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This Gurgaon-Based Startup Aims To Be India’s Amazon-for-Children

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giggleglory

India has a young population and it is heartening to see the complete ignorance of online stores towards the ‘Young Children’ age group. The founders have had personal experiences on non-availability of products for their 11-year-old children worked as an impetus to work on bridging this gap which exists in the online space. And this is what prompted to the idea for a startup.

Their mission is to create “A kids souk which offers and delivers children’s day to day, periodic and special requirements bringing an ecstatic, eager, naughty and mischievous GIGGLE on their faces.”

THE IDEA

Based out of Gurgaon, GiggleGlory is an online startup that runs along the same lines as any other e-commerce startup, the difference being that this is specially made for ‘children-only’. It encompasses everything from toys to clothes and furniture. It is like Amazon for kids. It was founded to create a niche for Children online shopping. Its main aim is to bring Sellers and Buyers to transact with each other with ease. This startup caters to all the categories when it comes to kids. They started their operations this year itself with a soft launch in January 2016. Initially, they have started with just five categories, namely — Toys & Games, Sports Goods, Books, Stationery, Birthday Gifts.

Other categories like Kidswear, Kids care, Furniture, Furnishings, Musical instruments, Electronics will be introduced in a phased manner over a period of time.


MEET THE MAKERS

giggleglory_founders

Prabhaker Nath Misra – Co-Founder & Chief Executive Officer

Prabhaker is the Co-Founder and heads the overall business for GiggleGlory.com. Leveraging his Sales experience into Key Account Management & Channel Sales, Prabhaker has been able to create a value proposition for Seller Partners/Brands to join hands with GiggleGlory.com. His stint with Bharti Airtel as Senior Manager, Marketing & Product Management and later with BlackBerry & HERE has contributed immensely to the improved GiggleGlory.com platform.
He is also in charge of Sports Goods as a Category and the Marketing initiatives for GiggleGlory.com

Priti Misra – Co-Founder & Director

Priti is a Co-Founder & Director with a multi-faceted talent and is a go-getter. Always wants to be closer to children & be part of their learning in as many ways as possible. Priti’s teaching experience has immensely contributed GiggleGlory.com in understanding children’s psychology, their requirements, likes, and dislikes.
Priti is independently responsible for Categories like Toys & Games, Books & Stationery and strategic decision making on which products to be made live on GiggleGlory.com.


How GiggleGlory Is Different

The GiggleGlory.com marketplace is vertically focused, for Children between 3 to 16 years of age. Though it has a wide array of categories but toys & games and sports goods are the core categories. The focus of all the other online kids stores in India is mainly baby products and maternity. This startup goes beyond the regular baby care and caters to the needs of kids of all ages. The big 6 players are horizontally placed largely focusing on mobiles, electronics & clothing.

The advantage of an online store is the potential and the ability to display the entire product portfolio of a brand or category. The tie-ups with typical retail distribution chains with online stores tend to only have products that are popular in the retail market and not the entire shelf populated with many more products in that category. GiggleGlory’s strategy & endeavor is to tie-up with brands directly and/or their online distributors to have complete product portfolio, enabling the customers to choose from a full range of products overcoming the availability of only regional popular products.

Seller Partners are hesitant to join the online bandwagon due to complex cataloguing process & monitoring at their end. GiggleGlory.com has taken up the end to end cataloguing process from the Seller partners to help them expand. The activities are undertaken by GiggleGlory.com on partner’s behalf include :

  • Collate complete product details as required (a typical format to upload is a 50+ column
    sheet for each product)
  • Uploading & making the products live
  • Providing an easy interface for order & dispatch via a simple yet complete Order Management Software

FUNDING

They are a self-funded startup at this time.


TARGET MARKET

The focus of all the online Kids store in India is mainly Baby Products & maternity. This leaves little rooms for kids who are older. So with this startup the focus has been shifted and rather it has been equally distributed among the ages of 3 to 16. GiggleGlory is for the age group 3 to 16. One category that is very important and yet neglected is the sports category. So they have decided to focus on Sports Goods as a first and a focused category .

FUTURE PLAN OF ACTION

They have received recognition and have come into the eyes of people in a short span of time. The credit for this goes to their intelligent selection of Products in general and Toys & Games. One of their most popular categories is Sports Goods. This category is a niche category & they are seeing traction for the products in this category as well. Overall, encouraging feedback within a quarter of going live.

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