Once upon a time, in playrooms across India, children’s toys were simple—blocks to stack, dolls to cuddle and cars to zoom and race. But today, toys aren’t just toys—they’re gateways to imagination, learning, and growth.
This evolution reflects a growing consciousness among Indian parents who seek products that not only delight their children but also contribute to their development And this revolution Is being led by innovative Indian MSMEs that are redefining playtime and comfort.
From toys made with natural ingredients to clothing crafted from sustainable materials, Made-in-India products are gaining prominence, offering quality alternatives. Two such MSMEs leading the charge are DoughRe’Mom, founded by Deepti Bhandari, and VeeCap by BarathiDevi Garments, led by Santhosh Kumar.
Deepti Bhandari, a value education teacher recognized how play dough can be a powerful tool in children’s growth and development. She was inspired by her son to start her own firm, DoughRe’Mom creating handmade play dough, crafted entirely from kitchen ingredients, also comes in eco-friendly packaging.
In Tiruppur, Santosh Kumar has revolutionized children’s clothing by transforming his family’s traditional garment business. Through his brand, VeeCap, he produces children’s clothing that celebrates the “Made in India” spirit made from locally sourced cotton yarn for kids aged 2-10.
Our greatest reward is seeing children feel comfortable and confident in our clothes,” shares Kumar.
What began as a family business in 1998 has evolved into a success story, with revenue growing from Rs. 80 lakhs to over Rs. 3 crore today.
Scaling success through support
Behind these success stories lies the crucial support of the Walmart Vriddhi Program. This free-of-cost program aims to help small businesses grow, scale, and integrate into domestic supply chains while leveraging Flipkart’s platform expertise. It provides MSMEs access to digital training, business advice, and personalised mentorship. To date, it has empowered over 60,000 MSMEs in India.
For entrepreneurs like Bhandari, the program provided knowledge on how to run a business along with a mentor to learn from. DoughRe’Mom was able to optimize its packaging and strengthen its digital presence.
Kumar’s venture also found Walmart Vriddhi instrumental in bridging the gap between traditional operations and modern digital commerce.
The impact is evident in their growth trajectories. DoughRe’Mom has expanded its presence across major eCommerce platforms, while BarathiDevi Garments has witnessed an impressive 275% growth, leveraging Flipkart’s reach.
Register for the Walmart Vriddhi Program to take your first step towards building a business and creating a legacy of empowerment and sustainability.
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