In India’s booming direct-to-consumer (D2C) startup ecosystem, some of the most successful businesses are born from personal problems rather than grand business plans. One such inspiring example is Twisty Locks, a kids’ jewellery and accessories brand founded by Isha Agarwal, a former finance professional who left her corporate career to build a business focused on children’s safety, comfort, and quality.
What started with an investment of ₹3 lakh has grown into a fast-expanding D2C brand that has reportedly crossed ₹2 crore in sales and is targeting ₹5 crore in annual revenue in the coming financial year.
This is the complete story of Twisty Locks founder Isha Agarwal, her journey from Jio Finance to entrepreneurship, and the business lessons behind the brand’s rapid growth.
Who Is Isha Agarwal?
Isha Agarwal was born in Slovenia and later settled in Chandigarh, India. She studied finance at NMIMS Mumbai and built her career in treasury operations, working with companies such as IndiaBulls before joining Jio Finance.
Her professional background was in finance, risk management, and treasury operations, not jewellery or fashion. However, entrepreneurship often begins in unexpected ways.
The Problem That Led to Twisty Locks
After the birth of her daughter in 2023, Isha took a six-month maternity break. During this period, she struggled to find high-quality, safe, and durable accessories for young children.
She noticed three major problems in the Indian kids’ accessories market:
- Limited design options
- Poor product quality
- Cheap materials with weak finishing
Instead of accepting the gap in the market, she decided to build a brand that solved it.
Why She Quit Her Job at Jio Finance
The decision to leave a stable corporate career was not impulsive.
After returning to work, Isha experienced a significant personal loss when her father passed away. She became involved in her family’s business operations and gained first-hand exposure to entrepreneurship.
That experience gave her the confidence to build something of her own.
In January 2025, she resigned from her job, invested ₹3 lakh from her personal savings, and launched Twisty Locks from Mumbai.
How Twisty Locks Started
Interestingly, Twisty Locks did not begin as a jewellery brand.
The company initially focused on children’s hair accessories, including:
- Hair clips
- Hair bands
- Bows
- Decorative beads
As customer demand increased, Isha identified a larger opportunity in kids’ jewellery, especially products designed specifically for children rather than miniature versions of adult jewellery.
Today, jewellery reportedly contributes around 90% of the company’s revenue, while hair accessories account for the remaining share.
What Makes Twisty Locks Different?
The biggest differentiator is child safety and comfort.
The brand positions itself as a premium yet affordable alternative to traditional kids’ jewellery.
According to the company, its jewellery is:
- Hypoallergenic
- Nickel-free
- Copper-free
- Waterproof
- Tarnish-resistant
- Made with a stainless steel base
- Finished with 18K gold plating
One of the brand’s most popular features is its poke-free earring back design, created specifically for children who wear earrings while sleeping.
This is a classic example of solving a specific customer pain point instead of competing only on price.
Manufacturing and Product Quality
Twisty Locks follows a hybrid manufacturing model.
The products are designed in-house, while manufacturing is carried out through partners in Germany and China.
The company chose stainless steel-based jewellery because it offers better durability, safety, and resistance to tarnishing compared with many low-cost alternatives commonly available in the market.
Building the Business From Home
Like many successful startups, Twisty Locks began with minimal resources.
The initial team consisted of:
- Isha Agarwal
- Her mother-in-law
- One artisan
Operations were run from a small room in her home, where inventory management, packaging, and order fulfillment were handled manually.
As the business grew, additional packaging staff, contract workers, and customer support resources were added.
How Twisty Locks Grew Online
The brand adopted a digital-first strategy.
Its products are sold through:
- The official Twisty Locks website
- FirstCry
- Myntra
- Other online marketplaces
In the early stages, Isha personally managed Meta (Facebook and Instagram) advertising campaigns, helping the company acquire customers without building a large marketing team.
This highlights an important lesson for founders: understanding customer acquisition can be as valuable as understanding the product itself.
Revenue Growth and Business Numbers
Twisty Locks has reportedly achieved several significant milestones within a short period.
The company claims:
- ₹3 lakh initial investment
- 20,000+ customers
- ₹2 crore+ sales
- A target of ₹5 crore annual revenue
It is important to note that the ₹5 crore figure is a projected revenue target, not confirmed current revenue.
The Business Opportunity She Identified
One of Isha’s key insights came from observing the economics of children’s jewellery.
Many parents purchase expensive gold jewellery for young children, but children quickly outgrow those products.
At the same time, rising gold prices have made affordable alternatives increasingly attractive.
Twisty Locks positioned itself between cheap fashion jewellery and expensive traditional jewellery by offering products that are:
- Safe for children
- Durable enough for regular use
- Affordable for repeat purchases
- Attractive enough for gifting
Why Twisty Locks Is a Strong D2C Case Study
From a business perspective, Twisty Locks demonstrates several principles of successful brand building.
Solve a Real Problem
The company was built around a genuine customer need rather than a trend.
Focus on a Specific Audience
Instead of targeting everyone, the brand focuses primarily on mothers buying for young children.
Build Trust
Safety-focused messaging creates stronger customer confidence than generic fashion marketing.
Use Digital Distribution
Selling online allowed the company to scale without significant retail expansion costs.
Start Lean
The business was launched with a small investment and a very small team.
About Marketing Mirrors
Marketing Mirrors is a fast-growing digital storytelling platform that showcases real-life success stories of Indian entrepreneurs, creators, and innovators. Through their content, they highlight brands and individuals who’ve turned ideas into impact — inspiring thousands to chase their dreams
