I often say LAAD in Every Touch is like my first child. Launching a business really is like planning for a baby—exciting, terrifying, and never as simple as it looks from the outside. Usually, it takes two people to plan for a child, but in my case, I was alone, building this dream from scratch.

Why I Chose Kidswear

Choosing kidswear wasn’t random—it was deeply personal. It fulfilled my own desire for motherhood while giving me a chance to do something meaningful for children.

At home, I had seen little ones getting cranky or suffering from rashes because of harsh fabrics. That’s when I realised I wanted to bring back what our parents believed in: soft, worn cotton clothes that became gentler after every wash.

Old Cotton Clothes Passed Through Generations

In many Indian homes, those old cotton clothes were carefully passed down through generations — softened by years of love and multiple washes, making them the safest and most comfortable choice for babies. That memory stayed with me, and it shaped my mission: to create breathable cotton kidswear that is kind to delicate skin and free from chemicals

Learning Fabrics Beyond the Classroom

Like many others, I too thought stepping into kidswear would be easier than it really was. But once I took the first step, the challenges began.

It took me three to four months just to learn how to choose the right fabrics — understanding thread counts, GSM, and finishes. I travelled from South India to West India, meeting mills and fabric makers. Honestly, what I learned in those months, no classroom or college could have taught me.

Why Pre-Washing Cotton Is Essential

One crucial lesson stood out: for newborn ethnic wear or daily wear, cotton must always be pre-washed. Cotton naturally shrinks after the first wash, and it needs to be treated before it can be cut or stitched. Babies’ skin is very sensitive, so I also learned the importance of giving fabrics an antibacterial wash — a gentle treatment that removes chemical residues, excess dyes, and makes the cloth softer and safer for delicate skin.

Sometimes mills add antimicrobial finishes, but even at my own unit level, pre-washing became a non-negotiable step.

Designing My First Collection

Coming from NIFT, design was the most exciting part for me. I started with a capsule collection — seven to eight styles that would mark my first experiment with handmade kidswear. In 2022, I designed my very first LAAD kids’ collection.

Over-Loving Like a First-Time Parent

Just like new parents, I overdid everything. I was so excited that I wanted to design the whole world for kids at once. Spending time with my niece inspired me — she loved her grandmother’s stories, and I realised that it’s often grandparents who spoil and pamper children the most. That gave me direction: to create designs that feel relatable and nostalgic, not just for kids, but for their grandparents too.

The Design Process

began with mood boards, colour boards, and playful sketches. To me, it felt like the world’s best collection. My focus piece was jumpsuits — fashionable yet comfortable. On paper, the designs looked perfect. Paired with my choice of A++ fabrics, I thought I was ready to launch.

The next step seemed clear: work on branding while outsourcing the manufacturing. That’s when reality struck, and I realised the real challenges were still ahead.

👉 To be continued in Part Two: How I built the brand identity of LAAD in Every Touch, struggled with logos, vendors, and faced the reality of my very first exhibition — and the difficulties of going online.