How This IIM Founder Duo Built a D2C Brand to 50K on Instagram
- Naveen Indala
- May 12
- 3 min read
Updated: Jun 4
What happens when founders become creators?
Peekaboo Kids is a standout example of how a founder-led content strategy—when done right—can drive both reach and relatability.
Shine and Agnivesh, the IIM Ahmedabad grads behind Peekaboo, didn’t rely on flashy ads or influencer tie-ups. Instead, they turned everyday parenting moments into funny, heartwarming reels—and grew to 50K+ followers in just over a year.
About the Brand
Peekaboo is a D2C kids wear brand known for its trendy, 100% cotton clothing that’s gentle on kids’ skin and easy on the wallet. With a premium look at affordable prices, Peekaboo blends comfort and style for everyday adventures.
It’s not just a brand—it’s a celebration of childhood, designed with love, joy, and everyday magic in mind.
About the founders
Peekaboo Kids was co-founded by Shine Aggarwal and Agnivesh Mangal, both alumni of IIM Ahmedabad (PGDM, Class of 2017), with a shared vision to reimagine kidswear.
With over 12 years of combined experience in top FMCG companies, they stepped away from corporate life to build something deeply personal—rooted in love, nostalgia, and inspired by their son, Simba.
Instagram Overview
📅 Started: 2023 👨👩👧 Followers: 50K+ 🔗 @peekaabookids on Instagram
Peekaboo’s Instagram is full of humor-led, highly relatable content—from parenting quirks to behind-the-scenes moments of running a brand. It’s not just fashion—it’s storytelling.
What Worked for Peekaboo? 4 Key Content Insights
Agnivesh and Shine cracked the holy grail of founder-led content: high relatability, humor-first storytelling, and budget-friendly production.
1. Highly Relatable Content
Instead of selling to kids, Peekaboo speaks to parents—because they’re the buyers. As parents themselves, Shine and Agnivesh draw from their own daily experiences to create scripts that resonate with families everywhere.
While this parenting-focused content sees the highest engagement, it’s not the only theme they explore. Another category that performs well covers the behind-the-scenes challenges of building a growing D2C brand.
2. Humor Over Gyaan
Peekaboo stays away from preachy or overly informative content. Their reels lean into light-hearted humor that parents instantly relate to—making it shareable and enjoyable.
Watch their reels, and you’ll instantly get why they click—parents can’t help but laugh and relate.
3. Budget-Friendly, High-Creativity Production
The reels are shot in real-life settings—at home, in the neighborhood, or at the office—using casual outfits and everyday props. No fancy studios, no expensive gear—just authentic storytelling with a smart check on costs.
What truly stands out is the founders’ investment of time, creativity, and willingness to step out of their comfort zones. Creating such relatable and engaging content consistently—while juggling the demands of running a brand—is no easy feat.
4. Character Mix That Keeps It Fresh
The main characters in Peekaboo’s reels include the founders, their son Simba, and even members of their team. By mixing and matching these familiar faces—mom alone, dad alone, parents together, parent + child, or the whole crew—they keep the content fresh, fun, and relatable.
This thoughtful blend adds variety and warmth, turning their feed into a wholesome, family-style entertainer series that keeps viewers coming back.
Here are the examples :
Top reels for reference & to learn from:
Beta K admission form, 4.5 M views (10 May, 2025)
Boys with their mom Vs Boys with their mom, 4.5 M views (31 August, 2024)
Too high prices for kids wear, 1.2 M views, (22 Feb, 2024)
Boys mom’s will definitely relate, 670K views, (14 Feb, 2025)
Call for toddler content creators, 500K views (09 Jan 2025)
In Conclusion
Peekaboo Kids shows what’s possible when founders lean into authenticity, relatability, and consistency. With zero-glam setups, parent-first storytelling, and a touch of humor, they’ve built not just a brand—but a community. Their journey is a great reminder: in today’s content game, real reels always resonate.
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