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Rakhi Khera Puts How Mompreneurs Manage All At Ease

Rakhi Khera of Abiti Bella Enterprises, a western wear and maternity wear brand, has walked a milestone of success developing herself from a home-maker to entrepreneur

Photo Credit :

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Although there are many roles of a woman, but the most powerful role among them is of a Mother. A mother is she who rises above all her desires and fulfills needs and wishes of everyone in the family.

As it is said that a mother can go through all challenges, moms nowadays are successfully accomplishing dual tasks - home-making and work-life. One such living example is Rakhi Khera, founder and CEO of Abiti Bella and Mine4nine.

In 1996, Rakhi completed her B.Com from Jiwaji University, Ashoknagar, Madhya Pradesh. Being a housewife for almost 14 years she finally started a business in 2013 making it a Myntra top-seller brand.

"I could not get enough courage when the kids were too young. When they were 7 and 13 respectively, then I decided to do something on my own. Initially it was very difficult as my
husband was also a working professional and we live as a nuclear family in Gurgaon. I made
more utilisation of the time when kids were in school", she says.

Investing Rs 5 lakh, she decided to build and start her own fashion brand with a wide range of western wear as she had a dream of becoming fashion designer. She started selling maternity wear through Flipkart learning branding, cataloging, uploading, etc.

Thenafter a short period of time, she launched her two brands named Abiti Bella and Mine4nine. These brands are available on all major online platforms. With no prior experience in fashion design, Rakhi’s enterprise still has witnessed a tremendous growth in revenues with Flipkart and Myntra, respectively.

As no venture touches the heights in one stroke, Rakhi also saw many ups and downs in the initial phase. "Mine4nine was started as an idea to rent designer maternity wear. This idea was not well received in India irrespective of being a successful concept in the US 8 years back. There was a clear gap in the maternity wear availability in market with only 1-2 brands available which were either too expensive or were not very stylish," Rakhi says

The prospect of venturing into fashion, nonetheless, re-emerged, and alongside the help of her husband, she chose to venture into maternity wear.

"In 2013, we decided to have our own brand of clothing for only online business. We came up with western wear brand Abiti Bella, finally in 2015, we launched Mine4nine, the maternity wear brand. We started by selling on flipkart and now its available on all major marketplaces like myntra, ajio, tata cliq, amazon , flipkart, first cry, snapdeal, paytm etc.", she further added.

Mine4Nine maternity wear brand was targeted to keep the style quotient high for moms to be while making it affordable to not let them spend a fortune on it for only few months usage. The designs allow the mother’s to use them seamlessly after pregnancy during nursing as well. It is india’s one of the most popular maternity wear company today and has styled more than 1 lac moms.

Rakhi is a mother to two young kids, hence is the mother entrepreneur who proudly handles her home and business with both hands. Her family has been a huge support for building up her venture and climn the stairs of success.

Her brands Abiti Bella and Mine4Mine had earned Rs 3.6 crore income in 2019 however saw no deals during the initial two months of the lockdown in 2020.

"Our business almost touched zero after covid.
We swiftly introduced comfortable lounge wear, sleep wear and active wear in our maternity range . This helped us immediately survive post first lockdown. We also launched an innovative range for covid times , a reusable and washable cover all for low and medium risk areas during covid", Rakhi stated.

On mother's day, Rakhi Khera sets an inspiration for working mothers. To all the working mothers out there she says, "Divide your time properly. Please let your family understand that you can only contribute to a level in house hold chores, if you are working/running a business. Set the expectations right and also let them share responsibilities. Don’t feel guilty by looking at other moms who are fully dedicated to children as every ones case is different. Family should also be cooperative and share her workload."