SUMMARY
With this, Mirza has formed a strategic relationship with the apparel startup besides joining the brand as its ambassador
According to the startup, Greendigo plans to raise awareness about toxic chemicals used in apparel, especially baby clothing
Greendigo said that it has recently onboarded former Flipkart and Myntra C-level executive Ramesh Bafna as its strategic advisor and stakeholder
Bollywood actress Dia Mirza has invested in a sustainable baby apparel brand Greendigo. With this, Mirza has formed a strategic relationship with the apparel startup besides joining the brand as its ambassador.
Greendigo will use the funds to invest in its tech infra, brand building and marketing activities.
According to the startup, it plans to raise awareness about toxic chemicals used in apparel, especially baby clothing. The startup plans to leverage Mirza’s mass appeal in making a shift towards organic apparel.
“I am very happy and proud to support a brand that shares my mission to protect Mother Earth with its internationally certified products, plastic-free packaging, zero-carbon emission operations and alignment with all 17 UN SDGs,” said Dia Mirza.
Founded in 2019 by Barkha Bhatnagar Das and Meghna Kishore, D2C brand Greendigo offers carbon-neutral clothes for kids such as baby blankets, baby hooded towels and baby cot sets, among others. It also sells home textile products on its website.
Greendigo claims to be certified by a sustainable textile processing standard Global Organic Textile Standard. It sells products via its website and is also listed on ecommerce marketplaces such as Myntra, Nykaa Fashion, FirstCry, Tata Cliq, AJIO and Amazon.
“We are thrilled to have Dia on board in a multi-pronged capacity. Our vision is focused on ensuring that organic clothing for kids becomes normative rather than an exception. With someone as relatable, credible and successful as Dia as our ambassador, we have no doubt that our message will reach far and wide,” Das said.
Greendigo claims to have 400 stock-keeping units (SKUs) currently and will be adding another 300 SKUs by December this year. It also plans to roll out a new clothing category, along with Dia Mirza, for premature babies who require intensive care in the NICU department of the hospital.
Greendigo recently onboarded Ramesh Bafna as its strategic advisor and stakeholder. Bafna holds immense experience in finance and business segments. He was previously a C-level executive in Myntra and Flipkart, according to the statement.
“There is nothing more important to us than the well-being and health of our little ones. So, we spend a lot of time understanding the unique challenges that new parents face while looking for things that check the boxes of sustainability, safety and comfort,” Kishore said.
In the D2C segment, it faces competition from the likes of IPO-bound unicorn FirstCry.
In the last few years, a host of Bollywood celebrities have shown their confidence in homegrown startups. While Ranveer Singh invested in SUGAR Cosmetics, Shilpa Shetty backed Fast&Up and Chicnutri. Nora Fatehi is an investor in Curefoods.
According to an Inc42 report, the Indian D2C sector is likely to become over a $100 Bn market by 2025. Meanwhile, the country’s ecommerce sector is expected to turn into a $200 Bn space by 2026.
