Tulsi Belagur turns her passion for quality clothing into a successful business, Idaa, while empowering women and managing family life.
Tulsi Belagur, a Mysuru-based entrepreneur, has successfully transformed a personal challenge into a burgeoning business venture with her kids’ clothing brand, Idaa. Her journey into the world of fashion began with the difficulty she faced in finding quality clothing for her newborn children. In an interview with the Star of Mysore, she reflected on her motivations, stating, “I don’t know if it was my passion for designing or the need to buy good, comfortable clothes for my children, but I turned my passion into a profession. I realised there must be other mothers like me and I saw this as an opportunity.”
Belagur’s journey exhibited a blend of tenacity and entrepreneurial spirit, fueled by her desire for financial independence and the aspiration to create a meaningful enterprise. Despite marrying at 18 and growing up in a conservative environment that limited her educational choices, she persevered. What began as a small retail operation in Bengaluru quickly evolved into a full-scale manufacturing unit, thanks to her determination and resilience.
In 2020, Belagur relocated her operations to Mysuru, citing a better balance between work and family responsibilities and reduced costs compared to Bengaluru. “Also, the cost of operations is much higher in Bengaluru, so Mysuru was ideal for us,” she explained. Her brand, Idaa, named after her children Idhant and Aadhya, specializes in minimalist, comfortable, and durable clothing for children aged 0-16.
The scale of her operations is significant; Idaa produces around 40,000 garments daily, with production levels increasing to 50,000 during festive seasons. Belagur has also recently ventured into e-commerce, expanding her brand’s reach across India and Europe. “All designs are mine. Once we handled production ourselves, the quality also improved drastically,” she noted.
Idaa has created employment opportunities for 90 to 120 individuals, with 20 percent of the workforce comprising women. Belagur prioritizes fostering a respectful work environment that supports women’s advancement. “I wanted to build a respectful and supportive space for women to succeed,” she emphasized, highlighting how her role as a woman entrepreneur allows her to better connect with her female employees. “The women workers would come to my office and discuss their personal issues with me,” she added.
As a mother herself, Belagur skillfully manages her family life while operating her company, which has also been a source of inspiration for her children. Notably, her daughter has embarked on her own entrepreneurial journey.
Interestingly, Belagur has no formal training in design; her skill set has been developed through hands-on experience in various aspects of the business, including production and cost management. “My biggest happiness is seeing my designs and creations on the mannequin,” she expressed with genuine pride. “Not just designing, I even find mass production exciting. The learning is never-ending.”
Like any other business, Idaa faces challenges such as labor issues and high employee turnover. “In this industry, challenges are aplenty,” she acknowledged. Reflecting on one specific incident, Tulsi conveyed an experience where a union of female workers left abruptly, prompting her to recruit and train new staff quickly to meet ongoing orders. “Once, all the women workers formed a union and left in a day, but the work had to go on as there were orders, so I had to quickly hire people and train them,” she recalled with a smile.
Belagur’s dedication to quality, affordability, and the empowerment of women continues to resonate with and inspire aspiring entrepreneurs in Mysuru and beyond, as she exemplifies the blend of passion and business acumen in the garment industry.
Source: Noah Wire Services
