CEO Insights Magazine

Considering children's delicate skin is sensitive and often intolerant to harsh chemicals used in the conventional textile manufacturing, it's no wonder mothers today are increasingly choosing natural fabrics, especially Organic cotton. This is precisely where the story of Mi Dulce An'ya and its founder Neha Garodia begins. As it is often in the case with mom epreneur businesses, her business idea was the result of her own experience as a young mother when her first born arrived, she was extremely disappointed with the non availability of sustainable childrens wear in India, whether home grown or imported. She had to travel overseas to purchase much of what she wanted, and realized there were many other moms facing similar issues.

"I believe that your team will respect a leader, when the leader possesses certain qualities that deserve to be respected"

After second baby and along with comprehen sive qualitative as well as quantitative research, Neha launched her children's brand, retailing a complete range of clothing and accessories which feature on all new parents' wish lists. Mi Dulce An'ya has come a long way from where it began, offering not just clothing but also baby gear, school bags, nursery accents, pretend play toys and tents.

In an exclusive interaction with CEO Insights, Neha enlightens us about her entrepreneurial journey so far.

What inspired you to start Mi Dulce An'ya?
There are two distinct parts to how I began MDA. The first part was based on recognizing the business potential. When I moved from Singa

pore to India and gave birth to my first baby, I realized there was a huge gap between what I wanted to purchase and what was available. There was a lack of awareness and access to sustain able, quality children's wear despite India being one of the largest exporters of fine fabrics worldwide. I had heard this firsthand from many other new moms. So, I knew that this was a white space that I could leverage. And from a professional skill point of view, with my background in Economics and having worked as a Management Consultant and Brand Manager for leading Global players, I felt I had the necessary business knowledge required.

How would you define the characteri stics of your leadership style? How do you ensure that your workforce is on board with the brand's goal and that they can work together without any hassle?
In my opinion, a team will respect its leader not just because they are the leader, but because they possess certain attributes that deserve to be respected. I spend time with each of my teams in every aspect of my business, whether it's HR, Purchasing, Design, Product Development, and many other. I try to be involved in all aspects of the business, for example, this morning I spent time with the Packaging team, relooking at how we pack each item before delivery. I'm happy to assist and show them how I like things done, which creates a very pleasant atmosphere. Employees are motivated to work harder when they have a leader who is approachable and eager to spend time with them and share knowledge and experience.

I am incredibly passionate about my work and have picked an equally enthusiastic and sincere team. We celebrate our success and milestones together over chai, cake and samosas! Everything is celebrated birthdays, celebrity

endorsements, and international collaborations! These simple treats foster a strong sense of camaraderie among us.

What are some of the most impactful trends developing in the segment currently? How are you gearing up to stay abreast with the advancements?
It's interesting to note that sustainable children's apparel was not widely popular at the time Mi Dulce An'ya was established but 'Going Organic' and sustainability have become quite entrenched in popular culture now. I'm naturally thrilled with the increased attention my industry is getting.

The concept of customization is on the rise as well. Everyone wants something unique, whether it's for gifting or one's personal use and I believe the customization aspect, where the baby's name, initials or other beautiful adjectives are tied to it, has become a lot more enticing to people than it was previously.

Another trend I've noticed is the shift to more discreet design. If you had a baby girl ten years ago, you'd probably want to dress her up in a lot of fuschiafrills and synthetics. The look has been toned down with better access to international media, travel and exposure. Mothers today are seeking some thing a little more delicate and a little more modest. The concept of style has come a long way in the last five years.

What would be your advice/suggestion to young women who would like to start their entrepreneurial journey in the industry?
I recommend that you start small so that your mistakes aren't too costly. We all make mistakesit's nearly impossible to get through life without stumbling. So my advice is to make them cost you as little as possible, whether in dollars and cents or in mental stress. Once you've climbed the steep learning curve, the World is your oyster.

Neha Garodia, Founder, Mi Dulce An'ya
Neha established Mi Dulce An'ya to provide GOTS Certified Organic cotton clothing & accessories for new borns and older children up to twelve years