable price point while being sustainable.

Competitors : Ed-A-Mamma India / Hopscotch India | First Cry India | Mackly India | Gini & Jony | Lilliput India | Nino Bambino | Little Kangaroos | MotherCare | Cucumber India