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  Life   More Features  19 Aug 2018  Shopping bonanza for mothers and children

Shopping bonanza for mothers and children

Published : Aug 20, 2018, 12:05 am IST
Updated : Aug 20, 2018, 6:03 am IST

With over 60 brands offering a variety of products, the Pinwheel Project is a one-stop exhibition designed especially for moms and kids.

(L to R) Shouger Merchant, Ragini Vakil, Nidhi Chopra and Aditi Kapur, co-founders of the Pinwheel Project
 (L to R) Shouger Merchant, Ragini Vakil, Nidhi Chopra and Aditi Kapur, co-founders of the Pinwheel Project

Mothers have always wanted for their children to enjoy the best of the best and this realisation prompted four moms— Shouger Merchant, Ragini Vakil, Nidhi Chopra and Aditi Kapur to come up with the innovative Pinwheel Project, a one-stop exhibition for moms and kids.

Talking about the idea behind the project Ragini says, “Pinwheel Project was conceptualised by us, four mothers, over multiple coffee shop conversations and play dates. We realised that all mothers face the same baby-related dilemmas every single day. Understanding mothers’ needs and wants, we aimed to create an ecosystem that would keep them updated and connected with the new developments in the ‘Kids Universe’. This led us to mobilise Pinwheel Project, a premium mom and kids exhibition.”


For mothers aiming to find quality products for their kids or themselves, the market is not limited but less known. Shouger believes this is because of a lack of connectivity between sellers and consumers. She says, “Initially, we did think that there was a dearth of kids products in the market. That is why a lot of moms looked to shop abroad. However, when we actually looked around, we realised that there are lots of amazing kids products in India too. Mothers just don’t know about them. This is why we decided to bring all the best products and services from across the country under one roof.”

The exhibition will be a treat for mommies and their little ones as cute stalls selling everything from kids’ clothing, shoes to accessories and toys will be at the exhibition. Mothers haven’t been ignored here, as you’ll find maternity skincare products for both, prenatal and postnatal care from reputed brands. Talking about the exhibition’s aim to target new age moms, Nidhi says, “New age moms like to make their buying decisions based on information and not just from myths passed down from older generations. We like to read up, compare and analyse. This exhibition gives moms an opportunity not just to see and compare products, but also to interact with the manufacturers and understand why the products are  beneficial for their children.”



The demand for better and smarter products has grown overtime, as new age mothers are keen on opting for products that do not harm the environment. Aditi elaborates, “Over time, as moms have become a more sophisticated consumer base, the need for different, more convenient and practical applications for all possible needs has also increased. Using quality products has become more important and mothers are now increasingly aware of the environmental impacts of the products they use.”

Recalling last year’s experience, Shouger says, “We got an overwhelming response to the first exhibition. A lot of mothers from different cities came all the way for the Pinwheel Project. It has motivated us to make this year’s offering even bigger and brighter.”


The second edition is going to be a grand affair as more than 60 brands will set up stalls at the exhibition. Also, the organisers have introduced a play area for kids.
—Pinwheel Project Exhibition will be held at Blue Sea Banquets, Worli Sea Face on August 25, 11 am onwards

Tags: pinwheel project