How These Sisters From Mumbai Help Every Parent in the Country

EOINDIA Startup Stories - Kiddiegram

Entrepreneurs: Atiya Darbar & Afra Kochra

Business Name: Kiddiegram

Welcome to Entrepreneurs of India #startupstories episode 95

Proper parenting is crucial in every child’s life. Today, parents hardly get any chance to spend some time with kids as they are caught up in the never-ending loop of their hectic schedule.

Atiya Darbar and Afra Kochra, two sisters from Mumbai, who also have two kids each, decided to create an online blog to share their motherhood experiences. That’s how Kiddiegram was born. Kiddiegram dismissed the traditional idea of textbook parenting and emphasised individual parenting style.

Four years after its launch, Kiddiegram, the brainchild of two mums, has become a go-to place for parent guide-products, events, workshops,YouTube tutorials, travel, crafts and a mosaic of ideas that keep your kids busy and productive.

1) How did you get your idea for this business?

EOINDIA Startup Stories - Kiddiegram

The idea for Kiddiegram was hatched on a whim, by its co – founder Afra, who noticed that there seemed to be a lack of essential information on Social Media regarding parenting in Indian cities. There was a major presence of blogs and websites in the US, UK and even Australia  but not many good ones in India. And thus our journey began.

2) Why is “now” a good time for this idea to exist?

We have always felt that Parents do not have excess time (for obvious reasons) to read through lengthy books and articles on Parenting. They need a platform that gives quick and easy solutions to their problems and queries. With multiple options like Instagram, Facebook, Snapchat, Twitter available to us these days, we feel it’s the perfect time to exist digitally.

3) What was the reaction from your family when you first decided to become an entrepreneur?

Like most workings mothers for us, without a glimmer of doubt, our children and families come first. With this assurance our families have been nothing but supportive in harbouring our aspirations into reality.

4) What was your biggest mistake in business and what did you learn from it?

It’s been a learning journey for us every step of the way and every mistake brings with it a lesson which we cherish. We have been foolishly trusting towards people and have often found our original ideas and intellectual property being plagiarised. However we now believe imitation is the best form of flattery and just look the other way.

5) What is your biggest obstacle in the next 12 months and how will you overcome it?

Unlike many “Mom Blogs” we prefer to keep our children’s faces and identities a secret. It’s not because we’re superstitious but more because we do not want to exploit their privacy for our benefit, as this is a choice they should be able to make for themselves. This personal choice is definitely a deterrent for our page, as it becomes difficult to promote through original images. We however will stick to this policy as long we can.

6) What habits contribute to your success?

EOINDIA Startup Stories - Kiddiegram

We’re always striving to stay true to our followers and focus on making each post relevant, honest and helpful. None of our followers or likes have been purchased and we’re proud to say our audience has grown only because people see what they like. We feel a contributing agent to this is because we make our content as interesting to our readers as we can. This way we also benefit the numerous brands that we have helped promote over the years and through their feedback we have been able to assess our reach and influence.

7) If you had the opportunity to start this business again what would you do differently?

I think we’re quite satisfied with the way we have been running things and would not do anything differently.

8) What is your favourite inspirational quote?

“Children don’t need things. The best toys a child can have is a parent who gets down on the floor and plays with them.” –Bruce Perry

9) Where do you find inspiration?

The most constant and strongest inspiration we have are our children who forever encourage and inspire us to keep going, turning us into better mums that helps us make Kiddiegram what it is today!

10) What is your favourite book?

Since our world revolves around kids we’re going to name some classics that every child must read or be read to. The Hungry Caterpillar by Eric Carle, The Day The Crayons Quit by Oliver Jeffers, The Gruffalo by Julia Donaldson and Harry Potter by J.K Rowling.

11) What advice would you give to someone starting out?

In this digital world there are new blogs sprouting up everyday. One advice we would always give anyone starting out would be to not buy followers in order to get ahead. It’s the biggest mistake you can make. This way you’re not only fooling your true supporters but also misleading brands that are trusting you to generate business for them.

Also it is important to not imitate others and create an individual identity for yourself. Do not compromise on quality and only promote those products or services which you would genuinely use yourself.

EOI Summary

Kiddiegram was luanched as a humble venture to share the personal motherhood experiences of two mums – Atiya and Afra. But the content they created on their platform readily grabbed the attention of fellow parents since it provided a lot of blogs on good parenting . The aim of their blogs was to make people understand the importance of parenting in shaping a kid’s individuality.

Kiddiegram has also given equal weight on the ethical side. They haven’t even used their children’s pictures on the website, unlike other similar platforms. Moreover, they created relevant content that really educated elders on how to cultivate the habits of good parenting.

Today, Kiddiegram is one among the most popular parenting platforms in the country and many reputed brands across the globe have partnered with them to promote and review their products. Above all, it brought parents closer to their kids and made their life easier.

EOINDIA Startup Stories - Kiddiegram

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