What do you do when the experts tell you your vision is too niche?

“It’s too small a segment, Aditi.”

“Just stick to standard Adult XS; the girls will manage.”

If I had a Rupee for every time an expert told me my vision for Qiwion was too niche or too difficult, I’d probably have enough to fund my next three production runs.

When you decide to build something for a category that has been ignored for decades, like teenage innerwear, you quickly realise why it was ignored in the first place.

It’s hard.

It’s not really cause for concern for the big players because growing bodies are moving targets. They are unpredictable.

Hence, the easy way is to give them a shrunken-down adult bra, like a sports bra, instead of a beginner bra, and call it a day.

The 11 to 19-year-old window is the foundation of a girl’s confidence. This is where her relationship with her body begins to build. If she spends these years in a bra that pinches, chafes, or makes her feel uncomfortable, she carries that discomfort into womanhood - almost accepting it.

I didn’t want Qiwion to be just another label. I wanted to rebuild the experience from the fibre up.

So, we went back to the drawing board, literally. After multiple conversations with moms and girls, design changes, and the identification of often-neglected pain points, we were able to build bras that fit growing girls well.

• Combed cotton that feels like a second skin.

• Soft seams that don’t leave marks on her shoulders or her ribs.

• Adjustable straps that actually account for a growth spurt

• Colours that match her changing moods and vibes

We built a product that makes growing up a tad less stressful. And suddenly, “too niche” started to feel like “too important to ignore.”

It grew into something amazing! We built for growth, and the girls loved it.

If you are a founder (or even a parent) pushing for something better and the world tells you your vision is too narrow, here my little survival guide:

1. Head back to the drawing board: Don’t argue with the experts; argue with the problem. If the solution doesn’t exist, you have to be the one to architect it.

2. Talk to the real humans: Whenever I felt my conviction wavering, I stopped looking at industry reports and started talking to the moms and daughters again. Their “thank you” “I feel so much better” is worth more than a consultant’s maybe.

3. Niche is good: A niche market isn’t necessarily small; it’s focused. Solving a deep, painful problem for a specific group of people is always worth the investment.

I want to hear from you: Have you ever been told your idea or your “way” was too specific or too difficult? How did you find the grit to stay on the trail?

Let’s talk about it in the comments.

With conviction (and a big fat appetite for risk),
Aditi