Naina Parekh is the mind behind EUME’s revolutionary massager backpacks, which not only make travelling lighter, but relaxing too. My Kolkata caught up with the entrepreneur about the origin of the backpack, EUME’s new vegan Dragonfly Collection, opening a physical store in India and more.
My Kolkata: How did you get the idea for massager backpacks?
Naina Parekh: My son used to carry heavy backpacks to school, and upon coming home, he would ask me to massage his shoulders. One day in 2017, I got the idea of having a massager in the backpack to combat the stress that heavy packs cause on the back and shoulders. Being a longtime follower of Shark Tank USA, I immediately tried to find similar products on the internet and there were none like it. I then patented the design and built prototypes. I also showed my prototype to Daymond John (CEO of FUBU and investor on Shark Tank). Upon perfecting the product in 2018, we launched it in the market as EUME.
Wouldn’t a massager make the backpack heavy though?
No, that’s where our quality comes in. It just increases the weight of the backpack by 250 grams. Even for that, we balance it by using good quality fabrics, which are much lighter than those used in a regular backpack. Moreover, the massagers are ergonomically placed in a proportionate manner to ensure that their weight is distributed perfectly. In fact, when you put on the massager, the backpack starts feeling lighter.
How have the backpacks been received?
Since there were no products like ours in the market, we started with a validation model, launching it on Amazon and other marketplaces. Today, people can directly purchase it from our website. We also took the product to the US through Kickstarter (a crowd-funding platform), pledging $15,000 and raising $27,000. The US is great when it comes to acceptance of innovation, but also a reality check — they can pull you down if the product is not great. Thankfully, the response was amazing – we had less than 3% returns during our campaign. And Daymond John promoted us on Good Morning America! In four hours, we sold around 800 bags worth Rs 70 lakh. We are growing really well in India and people are recognising the benefit of using our backpacks. We are going to be in 3,000 Army canteen stores across India. Besides that, we are excited to launch a store at Mumbai Airport in September.
You’ve recently brought out another range of products…
Yes! I am very fond of handbags and have been studying the market in India for the last 4-5 years. When we decided to introduce our own handbag range, leather was a big no-no and we wanted a cruelty-free product. Beyond religious sentiments, there is so much science that goes into creating a vegan product that does no harm to animals. Vegan products are also recyclable and sustainable, and do not damage the environment.
This became the inspiration for our Dragonfly Collection. We chose ‘dragonfly’ because it depicts happiness, adaptability and vulnerability, all of which we have come to value during the pandemic. Our thought was to introduce a range that gives consumers happiness. We have also introduced matching accessories like scarves, belts and hair bands with the handbags.
Handbags from the Dragonfly Collection
How is it in keeping with your motto of functional fashion?
Functional fashion combines aesthetics with functionality. When it comes to functionality, we have given our bags amazing compartmentalisation, without spoiling the aesthetics. The mantra is adaptation. In keeping with this, there is a 2-in-1 bag where users can either detach one element or carry both depending on their need. We also have multiple pouches and different sleeves so that every item in the bag is segregated. The Indian consumer has a lot of things to carry when they step out, so these take care of the functional aspect. We have also made sure that none of the products will make the bag bulge even if you stuff it, so as to not compromise on the aesthetics. We have also introduced a women’s massager backpack in the Dragonfly Collection.
How do you see the accessory industry evolving in India?
I think brands are becoming very conscious about sustainability and recycling, and a lot of them are promoting vegan products. I also see a lot of growth for made-in-India products. I’m proud that most brands have stopped importing from China and other countries.
Why the name EUME?
The name stands for ‘you and me’, symbolising my family – with whom I formed the brand and the product – and me and the customers. Our family’s business background has given us an in-depth understanding of setting up a production unit, conducting research, and maintaining quality. We brought over this know-how into EUME, with a special emphasis on quality.
What’s next for EUME?
We have new products lined up till April 2023, and every single range will be different in both aesthetics and functionality. We are also conducting technology-based research on new products that we wish to push in the third quarter. We also aim to set up our own flagship store in 2024.