Parenting twins is a unique and often overwhelming journey, but for sisters Ruchika and Nikita Agarwal, it was also an opportunity to innovate. When Ruchika, a new mother of twins, struggled to find practical and functional baby products, she decided to take matters into her own hands. Teaming up with her sister Nikita, she launched TwinsTribe, a brand dedicated to making life easier for twin parents. Today, their bootstrapped venture generates Rs 40 lakh in revenue, offering thoughtfully designed products and a supportive community for twin parents across India.
The Aha Moment: Finding a Gap in the Market
“I always wondered why I couldn’t have a stroller that detaches into two single strollers when needed and comes together as a twin stroller when I want. It’s not rocket science,” says Ruchika Agrawal, co-founder of TwinsTribe. Living in Mumbai, she struggled to find compact and functional strollers for her twins. This frustration ignited her entrepreneurial spirit and led her to develop innovative solutions tailored to twin parents.
From Corporate Careers to Entrepreneurship
Ruchika and Nikita both come from strong professional backgrounds. Ruchika, an IIT Varanasi and IIM Lucknow graduate, built a successful career in management consulting, working at Boston Consulting Group (BCG) and later leading strategy at Marico. However, the arrival of her twins in 2018 made her reevaluate her career choices.
“The constant travel and long hours in consulting were no longer sustainable. I wanted to be there for my children while still having a fulfilling career,” she shares.
Nikita, on the other hand, has a background in business development and supply chain management, having worked with e-commerce giants like ShopClues and OverCart, as well as brands like Tata Motors and Hyundai. After stepping back to focus on motherhood, she felt the pull of entrepreneurship.
“When Ruchika shared the idea of TwinsTribe, I was immediately drawn to it. The gap in the market was clear, and the opportunity to create something impactful excited me,” says Nikita.
Building TwinsTribe: A Brand Rooted in Real Struggles
The sisters officially launched TwinsTribe in 2023, with a mission to create products designed for the specific challenges of twin parenting. They spent months researching, speaking to twin parents across India, and understanding their pain points. The result was a range of products that cater to real-life parenting struggles.
One of their first and most popular products was the detachable twin stroller. Unlike traditional bulky twin strollers, this one allows parents to use it as two single strollers or as one unit, making it versatile and space-efficient. “It’s lightweight, compact, aircraft-friendly, and easy to detach—something every twin parent needs,” Ruchika explains.
In addition to strollers, TwinsTribe introduced twin bassinets with removable partitions that can transform into playpens, and a twin activity log to help parents track feeding schedules, diaper changes, and sleep patterns.
“The twin activity log was designed after we realized how difficult it is to track everything with two babies. We created both a wall-mounted version and a portable diary that parents can carry to doctor’s appointments,” Nikita adds.
To make shopping for twins more fun, the brand also offers themed gift sets and matching outfits with a twist. “Twins may look alike, but they have unique personalities. Our apple-and-orange print clothes symbolize this individuality while still keeping them coordinated,” shares Ruchika.
More Than Just a Business: Creating a Community
Beyond products, TwinsTribe fosters a thriving parent community. “I felt isolated in my early days of twin parenting because single parents couldn’t relate to my struggles. We wanted to create a space where twin parents could connect and know they’re not alone,” Ruchika says.
The TwinsTribe WhatsApp group has over 750 members and serves as a 24/7 support system for parents. “It’s especially active at night when parents are struggling with sleepless nights or emotional vulnerability. Someone is always there to help,” Nikita notes.
A Sustainable and Growing Business
TwinsTribe operates as a bootstrapped venture, with products sold through its website and platforms like Amazon and Flipkart. “We’ve self-funded everything so far and are not looking for external investments at the moment,” Ruchika shares.
With a lean team, they manage operations with just two full-time employees, while collaborating with freelancers for creative design, social media, and website development. “Our logistics are handled by Shiprocket, ensuring seamless order fulfillment,” she explains.
Despite being a young startup, TwinsTribe has seen rapid growth. The brand has generated Rs 40 lakh in revenue within nine months and currently earns Rs 7 lakh monthly. “We are on track to hit Rs 1 crore ARR soon,” says Ruchika.
The Power of Word-of-Mouth Marketing
Rather than spending heavily on advertising, the sisters rely on customer satisfaction to fuel growth. “Our customers are our brand ambassadors. They share their experiences, and that drives sales,” Nikita explains.
Nupur Khera, a mother of 4-month-old twin girls from Hyderabad, shares her experience: “Finding TwinsTribe was a game-changer. Their strollers are incredibly convenient, and their community is a safe space where I can seek advice, share frustrations, or simply connect with parents who understand twin life.”
Future Plans: Expanding Product Lines and Support Systems
Looking ahead, the sisters plan to expand their product range. “A twin feeding pillow is already in the works,” Nikita reveals. They are also exploring retail partnerships and additional sales channels.
Beyond products, TwinsTribe aims to support parents through workshops and online support groups, covering topics like breastfeeding, postpartum depression, and practical parenting tips—all free of cost.
“In the end, TwinsTribe is more than just a brand. It’s a movement to make twin parenting easier, less isolating, and more joyful,” concludes Ruchika.
With their unique blend of experience, empathy, and innovation, these twin moms-turned-entrepreneurs are redefining the twin parenting experience—one thoughtful product at a time.