Mother’s search for a long-haired doll turns into a sustainable dollmaking business; clocks Rs2 lakh a month

Bengaluru-based Veena Peter was on a simple mission — to find a long-haired doll for her daughter Tara. However, the hunt for the perfect doll soon turned into a frustrating quest. 

The hair of most of the dolls available in the market quickly turned into a tangled mess or the dolls would end up headless or broken, contributing to the growing plastic waste at Veena’s home.

“As someone committed to organic parenting, I was concerned about the quality and durability of these toys,” Veena tells 30Stades.

From passion to entrepreneurship

When her search for sustainable, long-haired dolls led to a dead end, she decided to make the dolls herself. She started designing dolls that were not only durable but also aligned with her values.

What started as a personal project soon caught the interest of like-minded parents, and has now transitioned into a thriving business generating Rs 2 lakh in monthly revenues. 

Also Read: How Radhika JA fought a rare bone disease to handcraft a successful business

According to market research firm Statista, the revenue generated by the dolls and stuffed toys market in India is estimated to be 274 million dollars in 2025. The market is expected to grow annually at a 5.08 percent CAGR from 2025 to 2029 as consumers increasingly seek to buy traditional, non-polluting and sustainable toys and dolls.

Launched in December 2022, Tara’s Doll House goes beyond offering diverse, ecofriendly dolls. Its women-led workforce ensures zero-waste production, conserving resources and saving the environment.

All the dolls are made with cloth and the hair is handcrafted from wool, giving it a soft and durable texture, says Veena. She sources the raw materials from multiple vendors across the country. Some materials are sourced from Surat and Delhi to ensure good quality.

Also Read: Mysuru's Ramsons Bombe Mane: Home to over 10000 handmade dolls from across India

The business of dollmaking

“The dollhouses are made of wood, providing children with a safe and natural play experience,” the woman entrepreneur says.

The startup currently has over 25 product lines. 

The flagship Nina dolls, which are 12-inch cloth dolls, come in four different hair colours and three skin tones, resulting in 12 variants for one product.

In addition to the Nina dolls, there are different sizes, including 6-inch and 18-inch dolls. To cater to various preferences and age groups, the startup offers travel dollhouses, sling bag doll carriers, doll tents, dinosaurs, and unicorns.

The pricing varies depending on the doll type and variant. While the Nina dolls are priced at Rs1,000 each, the doll wardrobe set is available for Rs 3,500. The products range from Rs500 to Rs3,500.

Tara’s Doll House’s average monthly sales vary between 200 and 300 dolls, generating Rs2 lakh in revenues. 

“This year, we are aiming for at least five times revenue growth (Rs 10 lakh a month), and we believe there’s potential to exceed that,” says Veena.

Also Read: How Coimbatore's doctor Uma Deavi empowers underprivileged women with Kannamma dolls

This sharp increase in revenue forecast is based on the rapid expansion of Tara’s Doll House. While the startup has been focused on offline sales so far, it is now entering the online market. “We have exciting plans for special promotions and broader digital reach in the coming months,” says Veena.

“With our expansion into multiple sales channels, especially online, and increasing demand, we’re confident that we’ll see significant growth in the coming months,” she adds.

Enjoying a good presence in all major cities, the strongest markets for Tara’s Doll House are Bengaluru, Hyderabad and Delhi. It is seeing a significant surge in demand from Pune, Ahmedabad, and Chennai as well.

Having received inquiries from the US, the startup looks forward to exploring opportunities in international markets, particularly in the West. “We want to ensure we have the right infrastructure and logistics in place before entering the international market, so it may take some time,” she says.

Identifying and overcoming challenges 

Veena considers marketing and sales the biggest challenges. “While doll-making is a meticulous process, the real question was -- where do we sell them? Flea markets and pop-ups initially provided a fantastic platform to showcase our products and connect with customers. However, the high costs of stalls and travel significantly impacted our profit margins,” she says.

To overcome this, Veena is now focusing on online marketing, which allows her to reach a much wider audience without the overhead costs of physical events. 

To expand its existing portfolio, Tara’s Doll House is working on tech dolls that will be interactive and self-playable. 

The startup plans to launch them in the next few months. “This is an exciting step for us as we aim to combine innovation with our core values of sustainability and durability,” says Veena.

Also Read: Seven wooden toy-making traditions of India

Empowering women with ecofriendly dolls

The dollmaking process begins with stencil tracing, which is followed by cutting, sewing, and stuffing to create the basic structure. Once done, long, bright and colourful woollen hair is attached to the head. The artisans ensure the hair remains soft and tangle-free. 

Tara’s Doll House recycles all fabric waste by using it in other products, such as doll beds. This allows the startup to minimize the waste while maintaining the quality and durability of the products. 

“We are committed to using little to no plastic or harmful materials in our production process. Our goal is to create a product that is not only safe for children but also kind to the environment,” she adds.

Tara’s Doll House is a women-first organisation. Except for one of the co-founders, the entire team consists of women. The startup has three full-time women employees who handle the tailoring and dollmaking processes and a few college interns who handle the tech and marketing of the business. 

“We take pride in fostering a workspace that empowers women, especially in the handmade and sustainable product sector,” says Veena.

(Riya Singh is a Ranchi-based journalist who writes on environment, sustainability, education & women empowerment).

Also Read: MP's Jhabua scripts a success story with its traditional tribal dolls

Look up our YouTube Channel