Carving a niche in the kids’ furniture and lifestyle segment

Born out of the founder’s personal experience when it came to designing their kid’s room, Boingg is looking to become the go-to furniture brand for parents

Cofounder Neha Indoria says that as she was designing a seperate room for her three-year-old, the available options in the market were either imported and therefore too expensive, or made from cheap plastic or too plain and boring. “There was no furniture that spoke to my aesthetics and also had good quality and functionality,” she recalls. That’s when Dhruvan Barar and she started exploring this underserved category.

Revenue in FY2021 was INR 2.3 Cr, but the bigger focus in 2021 was to create a strong hybrid presence in the market. On the online channel, it launched a customiser feature for most of its inventory to enable personalisation in terms of colours and design features. Its D2C consumers are able to view the customised product within their homes using augmented reality and then place the order directly on our website. On the offline retail front, Boingg reached a milestone of its first store in Delhi-NCR.

Boingg claims that while other furniture companies might offer kids furniture, the needs of young users are vastly different from adults. For instance, its products all have rounded corners to minimise the chances of injury due to bumping. The fabric used is 100% cotton, while all products are tested for durability over 1,000 jumps, which is typically how kids tend to behave around beds or chairs. Finally, the company uses non-alkyd paints to ensure zero toxicity if paint is somehow consumed by the child.

Barar and Indoria spent much of 2018 researching products in the market, iterating and experimenting with design and manufacturing, and setting up the logistics and supply chain. It launched its first products in February 2019. The company offers over 1,400 products for children, including its signature Rainbow bunk bed, Street Car bed and Old Timer study table. It also offers unique products such as tepees, animalthemed storage units and more, which are typically not seen on general furniture platforms.

In 2022, the startup will continue experimenting with online sales tools through technology, while expanding its physical footprint in key cities beyond Delhi-NCR. By 2025, it aims to be the go-to brand for parents for all their requirements related to kids’ lifestyle and living. To get there, it will launch products in the home and lifestyle segment for kids.