Haripriya, a BSc electronics graduate from Coimbatore, Tamil Nadu, had tried several businesses before launching Extrokids, including selling eco-friendly napkins and offering tutorial lessons.
“My extensive research into toys that could enhance fine and gross motor skills, hand-eye coordination, and overall brain development made me realise that there was a significant need for such products,” she says.
She noticed that new parents were struggling to find toys that educate and entertain, particularly ones that kept kids screen-free. “One of my goals is to prevent screen time by offering open-ended toys and games that keep children engaged,” she shares.
With just Rs 5,000, Haripriya started Extrokids from her home in Coimbatore, focusing on open-ended toys to support children’s development through play. She began by selling preloved books and toys.
Starting the business wasn’t easy, especially with family members questioning her focus on entrepreneurship. But with the support of her mother, Haripriya stayed determined.
“As my collection expanded to over 500 toys, I couldn’t reply to every message. I wanted to receive orders even when I slept. For that, I needed to create a website,” she recalls.
She realised she had to learn everything necessary to run an e-commerce business and build her website from scratch. The creation of the website took six months, during which she lost all her customers.
After losing all her customers, Haripriya had a breakthrough idea, she posted a simple video demonstrating how to play with her toys. Featuring her mother and filmed with no fancy background or effects, the video went viral, garnering over 60,000 views.
She realised the power of raw, authentic content. “We started shooting in our warehouse with toys in the background, and it worked like a charm,” she says.
She focused on highlighting the benefits of each toy and building trust with customers. After three years, her revenue hit Rs 5 lakh. “You don’t need a fancy camera, equipment, or photographers, content is king,” she says.
Today, Extrokids receives over 15,000 orders a month and has nearly 5 lakh Instagram followers. Their toys range from Rs 49 to Rs 8,000 and include educational items, family games, open-ended toys, magnatiles, and kinetic sand.
Extrokids offers over 500 toys, many designed to keep children engaged without screens. The bestsellers include puzzles, memory games, and “Shut the Box.”
Haripriya’s mother, Banu, is now the face of the company. “I’m so proud of my daughter and her achievements,” she says, as she helps Haripriya educate customers on the benefits of each toy.
Haripriya’s future vision is to create a marketplace for children's products, bringing a variety of resources under one roof. From Rs 5,000 to Rs 3 lakh in daily sales, she has come a long way.
“Don’t think you can learn the entire business at once. Be consistent for 90 days, and you will be rewarded,” Haripriya advises aspiring entrepreneurs.