July 11: Early childhood learning brand Magic Crate, based in Bengaluru, has raised an undisclosed amount in its third round of institutional funding led by Fireside Ventures. The company had earlier raised funding led by Mohandas Pai-backed Aarin Capital and 3One4 Capital. The latter also participated in the current round.
Magic Crate, a start-up was established in 2015 by IIT-IIM alumnus Viswanathan Ramakrishnan and ex-McKinsey consultant Karthik Lakshman, up provides an inquiry and play-based program for early childhood learning at home.
According to Viswanathan Ramakrishnan, Co-founder and CEO, Magic Crate, “research shows that about 80 percentof critical brain development happens before the child turns 8. This has a direct correlation with what they are exposed to, during those years. Also, in this age group, they have a phenomenal amount of free time and it becomes a big challenge to engage them at home. Magic Crate is solving this pain point for millions of busy, but well-intentioned parents.”
The company offers a subscription-based service that produces and delivers hands-on activities for kids aged 1.5-13 years. The activities are designed by a team of early childhood experts & product designers, to be educational and also entertaining for kids. Every month, the child explores a new area that excites them, such as space or rainforest. And Magic Crate provides all the necessary materials, ideas and instructions for these themed activities.
Magic Crate has shipped more than 5 lakh crates till date and is growing 100% Y-o-Y. The company is on track to touch more than 70,000 shipments per month by March 2019.
Kannan Sitaram, Venture Partner, Fireside Ventures says, “Magic Crate is going after a huge white space. During the early years, the child spends more time at home than at school, and yet there are no large consumer brands catering to millennial parents looking to engage their children productively at home. The team has built a solid product line and business model that’s allowing them to scale in a very capital efficient way.”
Kannan Sitaram will also be taking a board seat in Magic Crate. The funds raised will be used to develop a new range of products, marketing the brand & growing the sale channel. Karthik Lakshman, Co-founder and COO, Magic Crate, says, “Magic Crate has been unit profitable for over a year thanks to our strong repeat rates and 50 percent-plus gross margins. With this business vertical scaling well with strong unit economics, we are now working on launching exciting new products to our customer base and this funding round helps accelerate our efforts.”
Within 3 years of launch, the company’s products have impacted more than 1 lakh families/children in the age group of 1.5 to 13 years. The company crossed an annual revenue run rate of $2 million.