Imagine a future with where every Indian home embraces safe, sustainable products designed for children – where conscious choices shape not just childhood, but society itself. That’s the mission behind ‘BUMSHUM’: to reach 1 million Indian homes by 2030 and set new standards for how childhood products are created and used.
Mili Mishra grew up in Lucknow in a family deeply rooted in education, curiosity and independence. She is a bright student who went on to complete Engineering from BITS, Goa, where she found her love for learning and problem-solving. After her graduation, she joined a startup, stepping into the world of Entrepreneurship from the ground up. Mili was very confident in her very first interview and at the very first startup, as she declared that one day she would build her own startup — this statement substantially impressed the founder and led to her immediate hiring.
Mili’s career began with ‘Online RTI’, where she was the sole marketer, building marketing strategies from scratch and soon rising to become the Chief Operations Officer, leading a team of 15–20 members. It was here that her natural creativity, confidence and independence thrived. She describes this phase as a time when she felt like a little girl again, who came out of her home, where girls are usually not allowed out to work, her curiosity with bold steps and eagerness to solve problems led her to achieve high in her career.
The entrepreneurship felt more interesting to Mili, and thus she joined the ‘Stanford Ignite Program’, which was a rigorous 3-month weekend course designed for working professionals. The program helped Mili to sharpen her entrepreneurial skills and learn all the basic principles of entrepreneurship, thus boosting her confidence in taking the next steps.
By 2019, Mili established her first startup, Aarrrmor Digital Agency and continues to run it successfully. The agency has worked with diverse clients, including managing social media campaigns for prominent Government Department , showcasing her ability to blend creativity with meaningful impact. Thus, throughout her career journey, Mili has reflected boldness, curiosity and relentless problem-solving — qualities that have now driven her mission in building ‘BUMSHUM’.
Welcome to the Organic World, the Birth of Bumshum
In 2021, Mili gave birth to her first child, and the journey of motherhood began. By now, her husband, along with a friend, was experimenting with the most popular Channapatna toys in a 100sq.m space.
Channapatna toys are unique due to their use of Ivory Wood and natural, eco-friendly dyes, their long-standing 200-year history with a distinct Persian influence, their distinctive lacquer finish, their handcrafted nature by generations of artisans, their Geographical Indication (GI) tag, and the vibrant cultural heritage they represent.
The first step of validation was received from their family members who, when introduced to the Channapatna toys, found them durable, lightweight, affordable and easy to carry. They were happy that their kids were playing with chemical-free and harmless toys. Thus came the inspiration when Mili was searching for eco-friendly, safe and thoughtful toys for her kid. This led to the genesis of ‘BUMSHUM’.
At Bumshum, they believe that nature can inspire, educate and nurture the next generation, which sounds simple yet powerful. The idea took root with one profound question: How can we raise children who not only enjoy the beauty of nature but also grow up to protect and champion it?
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Bumshum was created with this vision in mind — to offer children a space where they can connect with the wonders of the natural world. Its mission goes beyond the products; it’s about empowering parents and caregivers to raise eco-conscious kids who develop a lifelong love for the environment and make mindful, sustainable choices. Kids are charming; they create a happier space. As they grow, they tend to explore new things and try to experiment by putting everything in their mouths. As parents, we become more alert and aware of what they are playing with.
At Bumshum, we believe that every product should be made with kids in mind and how they engage with nature. We are here to make nature-friendly parenting (and grandparenting and uncling and auntying) easy for you all.
The products at Bumshum store range from wooden toys, organic clothes, millet food, bamboo products, to books. Also, they have a wide range of brands like Super Bottoms, Ola Otter, SebaMed, The Moms Co, Happa, The Workbook Co, Mother Sparsh, Wonder House and many more popular brands. They have two stores in Bangalore and one in Lucknow.
The three critical steps Mili took to get her idea off the ground were as follows:
- Talking to other parents and understanding their needs
- Calculating and setting aside the financial requirements needed for the business
- Conducting competitive and market research for setting up Bumshum’s first retail store in Bengaluru
A father once visited their store with full curiosity and bought not just a product, but instead a trust in what Bumshum stands for. Since the Bumshum has been a one-stop store for babies and toddlers. The quality of products and the eco-friendly, organic products have attracted repeat customers to their stores, and word of mouth has functioned effectively.
Every startup comes with its own challenges; likewise, Bumshum had its own share. Financially, it meant bootstrapping with limited resources, and Mili used her personal savings to get started. She took baby steps and carefully managed every step of her growth. On the emotional front, Mili had to constantly balance the demanding roles of motherhood and entrepreneurship, often switching between the two within the same day and also followed a unique style of living, half-yearly in Belagaum and Lucknow to look after the business. Logistically, the hurdles were no less — from setting up a reliable supply chain to coordinating with vendors and figuring out how to scale sustainably without external funding, each challenge became a lesson in resilience and determination.
Talking about Startup Ecosystem
Mili feels that, though the Indian startup ecosystem is growing, there is still a long way to go to normalise the journey of women entrepreneurs — particularly mothers. Great access to funding, mentorship and representation is needed to create an environment where women can thrive without any limitations. Mili is aware of various government schemes and will be exploring this avenue in the near future. What has kept her going to date is the unwavering support from her family, a strong peer group of fellow entrepreneurs and the women’s network that has shared resources, encouragement and learnings.
I would recommend platforms that combine mentorship with community, rather than just funding. Programs like Desi Udyoginis itself are valuable because they spotlight real journeys. — Mili Mishra
For Mili, the most rewarding moments come from seeing a child’s face light up while engaging with Bumshum’s products, or hearing parents say, “This feels different, it feels thoughtful.” The journey hasn’t been about achieving a perfect balance, but about making intentional choices — prioritising what truly matters, leaning on support systems, and accepting that it’s okay not to “do it all” every single day. Along the way, she has learned the importance of introspection and reflection, staying anchored to the ‘why’ behind her work, and building resilience by treating every challenge as an opportunity to grow.
Conclusion
Taking baby steps and experimentation before you start big is the key while starting a startup. Everyone has their own unique perspective, and that’s the strength. Don’t let fear of judgment hold you back — take that first step. Fellow women entrepreneurs and working mothers who have mastered the art of balancing work and personal life despite all the odds keep Mili motivated and a source of inspiration. There might be a lot of toy stores and baby clothing brands around us, but what makes Bumshum shine is their vision and mission to make kids and toddlers free from chemicals and harmful plastic toys that have flooded the market. ‘Go Organic and be close to Nature’. Enjoy the playtime with Bumshum’s products.
