How a Kitchen Linen Brand Transformed into a Premium Travel Identity Label

When Shraddha Negi first became a part of the Unhu ecosystem, she was already known inside the Unhu Founders Community as a committed, sincere, and highly active member. She was not just another founder passing through the ecosystem. She was one of the earliest believers in the larger vision.

In fact, she was the first founder to enroll into the accelerator, long before it became an established program. At that time, the brand was not Juicyverse. It was called Juicy Apron.

This is the story of how a kitchen-and-dining product brand evolved into a premium, travel-inspired lifestyle label.

The Beginning: A Designer with Loved Products

Shraddha, a designer from NIFT, had already been actively selling through exhibitions. Her products were appreciated, and customers loved her designs.

Her core product categories included:

• Table runners

• Hand towels

• Aprons

• Tiffin bags

• Gift baskets

• Kitchen and dining textiles

At exhibitions, her stalls performed reasonably well. People appreciated her:

• Color combinations

• Print language

• Fabric choices

• Craft-driven aesthetic

But there was a structural issue.

Most of these products had low repeat value.A customer would buy an apron or table runner once, and not necessarily return for another.

This limited the brand’s long-term growth potential.

The First Big Decision: Rebranding the Entire Identity

When strategic discussions began, it became clear that a serious transition was required.

Two major insights emerged:

1. Kitchen and dining products, especially aprons, had low repeat purchase potential.

2. Customers were not attached to the product category. They were attached to Shraddha’s design language.

The real asset was not the apron.The real asset was the design identity.

However, there was one emotional challenge.

The name Juicy Apron was already known in Dehradun.Shraddha did not want to abandon the name entirely.

So a middle path was created.

The apron had to go.But the spirit of “Juicy” stayed.

That is how Juicyverse was born.

The Birth of Juicyverse: A Universe of Colour and Energy

Juicyverse was conceptualized as:

• A universe of colours

• A high-energy, nature-inspired brand

• A reflection of travel, joy, and individuality

Instead of kitchen textiles, the new focus shifted to:

• Sling bags

• Tote bags

• Travel pouches

• Stoles and scarves

This was a category with:

• Higher repeat value

• Better gifting potential

• Stronger identity expression

• Wider market appeal

Focused Design Strategy: Only Three Core Series

Instead of launching dozens of designs, a disciplined approach was adopted.

Shraddha focused on three core design series:

1. Malsi Series

Inspired by the natural beauty of Dehradun and the Malsi region.Earthy, calming, and nature-driven.

2. Flower Power Series

Colorful, vibrant, and energetic.Representing the joy and playfulness of flowers.

3. Sunflower Series

Bright yellow tones.A symbol of confidence, optimism, and warmth.

All three series were:

• Nature inspired

• Emotionally expressive

• Visually distinctive

Every design was original and created by Shraddha herself, reflecting her strength as a knit designer.

The Brand Symbol: The Monal Bird

For the logo, the Monal was selected.

• The Monal is the state bird of Uttarakhand.

• It is vibrant, colorful, and elegant.

• It resembles a peacock in its visual energy.

It perfectly represented Juicyverse:

• Full of colour

• Rooted in Uttarakhand

• Graceful and distinctive

Launch Day at the Unhu Startup Emporium

On 5 August 2025, when the Unhu Startup Emporium launched at Address One, Juicyverse was one of the featured brands.

The response was immediate.

On the very first day:

• Juicyverse did over ₹45,000 in sales

This validated one key insight:

People were not just buying products.

They were buying the design identity.

Overcoming the Fear of Premium Pricing

Shraddha initially had strong doubts.

She questioned:

• Whether her products could sell at premium prices

• Whether customers would accept a luxury positioning

• Whether a premium brand could emerge from Uttarakhand

But the direction was clear:

Juicyverse would not sell bags.It would sell identity.

The brand was positioned as:

A premium, expressive, travel-inspired label for women who are full of life, colour, and individuality.

Continuous Feedback and Product Evolution

While the bags were gaining traction, another important insight emerged.

Customers loved:

• Her embroidery work

• The detailing in table runners

This feedback was not ignored.

Shraddha started working on:

• Bags with embroidery elements

• Textile craftsmanship blended with modern silhouettes

This allowed the brand to carry forward its original strengths into its new product category.

Founder Recognition: Best Woman Entrepreneur of the Year

At the Unhu Founders Conclave 2025, Shraddha was awarded:

Best Woman Entrepreneur of the Year

The recognition was:

• Celebrated in front of hundreds of founders

• Completely undisputed within the community

• A reflection of her hard work, loyalty, and sincerity

Inside the ecosystem, she was known for:

• Strong networking

• Powerful social media presence

• High consistency in execution

• Absolute commitment to her work

Her intent and loyalty were never in question.

The Mid-Phase Challenge: Sales Dips and Repositioning

As the brand matured, sales began to dip at one stage.

This was not a failure. It was a signal.

It became clear that:

• The positioning needed to become sharper

• The content needed to feel more premium

• The brand needed to be more selective

A strategic shift was made:

• Move from relatable, casual content to premium photo and video shoots

• Stop participating in random exhibitions

• Only enter premium exhibitions where the right audience was present

This single shift changed the trajectory again.

Discovering the Core Customer

Through consistent:

• One-on-one sessions

• Group workshops

• Strategic calls

• Weekly accountability meetings

A clear customer insight emerged.

Juicyverse was being loved by two specific groups:

1. Women Who Love Traveling

Whenever they planned a trip, they naturally gravitated toward Juicyverse.

The brand became a travel companion.

2. Women Who Already Had Everything

These women:

• Owned luxury bags

• Had top global brands in their wardrobes

• Were tired of neutral, repetitive designs

They did not want:

• Beige

• Brown

• Black

• Boring, logo-heavy luxury

They wanted something:

• Colourful

• Expressive

• Personal

• Different from everyone else

Juicyverse became their answer.

It became:

A brand for women who had it all, and now wanted identity over labels.

Sales Performance and Market Reach

Over time, Juicyverse achieved:

• ₹3,50,000+ in revenue from the Emporium alone

• Orders from across India

• Strong traction among travel-focused customers

At the same time:

• Shraddha started receiving design projects

• Institutions began approaching her for collaborations

• Her personal reputation as a designer strengthened

The Brand Today

Today, Juicyverse stands as:

• A premium, colour-driven travel brand

• Loved by women with elegant and expressive taste

• Known for original, designer-led pieces

• Rooted in nature and Uttarakhand identity

Core products gaining traction include:

• Tote bags

• Sling bags

• Travel pouches

• Stoles and scarves

While:

• Table runners and cushion covers still remain appreciated in her collection.

What This Case Study Really Shows

Juicyverse did not grow because of:

• Random product launches

• Price cuts

• Mass exhibitions

It grew because of:

1. Bold rebranding decisions

2. A focused product category

3. Strong design-led identity

4. Premium positioning

5. Founder loyalty and consistent execution

A Note from Unhu

Shraddha Negi is one of the strongest and most sincere founders inside the ecosystem.

Her journey reflects:

• Loyalty to the community

• Courage to rebrand

• Discipline in execution

• Long-term thinking

Juicyverse is not just a bag brand.

It is:

A universe of colour, travel, nature, and identity.

And Shraddha remains one of the most powerful women entrepreneurs to emerge from the ecosystem, with a brand that continues to grow in strength and recognition.

This is the story of Juicyverse.