Nap Chief Doubles Revenue by Redefining Kids’ Fashion with Comfort, Style, and Licensing Power
When siblings Pooja Gupta and Raghav Gupta from Coimbatore ventured into India’s vast fashion landscape, they discovered a gap that many had overlooked — children’s fashion. Most kids’ clothing options lacked creativity, comfort, and a modern edge. Recognizing this whitespace, they launched Nap Chief, a D2C (direct-to-consumer) brand focused on activewear and loungewear for children under 14.
What started as a homegrown label is now making waves nationwide — transforming kids’ wardrobes with stylish, high-quality, and comfort-first clothing. Nap Chief is not just selling clothes, it’s building a brand kids love to wear and parents love to trust.
Comfort Meets Style: The Nap Chief Formula
Nap Chief specializes in home and playwear that prioritizes comfort without compromising on style. But what truly sets the brand apart is its smart use of licensed merchandise, ranging from beloved franchises like Harry Potter, Marvel, DC Comics, Tom & Jerry, Disney, and even ISRO. These collaborations have played a pivotal role in driving their sales.
The brand also introduced the ‘family twinning’ concept — matching outfits for parents and kids — which has become a hit with modern Indian families.
Surging Sales and Expanding Reach
Nap Chief’s growth trajectory is nothing short of impressive. The startup’s net revenue skyrocketed by 117% in FY24, jumping from INR 5.9 Cr to INR 12.8 Cr.
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It boasts over 1 Lakh registered customers on its website.
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In 2024 alone, it delivered 1 Lakh+ orders across 1,600 cities.
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The brand launched 200 new designs last year.
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Their website witnessed 22 Lakh+ unique visitors, showcasing its growing digital influence.
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On Instagram, Nap Chief recently celebrated 100K followers, reflecting a strong and engaged community.
Currently, 60% of Nap Chief’s revenue comes directly from its website, while the remaining 40% is generated via top online marketplaces including Myntra, Amazon, FirstCry, Nykaa Fashion, Ajio, Tata Cliq, and Flipkart.
In 2021, the startup raised INR 2 Cr from Tata Capital, further validating its vision and scalability.
Standing Out in a Crowded Market
In a competitive D2C landscape filled with brands like Mini Klub, Hopscotch, Kidsville, Ed-a-Mamma, Includ, Kidbea, and Baby Forest, Nap Chief has carved a distinct identity by combining licensed storytelling, quality fabrics, and comfortable design ethos.
What’s Next for Nap Chief?
Looking ahead, Nap Chief has set ambitious targets. For FY25, the brand is projected to clock a 95.32% growth, taking its revenue to INR 25 Cr. The ultimate goal? To touch INR 100 Cr in annual recurring revenue by 2026.
To achieve this, Nap Chief is working on:
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Diversifying its product portfolio to include smart casuals, innerwear, and more.
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Expanding its reach via exclusive brand outlets in metro cities like Delhi NCR, Mumbai, and Bengaluru, marking a shift from digital-first to omnichannel retail.
Final Thoughts
Nap Chief is not just riding the wave of India’s booming kidswear market — it’s helping shape it. With a clear focus on comfort, design, digital growth, and licensed content, this Coimbatore-based startup is well on its way to becoming a household name in children’s fashion.
As Indian families continue to seek fashionable, functional, and fun options for their children, Nap Chief is poised to lead the charge — one twinning outfit at a time.