By Kama Choudhary
Business partners and sisters-in-law, Richa Kapila and Vani Chugh, made waves as they secured a monumental deal worth Rs 80 lakh from investors Namita Thapar and Vineeta Singh for two percent equity and one percent royalty on Shark Tank India Season 3. This achievement propelled D’chica into a new phase of growth, with increased sales and heightened brand visibility. The brand’s ‘Ask Dr. Garima’ feature saw a surge in queries, further solidifying its position as a leader in teenage innerwear.
Richa Kapila (left) and Vani Chugh (right)
Richa Kapila, a graduate of Pearl Academy Delhi and founder of D’chica, initially conceived it as a kidswear brand. She encountered setbacks that could have deterred many. However, undeterred by adversity, Richa pivoted towards a new challenge – catering to the innerwear needs of teenage girls and young women.
Richa envisioned bridging the gap between the clothing choices of teenagers and the options available for young women transitioning into adulthood. It was amidst this realisation that D’chica emerged, carving its niche in a market devoid of comparable competitors.
The milestones achieved by D’chica stand testament to Richa’s unwavering commitment and entrepreneurial acumen. From gracing the esteemed platform of Shark Tank to receiving accolades, D’chica has left an indelible mark on the industry. The brand’s dedication to promoting menstrual hygiene awareness and education has been honoured with the ‘MP Icon Award for Initiative on Girls’ Personal Hygiene’ from Radio City. D’chica’s impact in the realm of teens and youth innerwear has been acknowledged by BIG FM with the ‘Big Impact Creator in the Category of Teens and Youth Innerwear’ award. Additionally, the brand’s excellence in the fashion category has been recognised with the ‘Times SHE UnLTD. Entrepreneur Award For Fashion Category’ by The Times of India.
Richa’s journey at Pearl Academy Delhi laid the foundation for her entrepreneurial endeavours. “My time at Pearl Academy played a pivotal role in shaping my entrepreneurial journey. The institution’s emphasis on creativity, innovation, and critical thinking continues to fuel my approach to business ventures. The practical learning environment equipped me with the necessary skills to navigate the complexities of the business world. The supportive faculty provided invaluable guidance and mentorship. This strong foundation instilled in me the confidence and resilience essential for any aspiring entrepreneur, allowing me to tackle challenges head-on and pursue my path with a sense of purpose,” says Richa.
Collaborations have been integral to D’chica’s success, with partnerships such as INTIMASIA 2024 and collaboration with Dr. Garima Srivastav enhancing the brand’s product offerings and comfort for girls. INTIMASIA is a leading B2B trade fair in India for Intimate wear and sportswear apparel, while Dr. Garima Srivastav, a Consulting Gynaecologist, ensures that D’chica’s products like period panties meet the highest standards of safety and quality.
Richa, along with her business partner Vani Chugh, has crafted a brand that resonates with the Alpha and Gen Z generations. D’chica’s product range, meticulously designed to empower young girls, includes stylish innerwear, period panties, athleisure, and footwear tailored to their preferences.
The story of D’chica transcends mere entrepreneurship; it’s a celebration of empowerment and self-discovery. What sets D’chica apart is its dedication to teen-specific Instagram and influencer marketing, fostering a lifestyle embraced by the digitally savvy generation. With a strong presence on e-commerce platforms and international markets, D’chica continues to inspire and empower teenagers to #DiscoverYou. In the journey from teenage dreams to empowerment, Richa Kapila’s D’chica exemplifies the transformative power of resilience, innovation, and the unwavering pursuit of one’s passions.
