A Growing Market

The global maternity wear market is booming, expected to grow from USD 18.3 billion in 2018 to USD 24.6 billion by 2025. In 2022, the market value of maternity wear in India alone was estimated at US$ 16.4 million, with projections to expand to US$ 24.6 million by 2031. This growth could be attributed  to a rising number of working pregnant women and a shift towards pregnancy fashion. (Maternity Wear Market | Grand View Research)

North America leads the market, thanks to a fashion-forward consumer base and a plethora of brands. Asia-Pacific, particularly India, is poised for significant growth of 10%, driven by a higher birth rate and an embracing of maternity wear as a necessity rather than a luxury​.

When it comes to the fabric of choice, cotton reigns supreme, holding a dominant 41.80% market share. Its breathability, softness, and hypoallergenic properties make it the ideal choice for expectant mothers. 

The rise of e-commerce platforms offers a new avenue for maternity wear brands. Online shopping caters to the convenience and variety sought by expectant mothers, promising a broader reach and potentially boosting sales​

The Heart and Soul Of Putchi

Before Putchi, MK Deepika and her husband Thiyagu lived in Australia. Just before the Covid pandemic hit, they decided to move back to India. Little did they know, this move was going to be the start of something big​. During her pregnancy, Deepika faced a challenge. She couldn’t find maternity clothes that were both stylish and comfortable. This struggle sparked an idea. Why not create what she was looking for? And just like that, Putchi was born​. (Putchi)

What Does Putchi Do?

The brand caters to the previously underserved maternity wear market, providing a range of products catering to moms from pre-pregnancy through childbirth and beyond. In 2020, with just Rs. 60,000, the couple launched Putchi in Coimbatore, Tamil Nadu. The name “Putchi” was inspired by their son, Abhimanyu. They discovered that “Putchi” means “life’s energy” in Korean, a fitting name for a brand

While it started with just ten styles of nursing dresses, their range now covers a wide array of products. These include maternity wear, baby essentials, intimate wear, and even nutritional supplements. Putchi now also hosts products from over 100 Indian mom-baby brands on its platform. 

Putchi’s Business Blueprint

Putchi primarily operates on a D2C model. They sell products directly to customers through their website. This cuts out middlemen, allowing for better customer relationships and feedback​. While their main sales channel is online, Putchi also has a physical store. Though most sales happen online, the store attracts local customers.

Putchi employs an innovative approach by involving women, especially homemakers, as sales partners. These partners use their social networks to sell the products, earning a commission on each sale. This strategy not only broadens their reach but also supports financial independence for women

Recently, Putchi evolved into a marketplace that hosts products from over 100 Indian mom-baby brands on their website. Many of these brands are led by mothers without their own online presence. Putchi supports them by handling sales and shipping, earning a commission on sales​

From Idea to Enterprise

Their journey from an Instagram page with a small collection of nursing dresses has expanded into a comprehensive range of products catering to mothers and babies alike. Today, Putchi boasts over 900 styles in its portfolio and hosts products from over 100 Indian mom-baby brands on its platform. 

This includes not just maternity and nursing wear but also baby essentials, toys, books, and more. Today, Their product line is extensive and includes intimate wear, period care products, and even nutritional supplements, reflecting the brand’s holistic approach to motherhood​

Quick Climb to Success

Putchi began its journey in Coimbatore with a modest initial investment of Rs. 60,000. In just three years, this vision turned into a Rs. 5 crore success story. The brand has set its sights on a much bigger goal: a market worth 100 crores. 

With franchise opportunities in the pipeline, Putchi is gearing up for expansive growth​. The brand’s success and potential for future growth have significantly increased its value. Currently valued at 30 crores, their trajectory in the maternity wear market is impressive​

Wrapping Up Putchi’s Journey

Putchi has made a remarkable journey in India’s maternity wear and baby product industry. Starting with just Rs. 60,000, the brand now boasts a wide product range and a significant turnover. By addressing the need for functional yet stylish maternity wear, Putchi has become a beloved brand among mothers. Their direct-to-consumer model, combined with a physical store and a supportive network of sales partners, showcases their innovative approach.

As we close the chapter on their story (for now), let’s ponder the potential of innovative thinking and empathetic entrepreneurship in creating brands that solve, support, and inspire. What will your story be?