Store Description

Kidology… “more than just an art”

The Concept
Kidology brings to you a high quality fashion ready-to-wear kids’ and maternity clothing and accessories collection. The vision behind Kidology is to develop a lifestyle concept that incorporates various spheres of design under its umbrella.

Kidology is the brainchild of Karina Rajpal, Neha Sachar Mittal and Ankur Mittal. Karina and Ankur’s association goes back to Georgetown University where they acquired their MBA degrees. The idea behind Kidology stemmed from a realization of a void in the Indian market. The three friends decided they would develop an Indian fashion brand for infants, kids and expectant mothers inspired by the design sensibility of Indian designers, that would appeal to the growing segment of discerning consumers. Key Indian designers were approached to design kids and maternity collections that would be manufactured and distributed under the Kidology label.

Maya Nocon, German designer with experience in women’s and kids’ fashion design and production, was invited to add to the mix as Kidology’s in-house designer and production head. The team planned an in-house collection that would have its own distinctive style while using, as far as possible, eco-friendly fibers and elements, again to fill a vacuum in the existing product offerings available in India.

The label launched with a flagship store at DLF Promenade Mall in Vasant Kunj, New Delhi. It is now also sold from Ogaan, Khan Market and Bibs & Cribs in DLF Saket Mall and Lado Sarai, Zoya in Mumbai, Theory in Chennai, Pinaakio in Moscow, with plans of further expansion to other major cities in India and globally.

The realization of Kidology would not have been possible without the unflinching support of our other investor, Namita Rajpal, and our advisors Mr. Divi Rajpal and Mr. Amar Mittal.

Our Designers
None of this would have been possible without the dedication and commitment of the designers – the Kidology team of designers currently includes Gauri & Nainika Karan, Malini Ramani, Namrata Joshipura and Gaurav Gupta designing Kids’ and Maternity collections exclusively for Kidology, and Ritu Kumar featuring her Kids’ collection. We also recently launched Rabani & Rakha Limited Edition Kids’ collection for Kidology during Fall 2010. Expansion plans include adding more designers in the future and hosting limited edition designer collections on a season-to-season basis.

The Collection
Kidology styles incorporate Western, Indian, as well as fusion inspirations, unique contemporary designs, high quality and eco-friendly fabrics and exquisite tailoring. The kids wear collections cater to the age group spanning 0-10 yrs, whereas maternity collections are created to flatter the pregnant form but can still be worn after those special 9 months. Although the current focus is on apparel, the label also offers accessories, including handbags, shoes and jewelry, with the aim to complete each look with ease within the store.

Kidology stores also showcase an exclusive kids’ furniture line using non-toxic (lead and metal free) polishes that are safe for kids, developed by Karina Rajpal and Mallika Vadhera (of Vadhera Furniture).

The Store
The Kidology team has put in every effort to ensure that their store is child friendly. Apart from being visually appealing, the store interiors have been designed keeping safety precautions in mind. Also, in the store is a special “kids corner” with toys and children’s books, to keep the kids occupied while their mothers are browsing!

In an attempt to keep their space free and natural, the Kidology team has opted for a white background to the store, which lends it an immaculate and crisp feel. The white shades used in the store contrast beautifully with the vibrant color tones of the clothes, accessories and furniture on display. And thus, make the Kidology experience truly wonderful!