Start-up Stars: How Earthy Tweens is twinning success and sustainability

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country.

Earthy Tweens, an online brand of kids clothing, toys & other accessories that are mindfully designed in a way to offer unique but simple and functional products for kids made with sustainable materials, has stepped-in business with promises of providing sustainable and eco-friendly products.

In an interaction with Adgully, Ruchi Sahay, Co-Founder, Earthy Tweens, shares more about her start-up and how it is helping in creating an eco-friendly and greener planet, for the next generation. Sahay also talks about creating sustainable livelihood and empowering women as well, with Earthy Tweens. She said: “Our commitment to empowering women is realised through fair employment practices, providing women with opportunities to be financially independent and contributing to their well-being.”

What inspired you to initiate Earthy Tweens, a sustainable, eco-friendly kids’ clothing and toy brand?

Earthy Tweens was inspired by a deep commitment to sustainability and a desire to make a positive impact on our planet. We recognised the need for eco-friendly and chemical-free clothing and toys for kids and women. We wanted to create a brand that provided high-quality, organic products. Our goal was to promote a healthier, more sustainable lifestyle for families, while contributing to the well-being of the environment.

What sets Earthy Tweens apart from other kids’ apparel brands? What is your USP?

I believe it is our unwavering commitment to sustainability. Our USP lies in our use of organic materials, chemical-free production processes, and non-toxic dyes. We ensure that our products are safe for children’s delicate skin and the environment. Our clothes are specially designed to be super comfortable for kids, keeping their preferences in mind. We emphasise on low waste and circular processes, along with zero use of plastics in our products. Moreover, our emphasis on women’s empowerment through employment opportunities differentiates us, as we believe in creating a positive social impact alongside our eco-friendly products.

Having a small daughter myself, I know toys are important. However, kids today do not remain engaged with toys for long duration.  Why should parents invest in toys from Earthy Tweens?

Earthy Tweens’ toys are carefully curated to stimulate creativity, learning, and imagination in children. While some toys may be short-lived, our selection is thoughtfully crafted to provide long-lasting educational and entertainment value. Even when our toys are no longer in use, they get disposed in the environment quite sustainably, without leaving any residue harming the ecology. We only promote wooden and non-toxic toys for kids. By investing in our toys, parents not only contribute to their child’s development, but also support our sustainable and ethical production practices, making the investment worthwhile on multiple levels.

Your brand talks a lot about sustainability. How do you sustain healthy lifestyle among kids and others during the festive season? Moreover, how do you empower women?

During the festive season, Earthy Tweens promotes sustainable celebrations by offering eco-friendly and organic festive clothing and decor options. We encourage families to choose chemical-free, earth-friendly products for their festivities. Additionally, our commitment to empowering women is realised through fair employment practices, providing women with opportunities to be financially independent and contributing to their well-being.

What marketing strategies have you adopted this season?

Our marketing strategies include a strong online presence through social media platforms, influencers, and collaborations with eco-conscious brands. But the most vital measure is word of mouth, as our customers share happy feedback about our products among their peers. By consistently communicating our brand values and quality, we aim to connect with like-minded consumers seeking sustainable and ethical choices.

How do you plan to compete with other brands in the arena?

We aim to raise our benchmarks with quality products across various verticals and raise our brands’ presence among people. We plan to compete with other brands by maintaining a focus on quality, sustainability, and innovation. We continually research and adapt to the latest eco-friendly practices, ensuring that our products are of the highest standard. 

Will you be taking the offline route as well or you are present only online?

Currently, Earthy Tweens primarily operates online to reduce our carbon footprint and reach a global audience. However, we are considering the possibility of an offline presence in the future to offer our products in physical stores.

What all offerings are in your bouquet for women of different age groups?

Earthy Tweens also offers a wide range of clothing options for women of different age groups – from young girls to adults. Our product range includes organic clothing for kids and women that can be used both regularly and during festivals, catering to various style preferences and needs.

How are you leveraging the start-up-friendly ecosystem in India?

We plan to tap into the growing market of eco-conscious consumers. We’ve recently launched our new brand, Earthylia, dealing with organic edibles and various other products in the gifting range that would be available during the festive season. These products would help our customers celebrate festivals in a sustainable manner. We will prioritise maintaining our core values and standards of sustainability and women’s empowerment to ensure responsible growth.