Kerala-based D2C brand Kidulan.com rolls out 30-minute delivery for baby essentials

Founded by cousins Shabas Bin Ummer and Nujaid Bin Saif, the platform has, over the past two years, built a customer base by offering affordable and comfortable products for children aged between 0 and 8 years. With a Kerala-first approach, the brand has gradually expanded its reach, positioning itself as a reliable option for early childhood essentials.

The company was recently recognized as ‘India’s Best Kids Apparel D2C Brand of the Year’ at the IReC Awards, a milestone that underscores its growing presence in the segment.

The newly launched rapid delivery model is aimed at addressing a common challenge faced by parents — the urgent need for essentials. While the service is currently limited to parts of Malappuram, the company plans to expand it to other regions in phases.

In addition, Kidulan.com has introduced a ‘try at home’ feature for its apparel category. Initially available for dresses, the feature allows customers to order multiple options, try them at home, and keep only what suits their preference, returning the rest. The initiative is intended to make online shopping more flexible and reduce hesitation around sizing and fit.

Looking ahead, the company plans to scale both its quick delivery and trial services across Kerala over the next two years. It is also preparing to enter offline retail through large-format stores, signaling a shift towards an omnichannel presence.

As competition intensifies in the early childhood category, Kidulan.com appears to be focusing on a combination of curated products, faster delivery, and customer-friendly services to strengthen its position in the market.

To know more, connect with kidulan.com for all your baby and kids’ essentials.