Schoolay: Rajakumaran R on Building India's First Kidswear Mono Brand

In the massive landscape of the Indian apparel industry, one segment has remained stubbornly traditional and often neglected: school uniforms and kidswear. For decades, parents have navigated a fragmented market of poor-quality, ill-fitting, and gender-biased school clothing. Rajakumaran R, the Founder of Schoolay.com, is changing this narrative. By building India's first "kidswear mono-brand," Rajakumaran is bringing quality, sustainability, and a much-needed focus on gender neutrality to the school gates.

The 'Gender Gap' in School Clothing

Rajakumaran's journey with Schoolay.com was triggered by an observation of how the education system often reinforces gender stereotypes through clothing. "School requirements are very special, and they should not be discriminatory," Rajakumaran notes. He realized that the traditional "boys wear trousers, girls wear skirts" model was not only outdated but often ignored the comfort and active needs of students.

This led to the core mission of Schoolay: creating high-quality, branded school uniforms that are sustainable and, importantly, gender-neutral. By combining active sports comfort with formal school wear, Schoolay ensures that every child has an equal opportunity to play and learn without being restricted by their attire.

Building India's First Kidswear Mono Brand

The concept of a "mono-brand" in kidswear is a first for India. While most brands try to cater to everyone, Schoolay focuses exclusively on the needs of school-going children. This hyper-focus allows them to maintain high quality standards that local tailors and generic retailers often miss.

From Bootstrapping to Sequoia: The Financial Journey

Building a brand in a traditional industry requires more than just a good idea; it requires a validated model. Rajakumaran and his co-founders, Kiran Hiriyanna and Hariharan Subramanian, initially self-funded the business. "We started with our savings and some small loans from family," Rajakumaran recalls. This initial period was crucial for validating the product-market fit and building trust with parents and schools.

Once the model was proven, the company attracted significant interest from the investment community. In early 2020, Schoolay secured a Seed round led by **Sequoia Capital India (now Peak XV)**, raising $1.45 million. This injection of capital allowed the brand to scale its operations across India, bringing its branded experience to thousands of new students.

Lessons from the Startup Trenches

Rajakumaran is candid about the challenges of building a startup. He emphasizes that the biggest hurdle wasn't the competition, but convincing traditional institutions to change their ways. "Trust is the hardest thing to build in this market," he admits. By focusing on consistent quality and a digital-first approach, Schoolay was able to win over skeptical schools and parents alike.

The Role Model: Learning from the Greats

When it comes to inspiration, Rajakumaran looks beyond just industry icons. He admires leaders like Ratan Tata for their humility and focus on values. He also draws inspiration from **Elon Musk** for his ability to think across multiple scales and build legacies that change the world. "I want to leave a legacy, a footprint that remains long after I am gone," Rajakumaran shares.

A Vision for the Future: Every Child, Every School

Rajakumaran's vision for Schoolay is simple: to become the most loved brand for kids in India. He wants to move beyond just being a uniform supplier to being a partner in a child's educational journey. By continuing to innovate in materials and design, Schoolay is proving that even the most traditional industries can be transformed through technology and a commitment to human values.

His message to the next generation of Indian entrepreneurs is one of persistence: "Identify your customer, solve their problem, and don't give up. India is a land of opportunity, and the time to build is now."