"Similarly, we help people identify their favourites"
Entrepreneur Rohini Rajagopalan is the founder of Organise With Ease, a Mumbai-based startup which offers an organising and decluttering service.
The business is targeted at housewives to female CEOs.
Rohini said: “It is important not to judge people for their choices and lifestyles because everybody is different. Instead, my job is to make their lifestyles – however they are – more comfortable and easier.”
She has helped around 120 houses across Mumbai, Bengaluru, Hyderabad, and Pune.
Her inspiration came from Marie Kondo in 2016 after coming across her book on organising spaces to spark joy.
“I thought this can’t be a profession but learnt that there are about 20,000 professional organisers in Australia and at least 20 to 30 organisers in each US city.”
Rohini spent a year reading, pursuing online courses and connecting with professionals.
She then started experimenting with her friends’ living spaces and her startup was founded in November 2017.
Rohini was initially sceptical about whether the concept would work in India but she noticed changes in her friends’ shopping patterns who turned more towards their wardrobes than shopping for every other occasion.
Her confidence increased and she began marketing her startup on social media and WhatsApp.
The entrepreneur said that the Indian way of consumption and usage is very different. Her way of decluttering is understanding whether one enjoys using the product more than its presence sparking joy in their lives.
Rohini explained: “It is like a buffet. While there is a great variety on the table, you gravitate towards some of your favourite foods.
“Similarly, we help people identify their favourites when it comes to clothing and personal belongings.”
The startup charges Rs. 3,000 (£30) per hour with most projects taking between two and three days of eight to 10.
Rohini also checks in on some customers to ensure the work is kept up.
Rohini revealed that her biggest success was helping a client who used to carry excess baggage of 40 to 60kgs while travelling.
“During a summer trip to London after decluttering her home, she told me she didn’t shop because she now felt she had everything.
“And this was someone who used to buy everything from lotions to hairclips from London.”
However, there have been challenges due to the pandemic. As a result, the startup began offering virtual consultation.
Rohini believes that the year has been an opportunity to look at gaps within the market.
She has also designed and launched various organising products, based on the limitations she understood while working on projects.
“We didn’t bother about existing products and used the time to launch products that were missing in the organising and storage space.
“Even if they don’t sell, it will always be of use in my own projects.”
Her products have seen her business expand to places like Assam and Ludhiana.
The entrepreneur also conducts workshops from time to time.
While her business continues to grow, many people including her parents do not fully understand the profession and that Rohini has been constantly telling people that her work does not entail “cleaning the house” but decluttering.
She is confident that her startup expands to more cities across India.