What To Expect From The Pinwheel Project? An Exclusive Q&A With The Founders

One of the most awaited mommy exhibitions in Mumbai is back in a bigger and better avatar than last year! The Pinwheel Project 2.0 at Blue Sea Banquets on August 25th promises to provide a world of information for today’s mom. From shopping for trendy clothing from boutique brands to finding and knowing more about services like baby photography, classes, workshops etc. — The Pinwheel Project has evolved as a must visit for all moms! 

As the Pinwheel Project’s online parenting partner we, at Kidsstoppress, cornered the brains behind this venture — Shouger Merchant Doshi and Ragini Vakil and asked them some tough questions. So if you have Pinwheel on your calendars this week (and you must, if you don’t!) make sure you read this before you head out! 

KSP: How do you as moms manage to pull off such a huge event? 

“I think having a clear vision and being on the same page is extremely important to the success of any business or endeavour. We are all pretty much on the same page as far as aesthetics are concerned and since our key strengths differ, we divide and conquer. When it comes to curation, we do that collaboratively. However, the rest of the time we head up individual committees and take it forward from there.”

Ragini and Shouger along with Nidhi Chopra and Aditi Kapur came up with the idea for the Pinwheel Project when they realised there was a huge gap in the market when it came to connecting the flourishing kids’ fashion industry with the parents interested in those products.

But in less than two years how have they managed to make Pinwheel so successful?  

“Pinwheel Project is a passionate endeavour by moms who tried to bridge a gap in the market by bringing the best brands together under one roof to help moms make better-informed choices in relation to their child. The ethos of Pinwheel is really the outcome of the passion of moms and a very encouraging uplifting vibe that we experience from moms. We have had an incredible support system from vendors to bloggers to customers and everyone felt our genuineness and our warmth at the event last year. Pinwheel has since developed its own character and personality which comes through in the ambience at our event. We also very selectively curate it to ensure the best of brands, new and upcoming brands, brands from out of town and brands from abroad are there at the event to give our customers a good variety of products. More than anything, we select our exhibitors based on the shared aesthetic feel. “

Pinwheel showcases a lot of online boutique brands at the event so we want to know,  What is the one digital marketing tip that works for Pinwheel?

“I think its an amalgamation of a good marketing strategy in general with a good focus on what works. Digital marketing is important to us since it is an event that takes place once a year, we need to get the buzz going. Instagram is our primary viewership and engaging good content works well on this platform.” Instagram for the win! 

What is the brand strategy that works for Pinwheel?

Honestly, just being true to our story and our brand vision works for us. We started this as a passion project and it continues to be a fun experience. We try to ensure that we keep that passion alive by getting brands on board that will not only sell and succeed but also those that subscribe to our ideologies and our vision. We want to be able to be a platform to launch new and fresh talent. 

Ragini and Shouger get up close and personal with so many brands and now it is time we asked them to list their favourites. 

Your favourite products for kids

Shouger: I am a big fan of 3 Sprouts and Skip Hop. I find their products attractive and eye-catching for kids. 

Ragini: From the Indian brands, I like Little Kokoro and Poodle’s shirts for boys. Their cuts are flattering and stylish. For girls, Nishka Lulla’s new collection which she is launching at our exhibition is also very cute. From the festive brands, I do like Little Miss Miu – her Indian clothing is on trend. Little Pixie for girls is adorable too. 

What moms really want and what are they looking for today? 

Shouger: Products that make learning fun, easy and interesting and excites the child. 

What are the latest trends in parenting products? 

Ragini: New and enriching ways of keeping your child occupied and entertained

Which are the products that have simplified parenting for you?

A product called the Combi, not available in India, but is basically a rocker and a high chair and was exceedingly useful until my son turned 2. 

Tune into this fun FB live Mansi Zaveri of Kidsstoppress conducted with Shouger Merchant Doshi and Ragini Vakil- find out what’s exciting about the second edition of Pinwheel Project and why every mom will absolutely love to be there.