TidyUp: Crafting Sustainable Solutions to Preserve Fashion's Treasures

In a world that glorifies fast fashion and rapid consumption, Vani Talwar Khosla and Paridhi Sekhri stood apart as two individuals with a vision for sustainable preservation. 

Their journey began with a common frustration shared by many fashion enthusiasts—unsightly wrinkles and lost shapes of leather bags that were once the pride of their travels abroad. 

As they sought a remedy, the seeds of innovation were sown, leading to the birth of TidyUp in 2021—a brand that not only protects cherished personal belongings but also promotes sustainable consumption practices.

Addressing the Void

Vani Talwar Khosla's realization that she was not alone in her struggle to maintain the quality of luxury bags sparked a revolutionary idea. 

Collaborating with friend Paridhi Sekhri, the duo embarked on a mission to fill the void they identified in the market. This void lay in the absence of solutions that could protect and extend the lifespan of cherished possessions, paving the way for TidyUp's emergence.

Innovative Product Line

TidyUp's product line comprises bag organizers and handbag protectors, meticulously designed to shield bags from moisture, mildew, scratches, and dust. 

The use of recycled eco felt—a sustainable material with a low carbon footprint—sets TidyUp's offerings apart. These organizers not only maintain the bags' shape but also protect their interiors and contents from damage.

Eco felt's attributes—durability, moisture-wicking properties, and heat resistance—align with TidyUp's ethos of longevity. 

By preventing the need for frequent replacements, eco felt plays a pivotal role in sustainable consumption. In addition to bag organizers, TidyUp's range includes shapemates and shoemates—pillow shapers that preserve the structural integrity of bags and shoes while keeping them free from mold, mildew, and bad odors.

Craftsmanship Meets Technology

Behind TidyUp's product excellence lies a combination of traditional craftsmanship and technology. While technology aids in processes like computer-controlled cutting and engraving, skilled artisans ensure impeccable quality and attention to detail. 

Manufacturing partners in Delhi, Panipat, and Jaipur collaborate to bring TidyUp's vision to life.

Direct-to-Consumer Strategy

TidyUp operates as a direct-to-consumer (D2C) startup, with products available on its website and platforms like Amazon. 

The brand's 'try before you buy' service in Delhi NCR allows customers to experience products at home before purchasing—an innovation that bridges the gap between online shopping and tactile experience.

Catering to Conscious Consumers

TidyUp's target demographic encompasses fashion enthusiasts aged 20-55 years and conscious individuals making sustainable choices. 

The brand's advocacy for quality and preservation aligns with those who value their possessions and seek responsible consumption.

Growth Trajectory

TidyUp's journey is characterized by remarkable growth and recognition. 

Supported by celebrities like Mira Kapoor, Sonam Kapoor, Pernia Qureshi, and Delnaz Irani, the brand has sold over 7,500 units with a customer retention rate of 45%. 

In just over a year, TidyUp achieved a revenue of Rs 1 crore from July 2021 to December 2022, followed by Rs 1.5 crore in January alone.

A Vision for the Future

Looking ahead, TidyUp aims to expand its offerings into babycare products and storage solutions for everyday items like plates and glasses. 

The brand envisions offline expansion through kiosks or stores in cities like Delhi and Mumbai, fostering deeper connections with its audience.

TidyUp's journey is a testament to the power of recognizing gaps in the market and fulfilling them with innovative, sustainable solutions. 

As the brand continues to shape a future where cherished possessions are built to last, it sparks inspiration for a more conscious and mindful approach to consumption.