TidyUp helps organize, protect, and preserve valued products


A vast majority of those who frequently use handbags often find themselves in a tiff; it is frequently a turmoil of constant digging around to find a single item from the mess inside the bag, and there are never enough compartments to keep things organized.

Subject to the same issues, Paridhi Sekhri and Vani Talwar Khosla decided to set up TidyUp in 2021. The Delhi-based company provides effective and sustainable solutions to organize and preserve valued products.


TidyUp started its journey with bag organizers. A variety of different-sized bag organizers were designed and created for ease and comfort to fit a range of bags. 

“We decided to go with recycled felt not just because it is sustainable but also because it holds a steady frame without adding more weight to the bag.”, co-founder and CEO of the company Talwar said.

 Apart from the sustainability-produced organizers, the loops and bag holders are made from leather scraps that are produced by leather manufacturers. 

Both Talwar and Sekhri  analyze the current market trends and customer needs to come up with designs that not only maintain structure and purpose of the handbag but also maximize the space available. Up to 18 compartments are designed for items like laptops, keys, books, pens, phones etc. 

Seeing the success of the organizers, the duo expanded into the lifestyle market with Shoemates which are basically shoe pillow shapers that keep boots and other footwear in shape when it’s not in use. The platform currently offers products in four verticals such as Shapemates (bag pillow shaper), Rebag (see transparent protective cover), and accessories of the likes of coverups, bag loops, and Slingmates.

Currently, the platform provides a range of products for the shoes and bags categories, it later plans on expanding into care products for household goods, jewelry, apparel etc. In the next couple of months, the company is looking to launch diaper bag organizers.

Although the final aim of the company is to be a completely sustainable brand, it is still on its way to reaching it. 

Co-founder and CEO of the company Sekhri added, “It is our aim to be a completely sustainable brand but in general we believe in adding a positive footprint to the world. The concept in itself is to use sustainable material to increase the life of the item you are using, reducing the need to buy a new item and decreasing waste produced.”

All the raw materials are sourced from within the country and the company works with manufacturing units present in Delhi, Panipat, and Jaipur for the production process. 

The bootstrapped company has to date sold around 7500 units of products and has a user base of about 25,000 of which 45% are repeat customers. Delivering pan India, the company soon aims to go international, beginning its journey from the UAE and the US, seeing interest from the areas.

With a year-on-year growth rate of 45%, last financial year TidyUp had a revenue of Rs 1 crore. As of January, this year, it received Rs 1.5 crore as revenue.

Currently the products are available through its D2C website as well as on third-party e-commerce platforms like Amazon.  It further looks at expanding to physical outlets and flagship stores in the coming two years.

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