The cutest of clothes which are gender neutral and “sustainable”. That’s Greendigo, the brainchild of sisters Meghna Kishore and Barkha Bhatnagar Das. “Arising out of a personal need for non-toxic and safe clothing for my premature baby, I recognised a white space that existed in the domestic market. Along with my sister Barkha, who is conscious of living mindfully herself, we embarked on a journey to launch a brand of thoughtfully designed clothing safe for babies and convenient for moms,” says Meghna. The Telegraph chats with Meghna and Barkha on their initiative.
This is quite a unique concept...
Millennial and Gen Z parents are increasingly seeking clothing options for their children that break the gender stereotype. Multiple colour palettes and styles that support inclusivity, diversity and sustainability are much in demand. Modern parents want their kids to feel more empowered and inhibited while also nurturing their imagination and creativity for holistic development. Greendigo offers high-quality baby apparel for boys and girls, keeping silhouettes gender fluid and flexible.
Made of internationally certified organic cotton and free of hazardous chemicals, Greendigo’s clothing is safe for sensitive skin of all babies. Designed for comfort of babies and convenience of busy parents, our neutral colours and prints also appeal to all personality types. Further, gender-neutral clothing truly shines a spotlight on sustainability! Brands manufacture less styles, and consumers end up using clothes for longer periods of time. Plus, households can save up on time and money, as similar styles work for both girls and boys.
What does the name mean?
“Green” signals the natural world, all life force, environmental consciousness and good health. “Indigo” — the oldest colouring pigment — stands for peace, serenity, inspiration and wisdom. “Greendigo” is a union of the two, a promise to make the highest quality clothing that is safe for human health and kind to the environment.
How old is the brand?
Greendigo’s operations commenced in 2019.
How has the journey been?
The pandemic has definitely given a boost to local businesses and
e-commerce. Additionally, consumers are now more conscious of what they purchase for themselves and their families. Adoption of non-toxic and safe clothing is on the rise, especially for babies and children. Having the first mover advantage in the babywear category where Greendigo is the only brand in India to have the certification from Global Organic Textile Standard (GOTS), we get a lot of interest from expectant parents as well as parents of toddlers who believe in getting only the highest quality products for their child.
Has it been difficult to explain the concept to people?
Young millennial parents are getting increasingly aware of choosing safe and non-toxic clothing for their children. However, determining the authenticity of a genuine organic garment that is non-toxic and safe for babies is a challenge. The Global Organic Textile Standard (GOTS) is the platinum seal of trust for organic textiles worldwide. All our garments carry details of our GOTS certificate on the label, which is a reassurance to young parents that they are choosing the highest quality, safest and most comfortable garment for their little ones.
What are the most predominant buying patterns?
Millennials and Gen Z consumers are spearheading the movement towards sustainable consumption. We are witnessing more conversations which make people question their purchase choices. Consumers now want to know what goes into making the garments they buy — what raw materials are used, what processes are used, under what conditions the garments are made.... Such engaging conservations give us hope to continue doing our bit because inclusivity is important and everyone needs to be a part of the conversation — brands and consumers. Baby skin is 30 per cent thinner than adult skin, making it more absorbent of toxic substances that it comes in contact with and this realisation is spurring on the demand for pure and gentle organic cotton clothing that is completely free of hazardous chemicals, making it 100 per cent safe for delicate babies.
What kind of collection does the brand offer?
Our product range is wide and includes all that a new parent needs for their baby, right from zero to six years. From bibs, caps, mittens to onesies, baby blankets, swaddles and even nursery essentials like cot sets, we are a one-stop shop for all moms-to-be and parents who want only the best for their child. All our products are made of certified organic cotton, which is safe on sensitive skin of children and also environment friendly.
How do you usually initiate parents into it?
Young parents are on the look out for safe and gentle, toxin-free clothing for their little ones. When they experience our product, they keep coming back for more. Being end-to-end certified organic, our garments are buttery soft and designed for baby’s comfort and parents’ convenience. This means our clothes have no itchy labels and no uncomfortable seams but have easy openings for quick diaper changes and are completely machine washable. Our thoughtfully designed patterns for growth spurt in babies also last longer, giving customers more value for their purchase. Further, we cater to all wardrobe and nursery needs of a child, which gives our customers a wide variety of products, designs and price points to experience our brand.
What are your top sellers?
In addition to everyday baby essentials like onesies, our sleeping sacks, knitted blankets and cot sets are bestsellers.
What are your plans for the brand?
In the next couple of years, we plan to widen our reach and foray into offline distribution channels coupled with introduction of new product categories and styles to fully capture a baby’s wardrobe needs.