Founders & their story

• Chaitanya Malhotra

Chaitanya, a passionate designer, embarked on a creative journey with his father, sharing a 50-50 equity split in their bootstrapped business called Kalakaram. The venture is not merely a business but a legacy, driven by their love for design. Recognizing the evolving nature of childhood experiences across generations, Kalakaram specializes in crafting unique DIY kits, ranging from beginner painting sets to advanced craft projects. Acknowledging the increasing levels of anxiety and diminishing attention spans among today’s youth, Kalakaram’s products serve as a means for children aged 4-14 to enhance their attention spans, express themselves, and find relaxation through engaging and creative activities. The emphasis is on self-expression and confidence-building through art therapy.

Despite the prevailing perception of art and craft as mere gift items in India, Kalakaram stands out by offering top-notch quality products with clear end usage. The brand has established a significant presence with over 350 offline stores, including a remarkable presence in 120 Hamleys stores. The sales distribution strategy reflects a 90% reliance on offline channels and a 10% online presence. The business’s roots trace back to a family enterprise dealing in art and craft supplies, ensuring a steady supply of wholesale materials. Kalakaram’s founder hails from Delhi, where the venture was founded in 2022. The market projection for 2025 is an impressive 4000 crores, attesting to the brand’s potential and the growing demand for creative outlets for children.

The business adopts a general trade distribution approach, participating in B2B exhibitions through various channels to reach its audience effectively. With 24 distributors in place, Kalakaram maintains an average billing price of Rs 1000, catering to a diverse customer base. In essence, Kalakaram is not just a business but a creative sanctuary, providing children with the tools to explore their artistic potential and fostering a positive impact on their overall well-being.

About the company:

KALAKARAM introduces a refreshing perspective to the expansive realm of children’s toys, specializing in a unique category known as DIY. Within this niche, they offer an array of innovative and creativity-enhancing products designed to positively impact the lives of young individuals in a genuine and wonderful manner. At the core of their ethos is the belief that art, in all its forms, possesses the transformative power to heal and shape lives. Recognizing the unimaginable potential of art, KALAKARAM emphasizes its ability to mold young minds into responsive, expressive, kind, informed, and confident individuals.

The imperative nature of nurturing young minds is underscored by the assertion that exploring art and fostering creativity is crucial for holistic development. KALAKARAM endeavors to contribute purposefully to lives, emphasizing that shaping young minds goes beyond conventional textbook learning. From a blank canvas to creative masterpieces, KALAKARAM is crafting the future. Their DIY kits serve as vibrant threads in the tapestry of childhood, intertwining skills and joy. Each project becomes a mini adventure, offering children the opportunity to explore, create, and discover the magic within their own fingertips. Beyond the mere tools of paints and brushes, these kits act as vehicles for self-expression, confidence-building, and instilling a love for learning.

Understanding the profound impact of formative years on a child’s growth, KALAKARAM’s DIY kits go beyond mere artistic pursuits. They act as catalysts for holistic development, enhancing fine motor skills, nurturing patience, and fostering perseverance. Each kit serves as a toolkit for life’s journey, with the joy of accomplishment and the blossoming of imagination evident when a child proudly presents their creation.

Revenue: 

In the fiscal year 2022-2023, Kalakaram achieved sales totaling 1.5 crores. The company has set an ambitious sales target for the upcoming fiscal year 2023-2024, projecting a significant increase to 5 crores. This ambitious goal aligns with the consistent monthly sales growth rate of 11.1% that Kalakaram has maintained.

The monthly sales figures for the recent months showcase a positive trend, with November 2023 reaching 50 lakhs, October 2023 at 45 lakhs, and September 2023 at 42 lakhs. These steady increases in monthly sales reflect the effectiveness of Kalakaram’s strategies and the growing demand for their unique DIY kits.

Founders’ Ask 

50 lakhs for 2.5% equity at the valuation of Rs. 20 crores.

Offers:

Namita: 50 lakhs for 5% equity at the valuation of Rs. 10 crores.

Anupam: 50 lakhs for 4% equity at the valuation of Rs. 12.5 crores.

Piyush: 50 lakhs for 5% equity at the valuation of Rs. 10 crores.

Aman: 50 lakhs for 4% equity at the valuation of Rs. 12.5 crores.

Piyush, Namita and Anupam: 60 lakhs for 6% equity at the valuation of Rs. 10 crores.

Final Deal

Piyush, Namita and Anupam: 60 lakhs for 6% equity at the valuation of Rs. 10 crores.