Tidy Up Featured in Entrackr: Organizing and Preserving Valued Products

Publication: Entrackr
Date: May 16, 2023
Category: Startup Feature
Author: Keerthana Unni

About This Feature

In May 2023, Entrackr, a leading Indian startup and business news platform, featured Shop Tidy Up's mission to provide effective and sustainable solutions for organizing and preserving valued products. The article explores how founders Paridhi Sekhri and Vani Talwar Khosla identified a universal problem—messy, disorganized handbags—and built a bootstrapped company that has sold 7,500+ units with impressive 45% year-on-year growth.

Entrackr highlighted Shop Tidy Up's commitment to sustainability, from using recycled felt and leather scraps to the core concept of extending product lifespans to reduce waste. The feature covers the product evolution from bag organizers to a comprehensive lifestyle range, along with strategic expansion plans for international markets and physical retail presence.

Key Highlights from the Feature

  • Founded in 2021: Started by Paridhi Sekhri and Vani Talwar Khosla to solve personal organization challenges

  • Sustainable Materials: Uses recycled felt that holds steady frame without adding weight; leather scraps from manufacturers for loops and holders

  • Thoughtful Design: Up to 18 compartments designed for laptops, keys, books, pens, phones, and more

  • Product Evolution: Expanded from bag organizers to four product verticals

  • Strong Performance: 7,500+ units sold with 25,000 user base and 45% repeat customer rate

  • Impressive Growth: 45% year-on-year growth rate; Rs 1 crore revenue in FY2022-23; Rs 1.5 crore by January 2023

  • Pan-India Delivery: Currently delivering across India with plans for international expansion

  • Multi-Channel Presence: Available on D2C website and Amazon, expanding to physical stores

  • Future Plans: Launching diaper bag organizers; expanding to UAE and US markets

The Problem Entrackr Highlighted

The article opens with a relatable scenario that resonates with handbag users everywhere:

"A vast majority of those who frequently use handbags often find themselves in a tiff; it is frequently a turmoil of constant digging around to find a single item from the mess inside the bag, and there are never enough compartments to keep things organized."

Both founders experienced these same issues, which directly led to the creation of Shop Tidy Up in 2021.

Sustainability at the Core

Why Recycled Felt?

"We decided to go with recycled felt not just because it is sustainable but also because it holds a steady frame without adding more weight to the bag."
 — Vani Talwar Khosla, Co-Founder & CEO

Entrackr emphasized Shop Tidy Up's dual-purpose approach to sustainability:

  1. Material Choice: Using recycled felt that's both eco-friendly and functional

  2. Zero Waste Approach: Utilizing leather scraps from manufacturers for loops and bag holders

The Bigger Mission

"It is our aim to be a completely sustainable brand but in general we believe in adding a positive footprint to the world. The concept in itself is to use sustainable material to increase the life of the item you are using, reducing the need to buy a new item and decreasing waste produced."
 — Paridhi Sekhri, Co-Founder & CEO

Product Range Covered by Entrackr

Bag Organizers (Original Product)

Variety of different-sized organizers designed for ease and comfort to fit a range of bags, featuring up to 18 compartments for items like laptops, keys, books, pens, and phones.

Shoemates

Shoe pillow shapers that keep boots and other footwear in shape when not in use, preventing creasing and maintaining structure.

Shapemates

Bag pillow shapers that provide structural support and help maintain the original form of handbags during storage.

Rebag

Transparent protective covers that shield bags from dust, moisture, and environmental damage while remaining see-through for easy identification.

Accessories

Including coverups, bag loops, and Slingmates for comprehensive bag care and organization.

Design Philosophy

Entrackr highlighted the founders' market-driven approach:

Customer-Centric Design: Both founders analyze current market trends and customer needs to create designs that maintain the structure and purpose of handbags while maximizing available space.

Functional Innovation: Products are designed to solve real problems—from preventing bag sagging to protecting against scratches, stains, and moisture damage.

Versatility: Organizers accommodate various items with dedicated compartments, making daily life easier for working professionals, students, and fashion enthusiasts alike.

Manufacturing & Sourcing Strategy

Made in India

All raw materials are sourced from within the country

Manufacturing locations: Delhi, Panipat, and Jaipur

Production approach: Working with specialized manufacturing units that bring expertise and experience to each product category

Growth Metrics Highlighted

7,500+ Units Sold
 25,000 User Base
 45% Repeat Customer Rate
 45% Year-on-Year Growth Rate
 Rs 1 Crore Revenue (FY 2022-23)
 Rs 1.5 Crore Revenue (as of January 2023)
 4 Product Verticals
 2 E-commerce Platforms (Website + Amazon)

Future Expansion Plans

New Product Categories

Coming Soon: Diaper bag organizers launching in the next couple of months

Long-term Vision: Expanding into care products for:

  • Household goods

  • Jewelry

  • Apparel

  • Other valued personal items

Geographic Expansion

Current: Pan-India delivery

Next Phase: International markets starting with UAE and US, based on strong interest from these regions

Retail Strategy

Current: D2C website and Amazon

2-Year Plan: Physical outlets and flagship stores in metropolitan cities

Read the Full Article

Discover more insights into Shop Tidy Up's journey and business strategy.

[Read Full Feature on Entrackr →]

Shop Our Featured Products

Experience the organization solutions that impressed Entrackr.

[Shop Bag Organizers] [Shop Shapemates] [Shop Shoemates] [View All Products]