Safe Art Materials for Kids – Dabble

Dabble is a startup founded by Neha Bajaj and Karen Saldanha from Nama Bengaluru. Karen holds an MBA in finance and management and gained experience in entrepreneurship at the IIM Bangalore entrepreneurship cell. Neha has 13 years of experience in photography and holds a master's degree in the field.

The startup's mission is to create safe, toxin-free, and development-friendly artistic materials for children. They offer a portfolio of 10 products including brushes, colors, crayons, molds, and finger paints, all of which are available on their own website as well as popular marketplaces like Amazon, Flipkart, and First Cry. Dabble is the first company to print all the ingredients of their products on the packaging, ensuring transparency and safety for the consumer.

The Idea

Dabble is a startup that was born out of the friendship between Karen and Neha, who met at an expressive art therapy course in Bengaluru. They bonded over their shared love of art and their desire to provide safe and innovative products for their children. As they searched for safe options for their kids, they realized that there was a need in the market for such products.

After months of research and development, Karen and Neha created a range of art products that were safe, natural, and child-friendly. They tested their products with their own children and the children of their friends, and received positive feedback. Encouraged by the response, they decided to start a business to bring their products to a wider audience.

They assembled a team of scientists and food technologists who specialized in child-friendly products, and worked with speech therapists, art teachers, and early educators to ensure that their products were of the highest quality. Dabble's products are carefully crafted to promote creativity and imagination in children, while also being safe and environmentally conscious.

Through their innovative products and dedication to safety and quality, Karen and Neha have created a successful startup that has earned the trust and loyalty of parents across the country. They continue to innovate and develop new products, always keeping the needs and interests of children at the forefront of their business.

Product research and designing

Dabble is focused on designing children's products, is committed to creating items that are not only visually appealing but also cater to the developmental milestones of children starting from 12 months of age. The company's design philosophy is centered around making their products intuitive and easy to use, encouraging natural interaction with the world around them.

For instance, Dabble's crayons are available in unique shapes that facilitate the development of the tripod grip, a critical motor skill that is essential for writing and drawing. The crayons are also big-sized, which makes them easier for young children to grasp, and come in three primary colors that can be mixed to create new hues.

Dabble's finger paints are also designed with young children in mind. They come in easy squeeze bottles that are simple for kids to handle and worry-free for parents, as the paint washes off very easily. These design choices are evident across all of Dabble's products, with no compromise on quality.

To ensure the safety and comfort of their products, Dabble conducts extensive testing. All ingredients are tested from start to finish, and products are stability and microbial tested in a NABL certified food laboratory. Additionally, all products are BIS certified, ensuring they meet all safety standards for toys. Finally, Dabble's products are tested by moms, ensuring that they are comfortable and user-friendly for both children and parents alike.

Overall, Dabble's approach to product design and research showcases their commitment to creating high-quality, safe, and intuitive children's products that cater to the unique needs of young learners.

Business Channels and Community

One of the key elements of Dabble's success has been its extensive business channels. Parents can order Dabble's products from a variety of online channels, including the company's own website, Amazon, First Cry, FlipKart, Nestery, Happy Clouds, Kidstack, and other marketplaces. In addition, Dabble has made its way into about 15 retail stores in Mumbai and Bengaluru, and is actively working to scale its presence in top retail stores across India. This multi-channel approach has allowed Dabble to reach a wider audience and make its products available to more parents and children.

But Dabble is more than just a company that sells art products - it has also built a thriving community of creative parents. The company has an Instagram community of over 17,000 followers, where it shares inspiring art and craft ideas, as well as tips and tricks for introducing creative expression to children. In addition, Dabble has an active WhatsApp Creative Parenting community of over 400 dabbler parents who connect, support, and encourage each other on their parenting journeys. This community aspect of Dabble is a key differentiator, as it allows parents to connect with like-minded individuals who share their passion for creativity and self-expression.

Dabble's combination of high-quality, toxin-free art products and strong community engagement has helped it establish itself as a leader in the parenting and creative industries. As the company continues to scale and expand its reach, it is sure to have a positive impact on the lives of countless children and families across India and beyond.

Sales and Revenue

The startup has shown a significant increase in sales over the past few years. In FY19-20, the company generated a sales revenue of 17 lakh rupees, which decreased to 14 lakh rupees in FY20-21. However, the following year FY21-22, saw a tremendous boost in sales, generating a revenue of 46 lakhs rupees. As of now, in the current financial year, the sales have reached 33 lakhs rupees. Last month's sale alone was 8.7 lakhs rupees.

Despite being a bootstrap company, Dabble invests 4-5% of their revenue in marketing. They have two SKUs of colors, with one set consisting of three colors and the other set of nine colors. The cost of the 3-set box is 549 rupees, with a gross margin of 75%. The COGS (Cost of Goods Sold) is 25%, while the marketing and shipping costs are 9% and 10%, respectively. The channel margin is about 30%, and salaries account for 26% of the expenses.

The equity split between the founders is 50-50. Despite some fluctuations in sales, Dabble has managed to grow and increase its revenue significantly in the past year. With its unique and quality products, Dabble has the potential to continue growing and become a more established player in the market.

Did the startup receive money from Shark Tanks India?

The owners of Dabble had pitched to investors, offering 10% equity at a valuation of 5 crore rupees in exchange for an investment of 50 lakhs.

After considering the offer, two investors - Anupam and Aman - presented their offers and counter offers. Anupam offered the full 50 lakhs and would come up as one-third part of the equity holders. However, Aman offered 15 lakhs in cash and 35 lakhs in debt, also in exchange for 10% equity in the company.

After careful consideration of both offers, the owners of Dabble finalized the deal with Aman. The deal would provide Dabble with the much-needed funding to grow their business, while Aman would become a stakeholder in the company with a 10% equity share.

The funding would help Dabble to expand their product offerings, hire new talent and increase their market presence. With Aman's investment and expertise, the future looked bright for Dabble.