When sisters in law Richa Kapila and Vani Chugh decided to step away from their earlier kidswear experiment, they carried lessons that would eventually shape one of India’s most focused puberty essentials brands. In 2019 they established D’chica after observing a gap that young girls and mothers repeatedly voiced. Teenagers were navigating their first bras, their first periods, and early body changes with limited age-appropriate choices. Most products in the market were either too childish or simply reduced versions of adult designs, creating discomfort and uncertainty. Richa and Vani recognised an opportunity to design essentials that aligned with real body needs and emotional comfort, making the early puberty journey less overwhelming.
Their approach stemmed from deep listening and research. They spoke to parents and teens, studied fabrics and fit challenges, and built a design philosophy that centred on practicality blended with confidence. D’chica soon became recognised for its thoughtfully crafted beginner bras, designed with soft breathable materials and gentle support tailored specifically for early development stages. To complement these came daily essentials like cotton panties and briefs, created for comfort and easy movement, and versatile camisoles and active camisoles that girls could wear for school, home, or light activity.
A pivotal innovation in their portfolio was their collection of period panties, built for reusability and reliable leak protection. Instead of crafting an alternative product, the founders focused on creating a comforting solution that supported young girls at a delicate stage in life. Over time the brand extended into lifestyle and comfort wear, introducing athleisure and footwear that carried the same philosophy of functional comfort and youthful expression. Every product was shaped through real user testing and constant refinement, ensuring the brand stayed aligned with the needs of growing bodies.
D’chica’s message gained nationwide attention when the founders appeared on Shark Tank India Season 3, sharing their vision of making puberty essentials accessible and relatable. Their pitch resonated immediately, bringing much-needed visibility to a category often overlooked in mainstream discussions. Richa and Vani explained how the brand helped build confidence and normalcy around conversations that families sometimes struggled to navigate. Their clarity, intent, and product depth secured them a deal with Namita Thapar and Vineeta Singh, two Sharks who deeply understood the value of empowering young girls through thoughtful design and honest communication.
Another defining aspect of the D’chica journey is the founders’ dedication to creating a community-rooted brand. They worked closely with teenagers, mothers, educators, and even consulted medical professionals to build trust and credibility around their offerings. Their manufacturing processes evolved alongside their insights, allowing them to refine designs quickly and maintain consistency in quality. Prior funding support from growth partners also helped them strengthen their digital presence and scale their product lines across more regions.
The story of D’chica is one of persistence, design empathy, and a clear understanding of the emotional landscape of young girls stepping into adolescence. By transforming a deeply felt need into a purposeful brand, Richa Kapila and Vani Chugh created an ecosystem of products that make early milestones more empowering and less confusing for the next generation.
