Mumbai: The story of Sooper Dooper Kids is as inspiring as it is innovative. Founded by Nevil, Darukhanawala, the brand was established with a visionary goal: to empower young minds to make a difference. His vision is clear and compelling-a “profit for good” business model where success is measured not only by financial gains but by the positive impact the company creates.
Sooper Dooper Kids operates on a simple yet profound principle: every purchase made equates to a promise of donation. This one-for-one model ensures that every item of clothing purchased contributes to a greater cause, fostering a culture of care and generosity.
To give our readers a general overview of some stats, the India kids’ apparel market was valued at $21.6 billion in 2023 and it is projected to grow to $26.5 billion by 2032, reflecting a compound annual growth rate (CAGR) of 2.28 per cent from 2024 to 2032. This growth is driven by factors such as increasing population, a large consumer base, rising disposable incomes, and strategic promotional efforts by manufacturers.
The brand’s mission has recently gained significant momentum with the support of Her Highness Sheikha Arwa Al Qassimi of Sharjah. Her belief in Sooper Dooper Kids’ vision has brought crucial funding, allowing the initiative to expand its reach and deepen its impact. Her Highness’s backing is a testament to the brand’s potential to inspire compassion and demonstrate the transformative power of thoughtful fashion choices.
Indiantelevision.com caught up with the brand’s founder Nevil Darukhanawala, where he shared insights which delved deeper into the Sooper Dooper Kids journey.
Edited excerpts
What inspired you to start Sooper Dooper Kids, and how did you come up with the idea of combining fashion with social impact?
My 9-year-old daughter is a big inspiration in my life. I wanted to create a kinder and more inclusive world for her, which is how Sooper Dooper Kids was born. It is a platform where parents and children can come together to make the dream of an inclusive world a reality. It encourages kids to shop for clothes and nurtures the spirit of sharing, and every time you shop for a tee-shirt, one tee-shirt is donated to those lesser privileged than us. Beyond this, we want to create a brand that represents the spirit of childhood—wonder, magic, and joy. Our clothes are more than self-expression; they celebrate creativity and individuality.
Can you elaborate on the core values of kindness, inclusivity, and giving that the brand promotes? How are these values reflected in your clothing and business practices?
Sooper Dooper Kids believes in quality over quantity. We don’t want to be a factory churning out new styles week after week. We want to create gender-neutral pieces that last and give the child who wears them, pride and comfort. Our inaugural collection features premium 100% cotton tees designed for comfort, breathability, and durability. Each piece is adorned with unique characters brought to life through cutting-edge direct-to-garment printing technology, showcasing our dedication to quality and creativity. The messaging on our tees, on our website, during our on-ground events and everywhere else is designed mindfully to create an inclusive world where every kid is a Sooper Dooper Kid, irrespective of where they come from.
How does the “one purchase is one donated” model work, and what impact has it had on the communities you aim to support?
Sooper Dooper Kids is still a new brand. But our core philosophy is and will always be that fashion is more than just the clothes we wear—it’s about the values we carry and the impact we make. Fashion has always meant to be a statement- of your mood, personality, and attitude. We believe that this statement can be made compellingly. Our brand sets an example for children to know the importance of kindness, inclusivity, and giving back. Our “One Purchased = One Donated” initiative illustrates how fashion can drive social change. Every time you choose Sooper Dooper Kids, you’re not just selecting an outfit for your child; you’re participating in a movement that embodies caring and sharing. Since July 2024, we’ve donated around 400 tees. This is just the beginning.
What role did Her Highness Sheikha Arwa Al Qassimi’s recent funding play in your plans for the brand, and how will it help you achieve your mission?
With support from Her Highness Sheikha Arwa Al Qassimi of Sharjah, who believes in our mission, Sooper Dooper Kids is poised to further inspire compassion and demonstrate the transformative power of thoughtful fashion choices. Both she and I believe that change starts young. When you nurture a child to imbibe thoughtfulness and a sense of sharing, they grow up to become more responsible adults. And isn’t that what our world needs. We are trying to create a community in a world of consumerism where a sense of purpose will be prioritised.
How do you envision the future of “profit for good” business models, and what challenges and opportunities do you see in this approach?
The future of “profit for good” business models appears promising as more companies and consumers increasingly prioritise purpose alongside profit. Consumers, particularly millennials and Gen Z, are increasingly driven by values and are more likely to support brands that demonstrate social responsibility. A growing pool of investors is interested in seeking businesses that balance profit with purpose, making it easier for “profit for good” enterprises to secure funding. However, finding the right balance between profitability and purpose is a key challenge. Often, investments in social and environmental initiatives may not yield immediate financial returns, creating tension between short-term financial goals and long-term impact objectives. Quantifying social or environmental impact is complex and businesses struggle regarding this. As transparency, accountability, and measurement of impact become more sophisticated, “profit for good” businesses will be able to leverage these advances to scale their impact and influence, better.
What are your long-term goals for the brand, and how do you plan to expand or evolve in the coming years? Any upcoming projects that you’re particularly excited about?
Our primary goal is to cultivate a generation of conscious individuals and build a strong community of families and educators. We want profit, but my vision of building profit with purpose is very clear. We are taking steps like ensuring all products and operations align with sustainable practices and SDGs, launching collaborative programs and partnerships and more. We know this will take time, but we are prepared to stay true to our purpose. Over time, Sooper Dooper Kids will be a community of mothers and children, creating a better world. We want to become synonymous with ethical, values-based education, influencing children and families and shaping broader societal narratives around education, sustainability, and social good. We hope to raise a more compassionate, conscious, and informed generation through everything we do, including our sales and collaborations.
