Vision : To be every child’s first toy
Misson : To create simple, safe and purposeful play
Ariro was born alongside the birth of our baby. We the co-founders, Nisha (A Montessori teacher) and Vasanth (an Entrepreneur), had our baby girl in the year 2016. We always had an inclination towards giving her a very Montessori environment for her development. It started with making homemade mobiles that she could look at.
As days passed by, when she was about three months old, she was diagnosed with a skin condition called atopic dermatitis. Her skin had its weird way of reacting with everything around the environment flaring rashes all over her body. As she started moving and touching objects we had to extremely selective and cautious. When she was about four months old we discovered she was reacting towards plastic substances. Hence we scrutinized more and stuck only with wooden toys.
When we were in dire need of wooden teethers we found the market had limited options and most of the teethers were being imported. So we started making our own with the help of our carpenter. We used Neem wood to make her teethers. We realized all our friends who were parents adored this concept and asked us to make more for their little ones too. Slowly our daughter grew and so were her need for new toys.
We always look for toys that were minimal and with a purpose. Overwhelming toys confuses the child and are nothing but a decorative in most households. When we were casually talking about the need for more meaningful toys in our country, vasanth came up with this thought “instead of just complaining what we lag why we don’t start our own brand”. This sounded interesting at the same time very responsible.
We started researching extensively, travelling across the globe. We went to places like France and Indonesia, analyzing the kind of toys found in each of these places. Beijing also conducts a huge toy expo where a lot of players from this sector set up their stalls. Visiting here also helped us gauge how developed the toy manufacturing sector was in terms of wooden toys. It was there we realized that there was a huge gap in what the Indian toy market had to offer. Upon our return we started to look at villages in India with local artisans making wooden toys.
We found several artisans who had the skill set but lacked the market knowledge. We trained them to manufacture our designs and provided them the raw materials. Once the quality was satisfactory for us we hit the market. We launched Ariro in April 18. We tested the waters with few SKU’s and the results were motivating. We gradually expanded and are now available in over 20 different platforms.