MangoStreet: Online Apparel Store for Kids [365 days Return Policy]

Of the numerous e-commerce sites out there on the world-wide-web, in one of its kind: it is an online store dedicated to the fashion needs of kids, providing a common…

Of the numerous e-commerce sites out there on the world-wide-web, in one of its kind: it is an online store dedicated to the fashion needs of kids, providing a common platform for all kidswear brands, both domestic and international, for kids aged between 2 and 15 years.mangostreet

Kidswear market in India is very fragmented and penetration of domestic brands is low. International brands on other hand are absolutely inaccessible beyond metro cities. Because of lack of focus, Multi Brands Outlets and organized retailers have very limited collection of kidswear range. Mango Street attempts to fill that gap by providing a host of kidswear products across various categories, from boys and girls in various age groups and brands, from school uniforms and denims and dresses to shoes and accessories. is founded by Mohit Yadav and Rahul Yadav, who had earlier, which was a community driven e-commerce store for designer T-shirts. The portal was launched just last week and is a well-designed application with easy navigation to various categories. The checkout process is simple and clean and fast. They can also boast of free shipping and CoD. Mohit, who has a 2-year old son, and Rahul, who has a nephew and niece the same age, got inspired by the shopping needs of kids in their family, which was the main driving factor behind the launch of

Another never-before seen feature in e-commerce stores is MangoStreet’s 365-days return policy. You may return the product within a year, and they will refund you back.

Here is a Q&A with Rahul Yadav, co-founder

PI: Your 365-day return policy seems interesting, but is it actually worth it? I mean, why would someone keep a purchased garment with the tags on and unwashed for a year?

RY: The policy has been formulated not from a technical but more from the philosophical viewpoint. We want to provide our users the comfort that they can take as much time as they want to return the items and not worry about missing the timelines. Lot of parents these days are working, and are likely to miss the return timelines (like 30 days as offered by many companies), and we wanted to remove that barrier between the company and the customer.

PI: How do you tie-up with various brands? More importantly, how do you deal with returned merchandise with those brands?

RY: We started approaching the brands with the concept of and got a good response because of lack of focused e-commerce player in this category. We officially associate with all the brands, procure the stock, and sell on our site. We believe in swift delivery hence we hold the inventory of all the products displayed on our site.

Returns can be because of few reasons, primarily due to incorrect sizes or defective product. In case of defective product, the same is returned to brand and in case of incorrect size we keep the product with us.

Whatever the case maybe, the customer is provided a return within 48-72 hours.clip_image003


PI: What has been the traction so far?

RY: We went live on 5th January 2012, and the response so far has been very positive. This month itself we will touch sales of around 1500 products.

PI: How big is the team apart from you and Mohit?

RY: We have a team of 8 which includes people in logistics, customer support and technology. We also have in-house studio as we believe user experience is the key to success in e-commerce (we offer around 8-10 views for every product sold on, making it easier for the customer to make a decision).

PI: What are your future plans?

RY: We are working on expanding the assortment. We will be launching many more domestic and international brands really soon. Also we are adding more product categories like toys, books, accessories, back to school kits, etc.

Further we are in touch with several schools and will soon offer uniforms for some of the best schools in India. Parents will have the ease to purchase casuals and uniforms, both from the

same place. We are the first company in India to offer school uniforms online.

In the long run, we see MangoStreet as a one stop destination for all the shopping needs for kids.

PI: How is Scopial doing?

RY: We have kept Scopial on hold as of now. The experience that we gained at Scopial has helped us immensely at MangoStreet. We were able to launch the website, bring over 10 brands on-board, streamline logistics, and start our marketing campaigns in less than 20 days! For us, MangoStreet is like an extension of Scopial.

Kidswear is a niche area no other e-commerce store generally caters to. looks promising, though do you think taking a niche approach vs. ‘buy all things kids (like diapers to toys)’ works?

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