This new blanket will protect you from mosquito bites
The
mosquito menace does not spare the rich or poor in tropical
countries. While there are many mosquito repellents in the market,
two women have created a blanket that promises to keep the insects
away. Mos-Quit-O, as the knitted blanket is called, is created by
Nidra Textiles, set up by sisters Kasturi (25) and Shrreya (27)
Poddar.
How does it work?
Once knitted and dyed, the blanket — the brainchild of Kasturi, a textile designer, is put through a chemical bath that contains permethrin. The chemical is imported from Switzerland, while the rest of the process is completed in India.
Once the fabric absorbs the chemical, it passes through a heat processor and is roll pressed on both sides so that the chemical settles in the fabric and does not release during a wash. To ensure that the chemical was safe for human use, the sisters sent the samples for testing in WHO certified labs in Mumbai and Germany.
How does it work?
Once knitted and dyed, the blanket — the brainchild of Kasturi, a textile designer, is put through a chemical bath that contains permethrin. The chemical is imported from Switzerland, while the rest of the process is completed in India.
Once the fabric absorbs the chemical, it passes through a heat processor and is roll pressed on both sides so that the chemical settles in the fabric and does not release during a wash. To ensure that the chemical was safe for human use, the sisters sent the samples for testing in WHO certified labs in Mumbai and Germany.
Within
a year, Mos-Quit-O — available in kids and adult sizes for Rs 1,000
and Rs 2,000, respectively — has got 38 distributors who are
supplying the product to almost 700 outlets.
While the initial focus was on Maharashtra and Gujarat, the blankets are now being sent to Karnataka, Uttar Pradesh and some stores in Delhi. They have also tied up with medical store and retail chains (Wellness Forever, Noble Medicals, Religare Wellness and Mom & Me).
While the initial focus was on Maharashtra and Gujarat, the blankets are now being sent to Karnataka, Uttar Pradesh and some stores in Delhi. They have also tied up with medical store and retail chains (Wellness Forever, Noble Medicals, Religare Wellness and Mom & Me).
Recently,
they also signed up with Outdoor Travel Gear, a distributor to
adventure stores in India. Bharuch, Ankleshwar and Surat top the
blanket sales, while the top performing retailer is a shop called
Rockstar in Bhayander. The Poddars also have an export order from
Nigeria and are thinking of talking to hospitals and residential
schools.
The journey
The journey
Like
any startup, the journey has been tough, despite Kasturi and Shrreya
coming from a family which is into textile business (Vigneshwara
Exports) since 25 years. "That's why I chose textile design,"
says Kasturi. "After finishing my course in London, I joined my
dad (Krishnamurari Poddar)."
But the stint lasted just a few months. The monotony and lack of creativity in the job got to her. Driven by the urge to create something that would make a difference through textiles, Kasturi stumbled across mosquito repellent treatment. "I thought 'Wow! Why hasn't anyone done this before?'" she recalls.
She received funding of Rs 50 lakh from her father. However, the family had limited knowledge of retail marketing and distribution. That's when Shrreya came on board to lend her sister a hand. Next, on their father's suggestion, the duo met Jagdeep Kapoor of Samsika Marketing Consultants for guidance.
Kapoor advised them on setting up and managing a sales team, asking for 100 per cent advance payment from distributors, on being patient and not moving from the policy or system. The Poddar sisters will now scout for investors soon. They also intend to widen the design range of the blankets.
Cost barrier
However, pricing of the blanket still remains a concern. They are perceived as expensive, particularly the Rs 2000 adult sized blankets. "We try to justify that by saying the cost of our blanket would be less than what a person spends on various repellents in a year," says Kasturi.
But the stint lasted just a few months. The monotony and lack of creativity in the job got to her. Driven by the urge to create something that would make a difference through textiles, Kasturi stumbled across mosquito repellent treatment. "I thought 'Wow! Why hasn't anyone done this before?'" she recalls.
She received funding of Rs 50 lakh from her father. However, the family had limited knowledge of retail marketing and distribution. That's when Shrreya came on board to lend her sister a hand. Next, on their father's suggestion, the duo met Jagdeep Kapoor of Samsika Marketing Consultants for guidance.
Kapoor advised them on setting up and managing a sales team, asking for 100 per cent advance payment from distributors, on being patient and not moving from the policy or system. The Poddar sisters will now scout for investors soon. They also intend to widen the design range of the blankets.
Cost barrier
However, pricing of the blanket still remains a concern. They are perceived as expensive, particularly the Rs 2000 adult sized blankets. "We try to justify that by saying the cost of our blanket would be less than what a person spends on various repellents in a year," says Kasturi.
By Rashmi
Menon, ET Bureau | 9 Oct, 2014, 10.23AM IST
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