Skin-First. Sustainable. Simply Functional.
BRAND POSITIONING & IDENTITY DOCUMENT
Confidential · 2024 Edition
Founded by Teja Reddy · India’s Skin-First Children’s Essentials Brand
— 01 · THE BRAND TRUTH —
Why Urbanrac Exists
India has no shortage of children’s clothing. It has a shortage of children’s clothing worth trusting.
Shelves are full of garments that look delightful in photographs and feel punishing against a baby’s skin — stiff seams, synthetic blends, finishes that fade, fabrics that trap heat on a 38-degree afternoon in Hyderabad.
Teja Reddy knew this not as a market observation, but as a mother. She had spent years in the United States, worked in technology, and built a discerning eye for quality that could not be switched off when she returned to India in 2023. She kept carrying clothing home from her trips abroad — not because she wanted to, but because she had to. What she needed simply didn’t exist here.
So she built it.
“I didn’t set out to start a brand. I set out to solve a problem I lived. The brand followed.”
— Teja Reddy, Founder
— 02 · BRAND POSITIONING —
Where Urbanrac Stands
THE POSITIONING STATEMENT
For parents who refuse to compromise on what touches their child’s skin — Urbanrac is India’s premium essentials brand for babies and toddlers. Skin First in every fabric choice. Sustainable in every material decision. Simply Functional in every design. Made by women, for families who know the difference.
THE COMPETITIVE SPACE
Urbanrac occupies a deliberate white space in Indian children’s apparel:
| ◦ SKIN FIRST Every fabric decision starts with one question: is it safe for a newborn’s skin? The answer determines everything. | ◦ SUSTAINABLY MADE Cotton and organic cotton only. No synthetics, no shortcuts. Responsible sourcing isn’t a trend — it’s our founding principle. | ◦ SIMPLY FUNCTIONAL No excess. No gimmicks. Garments that move with children, last through washes, and do their job beautifully. |
— 03 · BRAND PILLARS —
What We Stand For
Three convictions — non-negotiable, unchanging — sit at the foundation of everything Urbanrac makes, says, and does.
01 · Skin First
This is where everything begins. Not with colour, not with print, not with price — with the question: what will this feel like against a baby’s skin in six hours’ time?
Urbanrac uses 100% cotton and certified organic cotton exclusively. No polyester. No synthetic blends. No heat-trapping, skin-irritating shortcuts. For babies and toddlers whose skin is still building its own defences, the fabric is not a feature. It is the product.
Skin First means Urbanrac will never introduce a material that hasn’t been scrutinised against this standard — regardless of cost, trend, or convenience.
02 · Sustainably Made
Sustainability at Urbanrac is not a marketing badge. It is a supply chain commitment.
Every material choice prioritises natural, biodegradable fibres over synthetics that persist in landfill for decades. Organic cotton cultivation avoids the pesticides and chemicals that harm farming communities and waterways. The manufacturing process is run by women in a responsible facility — because how something is made matters as much as what it is made from.
We believe the most sustainable garment is one that is made right once — not replaced three times because it fell apart.
03 · Simply Functional
Children don’t need clothing that performs. They need clothing that disappears — garments so comfortable, so well-considered, so quietly right that the child never notices them.
Urbanrac strips away everything unnecessary: excessive embellishment, restrictive cuts, finishes that look good on a hanger and feel wrong on a body. What remains is clothing with generous movement, soft interior seams, thoughtful closures, and a durability that survives the washing machine, the playground, and the next sibling.
Simple is not easy to achieve. It requires more discipline, not less.
— 04 · THE PROOF —
Traction That Speaks
Urbanrac launched in 2024. In less than a year, the brand has built what most labels spend years chasing.
| 1,500+ FAMILIES SERVED | 0–8 yrs AGE RANGE SERVED | 100% COTTON PROMISE | 2024 YEAR FOUNDED |
Every order has been personally handled by the founder. Every piece of feedback has shaped the product. This is not a brand that launched with a marketing blitz — it is a brand that grew through genuine trust, one family at a time.
— 05 · VOICE & MESSAGING —
How Urbanrac Speaks
BRAND PERSONALITY
Urbanrac speaks the way a trusted friend speaks — someone who has done the research, knows their subject deeply, and has no interest in exaggeration. The voice is warm but precise. Confident but never cold. It does not shout. It does not need to.
TONE ATTRIBUTES
| → ASSURED We know our product. We stand behind it without caveat. | → WARM We understand what it means to be a parent. We speak to that. | → PRECISE We name our fabrics. We explain our choices. We earn trust with specifics. | → HUMAN There’s a real person behind this brand. That shows in how we communicate. |
MESSAGING MATRIX
| AUDIENCE | CORE MESSAGE | TONE |
| New Parents | Your baby’s skin is still developing. Urbanrac starts there — 100% cotton, skin-first, no compromise — because the first thing your child feels every morning should be softness. | Empathetic, reassuring |
| Conscious Consumers | Natural fibres. Responsible sourcing. No synthetics disguised as ‘natural.’ Urbanrac’s sustainability isn’t a label — it’s how the brand was built from day one. | Direct, credible |
| Functional Shoppers | Clothing that outlasts the season, survives the wash, and lets your child move freely. No excess. No gimmicks. Simply built to work. | Confident, practical |
| Premium Shoppers | The quality you used to carry home from abroad — designed and made in India, with the same care, the same standards, and far more intention. | Aspirational, grounded |
— 06 · THE FOUNDER STORY —
Teja Reddy
COMPUTER ENGINEER. MOTHER. BUILDER.
Teja Reddy studied computer science in Bengaluru before earning a Master’s in Information Systems and Management in the United States. She spent years in the American technology industry — a world that rewards precision, systems thinking, and high standards.
When she returned to India in 2023 with her children, she brought those standards with her. And she immediately discovered that India’s children’s clothing market had not caught up.
The problem was not design. It was not colour or pattern or price. It was fabric. It was finish. It was the moment a garment touches skin.
Teja didn’t commission a market study. She started building. She involved herself in every detail — the sourcing of fabrics, the design of cuts, the construction of the manufacturing relationships, the packing of the first orders by hand. Urbanrac is not a product of investment decks and pitch rounds. It is a product of a mother who decided that ‘good enough’ wasn’t.
“The gap I found in India wasn’t a market opportunity. It was a problem every parent I knew was quietly living with. I just decided to solve it.”
— Teja Reddy, Founder & CEO
— 07 · WHERE WE’RE GOING —
The Urbanrac Vision
Urbanrac is not building toward an exit. It is building toward a standard.
The vision is simple: to make India the reference market for thoughtful children’s essentials — not a market that imports quality from abroad, but one that exports it.
SHORT TERM (2024–2025)
Deepen product quality and category range. Grow the community of families who trust Urbanrac. Expand women-led manufacturing partnerships.
MEDIUM TERM (2025–2026)
Establish Urbanrac as the default premium essentials brand for Indian parents in Tier 1 and Tier 2 cities. Build a recognisable identity around skin-safe cotton essentials.
LONG TERM
Create a brand that stands for the same values its founder carried home from abroad — and make it entirely, proudly Indian.
URBANRAC
Skin-First. Sustainably Made. Simply Functional.
To read more Startup Stories on Her Startup Story, visit — https://herstartupstory.in/