MAM
Kidbea secures $1mn funding in Pre-Series A round led by Venture Catalysts
Mumbai: Kidbea, an innovative bamboo-based kids fashion brand, has announced that it has raised $1 million in funding in the Pre-series A round led by early-stage investment firm Venture Catalysts.
The funding round also saw involvement from Agility Ventures and BestVantage Investments, as well as notable figures in the industry such as Sandeep Agarwal and Upasana Agarwal, founders of Droom, Ashok Bahadur, alongside a group of experienced angel investors, and Hiro Mizushima, a well-known celebrity actor in Japan.
Founded in 2021 by Swapnil Srivastav, Mohammad Hussain, and Aman Kumar Mahto, Kidbea specialises in creating bamboo plant-based, skin-friendly, and comfortable children’s apparel. Kidbea’s products effectively tackle issues such as discomfort, skin rashes, and food spillage in newborns by providing GOTS (Global Organic Textile Standard) certified clothing that is environmentally friendly and gentle on children’s skin.
Kidbea will use the funding to boost its marketing and branding initiatives, expand its team, and improve operations. Additionally, a strategic portion of the funds will be allocated to research and development and technology to maintain a leading position in the rapidly evolving children’s fashion industry.
At present, Kidbea has a presence on all major online platforms and is available in over 30 partnered stores located in premium children’s hospitals. Additionally, Kidbea has expanded its global reach to include the UAE, Bahrain, and Australia. The brand’s varied product portfolio features over 250 SKUs, encompassing kids’ rompers, bodysuits, reusable cloth diapers, soft toys, and accessories.
On the expansion plan and the new funding, Kidbea co-founder Aman Kumar Mahto said, “The funding signifies a major milestone in our journey to turn Kidbea into a Rs 500 crore brand within the next 3 years. This funding provides us with the means to improve our sustainable offerings, extend our global presence, and persist in redefining children’s fashion.”
On the overall opportunity and growth potential, the founders added that Kidbea posted an impressive eight times revenue growth in FY-23 demonstrating the brand’s growing appeal in the burgeoning kidswear segment that is pegged at $16.4 billion.
Highlighting the potential within the children’s apparel and accessories market, Venture Catalysts co-founder and managing director Dr. Apoorva Ranjan Sharma expressed, “Choosing to invest in Kidbea was an obvious decision for us. With India’s daily birth rate exceeding 67,000 children, there is a substantial opportunity for Kidbea to target the market across both metropolitan areas and small towns, driven by the increasing awareness among new parents regarding sustainable and eco-friendly clothing. Kidbea’s innovative approach and dedication to quality align with the changing expectations of mindful consumers. We have confidence in Kidbea’s potential not only to redefine children’s fashion but also to make a significant contribution to the sustainable fashion landscape.”
Striving to evolve into a Rs 500 crores brand within the next three years, Kidbea is on a trajectory of growth. The company’s dedication to sustainability and quality, along with the strategic deployment of its recent funding, positions Kidbea to further its expansion and solidify its position as a frontrunner in the global children’s fashion industry.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
