Tidy Up Featured on CNBC-TV18 Startup Street: Eyeing 5X Growth

Publication: CNBC-TV18
Show: Startup Street
Date: May 23, 2023
Format: Television Feature
Reporter: Reduce (CNBC TV18 Bangalore)

About This Feature

In May 2023, Shop Tidy Up was featured on CNBC-TV18's prestigious business show "Startup Street," which spotlights India's most promising startups. The comprehensive television segment covered Shop Tidy Up's impressive growth trajectory, profitability within three months, and ambitious plans to achieve 5X growth over the next two years.

CNBC-TV18 highlighted how founders Vani and Paridhi identified everyday problems—messy bags and misshapen shoes—and created simple yet effective solutions that resonated with customers across India. The feature showcased Shop Tidy Up's bootstrap success story, organic marketing approach, and expansion plans including flagship stores in metropolitan cities.

Key Highlights from the Feature

  • Rapid Profitability: Became profitable within just 3 months of operations

  • Impressive Growth Rate: Recording 45% month-on-month sales growth

  • Revenue Milestone: Hit Rs 1 crore revenue within first 18 months; Rs 1.5 crore by January 2023

  • Strong Customer Base: 25,000+ users with 45% repeat customer rate

  • 7,500+ Units Sold: With only 70-80 SKUs at the time

  • Geographic Reach: Strong demand from Tier 2 and Tier 3 cities, not just metros

  • Mumbai Market: 40% of sales coming from Mumbai alone

  • Organic Marketing Success: 80% of marketing has been completely organic

  • Celebrity Support: Unpaid endorsements and shout-outs from celebrities

  • 5X Growth Target: Ambitious plan to grow five-fold in next two years

What CNBC-TV18 Covered

The Problem Shop Tidy Up Solves

CNBC-TV18 opened the segment by highlighting relatable everyday problems:

  • Struggling to find keys and small items in large bags

  • Using newspaper balls to keep shoes in shape

  • The universal need for better organization solutions

The Founding Story

The feature covered how the startup began from personal need—both founders dealing with messy bags and wanting to create a solution for themselves and other women facing the same issue.

Product Range Evolution

Started With: Bag organisers made from recycled felt

Expanded To: Shoe pillow shapers to maintain footwear shape

Future Pipeline: Solutions for every valued item in the house

Market Reach Beyond Luxury

CNBC highlighted an important insight: While the products appear suited for luxury markets, Shop Tidy Up serves a much broader customer base including:

  • Generic bag users

  • Office bag carriers

  • Working women who value functionality

  • Customers from Tier 2 and Tier 3 cities

Founder Profiles Highlighted

Vani Talwar Khosla

Role: Overall Operations, Strategic Business Planning

Background: Serial entrepreneur who identified a gap in premium grooming services and founded The Powder Room Delhi almost a decade ago—a premium mobile hair and makeup service—before launching Shop Tidy Up.

Paridhi Sekhri

Role: Creative Director

Background: Passionate entrepreneur in fashion accessories and lifestyle industry; Creative Director of The Boho Bungalow, a home decor company delivering pan-India.

Growth Strategy Revealed

Current Distribution Model

  • Direct-to-consumer (D2C) brand

  • Primarily selling via website

  • Social media channels directing to website

  • Occasional offline sales and exhibitions

Expansion Plans Covered

Flagship Stores: Opening physical stores in metropolitan cities.

Try Before You Buy Service: Expanding from Delhi NCR to Tier 2 and Tier 3 cities for better product experience

SKU Expansion: Exponentially increasing product range with new segments

New Markets: Going international, targeting UAE and US markets

Marketing Evolution: Shifting from 80% organic to structured marketing campaigns to support flagship store launches

By The Numbers

7,500+ Units Sold (as of May 2023)
 25,000+ User Base
 45% Repeat Customer Rate
 45% Month-on-Month Sales Growth
 3 Months Time to Profitability
 1.5 Years To reach Rs 1 Crore Revenue
 Rs 1.5 Crore Revenue by January 2023
 40% Sales from Mumbai
 80% Organic Marketing Success
 5X Growth Target for Next 2 Years
 70-80 SKUs at time of feature

Strategic Insights from the Feature

Bootstrap Success

The feature emphasized Shop Tidy Up's impressive achievement of becoming profitable within just three months while remaining completely bootstrapped with positive cash flow sustaining growth.

Organic Growth Philosophy

CNBC highlighted the remarkable fact that 80% of Shop Tidy Up's marketing has been organic, including unpaid celebrity endorsements—a testament to product quality and customer satisfaction.

Future Funding Strategy

The founders shared that while currently cash-flow positive, they may consider bringing in a strategic investor once the startup reaches a sizable scale—but that remains some time away.

Geographic Strategy

Starting with a flagship store in Mumbai (40% of current sales) before expanding to other metropolitan cities demonstrates a data-driven approach to physical retail expansion.

Watch the Full Feature

Experience Shop Tidy Up's journey as told by CNBC-TV18's business reporters.

Watch Full Feature on CNBC-TV18 →

Shop Our Featured Products

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Related Links: Shop Bag Organisers | Shop Shoe Shapers | View All Products