Ahmedabad-based brothers Atish Shah and Ashil Shah started a kidswear brand Polka Tots after running into a practical problem while looking for baby products. What began as a search for products for a newborn later became a business focused kids brand on clothing and everyday essentials for children.
Polka Tots was founded in 2018 and sells products for newborns and children up to eight years. Its range includes clothing, swaddles and other baby-care products. The brand now reports a gross turnover of more than Rs 25 crore.
The idea took shape in 2016, when Ashil Shah was expecting his first child. At the time, Atish was living in the US and was looking for baby products that could be brought to India. The brothers found that choices in the Indian market were limited in several categories.
Polka Tots Kids Brand
The two brothers spent about a year researching the market before starting the business. They had some familiarity with the children's retail sector through their family's earlier retail experience, but they also spent time studying products and customer requirements.
Their research led them to swaddles; a product they found was not widely available in the Indian market at the time. The brothers decided to build a business around products that they believed could address gaps in the baby and children's essentials segment.
Both founders had studied in California in the US. Atish studied finance, while Ashil studied international business and finance. They also worked in retail and finance after completing their education before moving into the new venture.
Polka Tots Builds Range
The initial challenge was not only developing products but also making Indian parents familiar with categories that were relatively new to many buyers. The company used detailed product images to explain how its products could be used.
Polka Tots now operates across two broad categories — garments and non-garments. Its clothing range covers children up to eight years, while its non-garment portfolio includes more than 25 products.
These products include swaddles, baby carriers, bibs, washcloths and diaper bags. The company has also developed a hip-seat, which it positions as a product designed to make carrying a baby easier, including for mothers recovering from C-section deliveries.
Targets Young Parents
The business emerged at a time when baby-product purchases were moving beyond traditional household practices. Earlier, parents often relied on products and methods passed down through families for newborn care, including using household cloth as swaddles and traditional feeding products.
Polka Tots has instead focused on purpose-built products for specific childcare needs. Its business model combines children's garments with non-garment essentials, allowing the brand to sell products across different stages of early childhood.
The company has built its range around newborn and toddler requirements while extending the clothing business to children up to eight years. Its product mix gives it a presence across both everyday apparel and childcare accessories.
What is Polka Tots
Polka Tots is an Ahmedabad-based kids brand founded in 2018 by brothers Atish Shah and Ashil Shah. The company sells garments and non-garment products for newborns and children up to eight years.
Startup co-founders came from finance, international business and retail backgrounds. The business began after their difficulty finding suitable baby products in India led them to study the market and identify gaps in available offerings.
The company now has more than 25 non-garment products, including swaddles, carriers, bibs and diaper bags, alongside its children's clothing range. Its reported gross turnover has crossed Rs 25 crore.
Polka Tots Products
The brothers' approach has been to introduce products based on specific childcare requirements rather than relying only on conventional baby products. That has included building awareness around categories such as swaddles and developing products such as the hip-seat.
Polka Tots remains focused on the baby and children's essentials market, with its product range spanning clothing and accessories. The reported turnover gives the Ahmedabad-based brand a larger presence in a segment where organised brands compete with traditional retail and newer online-first businesses.
