“I always wondered why can’t I have a stroller that can detach into two single strollers when I need it and come together as a twin stroller when I want. It is not rocket science,” says Ruchika Agrawal, co-founder of TwinsTribe, recalling the moment when she first realised how limited the market was for twin parents.
As a new mother to twins, she struggled to find a stroller that suited her lifestyle. She was searching for one that could accommodate both babies in a compact space without compromising on functionality. This frustration eventually led her down the entrepreneurial path where she focused on helping fellow twin parents navigate the journey through guidance and resources.
Ruchika Agrawal and Nikita Agarwal, the dynamic sister duo, both have impressive educational backgrounds and have led successful careers in the corporate world. I have an engineering degree from IIT Varanasi, followed by an MBA from IIM Lucknow. I have spent over a decade excelling in management consulting at renowned firms like Boston Consulting Group (BCG). But everything changed when I found out I was expecting twins in 2018.”
“The constant travel and long hours in consulting were no longer sustainable once I became a mother. I wanted to be there for my children while still pursuing a meaningful and fulfilling career. I joined Marico as the head of strategy, and just two months later, the COVID-19 pandemic hit. For the first time, I experienced the balance of having a career without missing important moments with my kids. Managing twins is tough, especially while in a senior role, but I realised it’s possible to have both,” she tells The Better India.
Nikita Agarwal has an equally impressive educational and career journey. “With a background in business development and supply chain, I worked with e-commerce giants like ShopClues and OverCart, as well as renowned brands like Tata Motors and Hyundai. After taking a step back to focus on motherhood, I realised it was time to return. Entrepreneurship is in my DNA, and I knew building something meaningful was the next natural step for me,” she shares.
Personal struggles that led to TwinsTribe
Bound by their shared experience of motherhood, the sisters decided to join forces, which led to the launch of TwinsTribe in 2023. The platform is designed to connect twin parents, providing them with a supportive community as well as products tailored to their unique needs.
The idea for TwinsTribe emerged from the personal challenges Ruchika faced while raising her twins. The lack of suitable products for twin parents, like strollers that could fit into tight spaces, prompted her to think about suitable solutions. “Living in Mumbai, I couldn’t find a detachable stroller for my twins that was compact enough to fit in narrow spaces,” the 40-year-old mother explains.
“Another thing I realised was that twin parenting is different from single parenting. For instance, many people advise parents to sleep when the baby sleeps, but this isn’t feasible for twin parents, as they rarely sleep at the same time. The second challenge is the struggle with exclusive breastfeeding for twins. Most twin mothers don’t have enough milk supply to nourish both babies, and even if they do, the process of breastfeeding two babies is physically and emotionally draining. This often leads to twin mothers experiencing postpartum blues or even depression due to the overwhelming demands. That’s when they need support from fellow twin parents,” she adds.
In 2022, after stepping away from her corporate career, Ruchika began discussing the idea with Nikita, who was equally passionate about supporting twin parents. “When my sister shared the idea for TwinsTribe with me, I was immediately drawn to it. The gap in the market was clear, and the opportunity to create something innovative was exciting,” says Nikita, whose son is the same age as Ruchika’s twins.
By December 2022, the sisters registered their startup, marking the beginning of their entrepreneurial journey.
Building a brand based on real twin parenting struggles
The duo focused on two aspects: building a community for twin parents and developing products tailored to their unique needs. “We conducted thorough research in the first few months to understand the gaps in the market. We spoke to twin parents across India, gathering insights into their daily struggles to build the products,” says Ruchika.
Based on these insights, they compiled a list of products that made a real difference for twin parents. The sisters launched the website in February 2024, with three products. “One of the first products we focused on was the detachable twin stroller, which allows parents to use it as two single strollers or a twin stroller, depending on their needs. Ever since we launched the stroller on our website, it became a favourite among twin parents because it is lightweight, compact, aircraft-friendly, and easily detachable,” explains Ruchika.
Along with the detachable stroller, the co-founders launched several other products. These include the twin bassinets and the twin activity log, both designed with the unique needs of twin parents in mind. “The twin bassinet features a removable partition, allowing it to change into a shared bed as the babies grow. It can also be converted into a playpen for older children. We wanted to create a versatile product that grows with the twins,” she says.
The activity log is developed to help parents track their twins’ daily activities, from breastfeeding schedules to diaper changes. “Tracking everything is hard, especially with twins. We realised the parents were looking for a convenient and organised way to record these activities,” explains Nikita.
“The activity log is available in two forms to cater to different preferences. One is a board with versatile installation options, it can be hung using a thread, attached to any magnetic surface, or secured with hooks. The second option is a portable diary, designed for convenience, especially for parents on the go. The diary is compact enough to travel with and can even be taken to doctor’s appointments, allowing parents to easily share the history of their twins’ activities, whether from two weeks ago or more recently,” she adds.
“For family and friends shopping for twins, TwinsTribe offers thoughtful gift sets that make gift-giving easier,” shares Ruchika. “We created themed items, like safari-themed plush toys with elephants and giraffes, to make it more fun and personal.”
The duo also designed matching clothes with a twist as part of their gifting collection. “We believe that while twins may look alike, they each have their personalities,” she continues. “That’s why we created designs like apples and oranges prints, symbolising how twins may be similar in appearance but unique in their personalities. And of course, we’ve kept the cute packaging in mind.”
Offering more than just products
“Every product has a reason behind it,” Nikita adds. The startup started with the goal of building a supportive community where twin parents could share experiences, advice, and solutions to the challenges they faced. “I felt left out during my early days of motherhood because single parents were unable to relate to my problems,” Ruchika confesses. “That feeling of isolation is common for many twin parents. We wanted to create a space where they could connect and know they are not alone.”
The TwinsTribe WhatsApp group has grown rapidly, with over 750 members, and it’s a platform for twin parents to share any kind of problem at any hour. “It’s especially active at night when parents are struggling with sleepless nights or emotional vulnerability. Someone is always there to help,” Nikita says.
The startup’s revenue model primarily revolves around selling products online via its website, as well as on platforms like Amazon and Flipkart. “It is a bootstrapped venture, and we are using our savings to fund the business. Our products are manufactured by various suppliers, each specialising in different items,” explains Ruchika.
“Our team is very small. We have hired two members to take care of the operations side of things. In addition, we collaborate with freelancers or agencies when needed. At the start, we brought a creative designer on board, who worked with us for a year and a half. Now, she freelances for us whenever necessary. We also have a freelance social media manager. For website development, we worked with agencies. The logistical side is handled by Shiprocket,” she says.
‘Our customers are our brand ambassadors’
“We have been able to fund everything with the earnings from our previous ventures, and we are not looking to raise any funding at the moment. We currently have about 10 product categories and around 50 products, which include more than 700 SKUs (stock-keeping units),” she adds.
Currently, TwinsTribe generates revenue through its e-commerce platforms, with a monthly revenue of Rs 7 lakh, and they expect to hit Rs 1 crore ARR soon. “Our total revenue is Rs 40 lakh in the past nine months, and we have noticed an increase in customers every month,” she explains. The sisters handle most of the marketing themselves, as they believe in connecting directly with customers to understand their needs and provide demonstrations.
The community also plays a key role in marketing. “We have built our brand through word of mouth,” says Nikita. “Our customers are our brand ambassadors. They share their experiences, and that drives sales.”
Nupur Khera, a mum to 4-month-old twin girls from Hyderabad, shares, “When I found out I was expecting twins, the recurring thought in my mind was that I didn’t know anyone who has delivered twins. Then, by sheer luck, I came across TwinsTribe online. I finally discovered a place in India that had amazing products specifically for twins. What I love most are their strollers because they are very convenient. You also get to choose the colour and mix and match according to your taste.”
“The TwinsTribe parent community is another place that provides me comfort whenever I need it. It’s a group of people who truly understand what it means to be a twin parent, the unique challenges, the happy moments, and that mix of overwhelming joy. It no longer felt lonely. Whether I have a question, want a product review, or just need to vent to feel calmer, that space has become my safe haven,” shares the happy member.
The founders are looking forward to growing their community and expanding their business. They are working on expanding their product range, with a twin feeding pillow already in the pipeline. “We are also exploring additional sales channels and are getting interest from other retail stores,” Nikita reveals.
“In addition to our product offerings, we plan to conduct more workshops and create support groups for twin parents, covering topics such as breastfeeding, postpartum depression, and parenting advice, free of cost,” concludes Ruchika.
Edited by Megha Chowdhury; All pictures courtesy Ruchika Agrawal
