Meet the Maker: Sandhya Todi – It’s A Wrap

“Cute, whimsical, and designed to save each precious childhood memory,” is how Sandhya Todi, the founder of It’s A Wrap describes the brand. You are invited to get to know her better.

Cute, whimsical, and designed to save each precious childhood memory,” is how, the founder of It’s A Wrap, describes her brand. It’s A Wrap is based out of Khar (W), Mumbai. It is run and managed by Sandhya. Most of the products, too, are conceptualised and designed by her. We asked Sandhya to tell us a little about her baby (It’s A Wrap). She was kind enough to do so. Her thoughts make for fascinating reading. You are invited to join the conversation and get to know It’s A Wrap better. Welcome



What were you doing before you started doing this?

I am a Special Educator, giving remedial help to dyslexic students.

Why did you choose to do what you do?

My love for babies, photography, and the desire to preserve memories has led me to where I am today. I had designed and hand painted baby record books for my children and realised that even after so many years there are still no relevant, Indian-oriented good record books available. As much as I love technology, I still believe that books are a more engaging, lasting, and superior way to preserve memories for generations to come. After all, technology is changing at lightning speed and no one knows when their photographs will be lost in the vast digital whirlwind.

We are fascinated by names. What’s the story behind your brand name?

It’s A Wrap symbolises gifting at its best, bringing to mind the moment the final bow is tied on a gorgeous present, or in my case when the final touch is given lovingly to a product.

Which are your best selling products?

Our baby record books, medical folders, and the latest product designed to preserve school memories are doing very well.

What kind of people do you create your products for?

Our products are created for new and young moms.

What are the challenges you face in connection with achieving your goals?

Young moms are very busy these days, working hard, constantly on their phones and social media, they feel they have no time or need to physically preserve their babies’ memories. Convincing them that a physical way to store their children’s memories is a good idea is my biggest hurdle.

Where do you see your brand three years from now?

I definitely see more young moms feeling the need to ,use books to record their precious moments and so, in some years, my products will be used by a larger number of people.


What would you be doing if you weren’t doing this?

If I wasn’t doing this, I would have divided my energies between teaching dyslexic children and pursuing painting, another passion of mine.

Visit It’s a Wrap Shop on Engrave.

Avinash Subramaniam

Avinash has been an advertising writer, fiction writer, poetry writer, freelance writer and serial wronger. Other roles he has been in include those of an editor, brand builder, and teacher. His interests include advertising, scrabble, body building, chess, cinema, making money, reading, internet culture, cricket, photography. To hear him air his thoughts, follow him on Twitter @armchairexpert.


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