Why Dia Mirza supported this Mumbai-based children’s clothing brand

Dia Mirza is a strong advocate for environmental conservation and sustainability. Its concern for protecting the environment and promoting a sustainable way of life is reflected in its investment choices.

The only thing investor and actress Dia Mirza and Greendigo co-founder Meghna Kishore have in common is that both of their children were born prematurely. And both were aware of the pain a mother has to go through when it comes to buying the right clothes for a premature baby.

“Every child is precious and equal, but when a baby comes into the world before it’s supposed to, it requires special care.”

Well, it’s not hard to see why Mirza invested an undisclosed amount in the startup. The brand has been making natural, chemical-free baby clothes for three years and is now ready to launch a special line of clothes for premature babies. This, the two women say, is the result of personal experience.

And rightly so. India’s children’s clothing market is growing at an annual rate of 17.9%, according to a Eurometer report. Additionally, children’s clothing offers brands the opportunity to make an early-stage connection that can potentially drive returns over a long period of time from a customer lifetime value perspective, according to Anand Ramanathan, Partner, Deloitte. India.

So the opportunity, as the numbers reveal, is enormous. Greendigo was launched in 2019 with similar sensibilities in mind.

Meghna and her sister, Barkha Das, had well-paying and “stable” jobs. However, Kishore’s little girl had a lot of skin problems. It was then that Meghna realized that the Indian market lacked quality clothing. Some of the clothes she bought for her daughter caused even more rashes, she recalls. When she went to Das with the dilemma, the latter couldn’t help but agree.

This dilemma as well as a vision to live consciously and sustainably brought them together and resulted in the genesis of Greendigo. The baby clothes provided by Greendigo are called capsule-dressing friendly (clothes that do not go out of fashion). Greendigo claims to use 100% organic cotton sourced from Chetna Foundation farmers in Orissa. Additionally, to ensure quality standards are maintained, the entire supply chain is audited by the Global Organic Textile Standard (GOTS), an organization that performs quality checks on organic textiles. All Greendigo products are GOTS certified.

Manufacturing is outsourced from units located in different parts of the country. Additionally, the Mumbai-based company mainly sells through its website and e-commerce marketplaces, with Nykaa and FirstCry contributing the maximum to overall demand.

Dia Mirza is a strong advocate for environmental conservation and sustainability. She is the Goodwill Ambassador for UN Environment and an advocate for the United Nations Secretary-General’s Sustainable Development Goals (SDGs).

Its concern for protecting the environment and promoting a sustainable way of life is reflected in its investment choices. Apart from Greendigo, she has invested in D2C personal care brand, Beco, and toy company, Shumee. Both work in the organic product segments. “I want to invest my time and money in businesses that really care about the planet,” she says.

Mirza has his list of criteria that companies must meet to get him on board. “For me, it’s about doing a thorough audit of all aspects of an organization. But I have to admit that doing a clean business is not easy,” she says, adding that the companies she invests in must fundamentally align with the SDGs. “The SDG connection is a really big attraction for me,” she admits.

And that’s why she fell in love with Greendigo and its co-founders. “It is a carbon neutral organization despite being an e-commerce business.”

She further adds that Kishore and Das have published all the product details clearly and with absolute transparency on their website and she wants to hold them accountable on this path.


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