What Itsy Bitsy does

Itsy Bitsy Private Limited is an India-based specialty retailer of art, craft, and hobby supplies, founded in 2007 and headquartered in Bengaluru. The company operates an omnichannel commerce model combining 39 physical retail stores across 17 Indian cities, a Shopify-based e-commerce storefront at itsybitsy.in, iOS and Android mobile applications, and a separate wholesale platform at itsybitsybulkbuy.in. Its catalog spans over 10,000 SKUs organized into art supplies (paints, canvases, brushes, easels, colour pencils, drawing and sketching materials), paper crafting supplies, MDF blanks and DIY bases, age-segmented DIY kits, trending craft forms (resin art, decoupage, mandala art, jewellery making, candle and soap making, 5D diamond painting), a kids range, stationery, gifting, home decor, and party supplies. Pricing is unit-based, ranging from approximately INR 79 for entry-level items to INR 24,999 for premium craft stations, with free delivery offered above INR 999.

The business is structured as a direct-to-consumer retailer supplemented by a wholesale/B2B vertical, with marketing executed across Instagram, Facebook, YouTube, Pinterest, Twitter, a WhatsApp community, mobile apps, blog content, seasonal sales campaigns, and in-person workshops. More than 70% of products are manufactured in India, and the company reports employing over 3,000 rural women directly and indirectly in artisan manufacturing, including specialized handcraft such as flowers made from recycled cotton paper. Its primary customer segments are individual hobbyists and artists, kids and parents, schools and educational institutions, and wholesale buyers.

Itsy Bitsy is privately held and bootstrapped, with no disclosed funding rounds, institutional investors, parent company, or M&A activity. No patents, awards, regulatory actions, or management team details are publicly listed. Revenue and headcount are not disclosed; reported scale signals include 1 million+ customers, 10,000+ products, 39 retail stores, 3,000+ rural women employed, and a stated employee headcount band of 1,001–5,000.

Name

Itsy Bitsy

Legal name

Itsy Bitsy

Website

https://itsybitsy.in

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Itsy Bitsy is an India-based omnichannel retailer of art, craft, and hobby supplies, operating 39 physical stores across 17 cities plus e-commerce, mobile apps, and a wholesale platform, serving over 1 million hobbyists, parents, schools, and bulk buyers with 10,000+ SKUs.

Ownership category

akta.pro rank

Product category

Art and Craft Supplies Retail

NAICS

Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Craft, DIY & Value Variety Stores (CRAEAGAC)

Keywords

• Art supplies retail
• Craft materials store
• Hobby supplies
• DIY craft kits
• Stationery products

Headquarters

HQ city

Bengaluru

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Retail Sales - Art and Craft Materials: The company generates revenue through direct retail sales of art, craft, and hobby supplies including paints, brushes, canvases, paper crafting materials, DIY kits, stationery, and home decor items. Products are sold through physical stores and e-commerce channels with standard retail pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Itsy Bitsy is India's largest art, craft, and hobby megastore, retailing over 10,000 SKUs spanning paints, brushes, canvases, easels, paper crafting tools, DIY kits, resin art, decoupage, mandala art, jewellery-making supplies, kids' craft range, stationery, 5D diamond painting kits, home decor, party supplies, and gifting items. It operates 39 physical retail stores across 17 Indian cities alongside e-commerce storefronts (itsybitsy.in, itsybitsybulkbuy.in) and dedicated iOS/Android mobile apps.

Product overview

Itsy Bitsy is India's largest art, craft, and hobby megastore offering over 10,000 products across physical retail stores and online. The product portfolio is organized as a comprehensive marketplace combining multiple product categories: Art Supplies (paints, canvases, brushes, easels, varnish, colour pencils, drawing/sketching materials), Paper Crafting (cutting machines, papers, stencils, dies), DIY MDF Bases and Blanks (craft surfaces in various shapes), DIY Kits (age-appropriate craft kits, STEM kits, building kits), Trending Craft Forms (resin art, decoupage, mandala art, jewellery making, candle/soap making), Kids Range (children's crafts, activity books, toys), Stationery (journals, notebooks, adhesives), Home Decor, Party Supplies, and specialized categories like 5D Diamond Painting and Gifting. The company operates 39 stores across 17 cities in India and employs over 3,000 women in rural areas. Over 70% of products are made in India, with a focus on premium quality and affordable pricing for artists, crafters, and hobbyists of all skill levels.

Differentiator

Problem solved

Functional benefit

Brands

• Itsy Bitsy Bulk Buy: Wholesale market platform for bulk purchases at itsybitsybulkbuy.in

Products and services

• Art Supplies Comprehensive range of art materials including acrylic, chalk, fabric, spray, watercolor, metallic, wood stain, ceramic and poster paints; canvases; synthetic and hog hair brushes; paint markers; varnish; premium colour pencils; mediums; easels; creative art stations; and drawing/sketching materials for artists and hobbyists of all skill levels.
• Paints Extensive paint collection including acrylic paints, chalk paints, fabric paints, spray paints, watercolors, metallic paints, wood stains, ceramic paints, poster paints, and 3D outliners in various sizes and color sets.
• Canvas Products Art canvases including stretched frames, canvas boards in rectangle, round, heart and square shapes, mini canvases, deep edge frames, eco stretched frames, paintable canvases, and canvas easel sets in various sizes.
• Art Brushes Professional art brushes including synthetic hair brushes (round, flat, fan, filbert, dagger, liner types), hog hair oil brushes, watercolour brushes, long handle brushes, deer foot brushes, comb brushes, and kids brush sets in various sizes.
• Easels and Painting Stands Painting easels and stands including American Pine wooden easels (3ft, 4ft, 5ft), table top easels, mini easel stands, MDF easel stands for display, and easel with canvas sets.
• Varnish Decor varnish products including gloss and matte finishes in various sizes (20ml, 100ml, 250ml, 500ml), and picture varnish sprays for protecting artwork.
• Premium Colour Pencils Premium art pencils including watercolour pencils, regular colour pencils, metallic colour pencils, rainbow colour pencils, and neon colour pencils in various pack sizes.
• Drawing and Sketching Materials

Quantifiable outcome

• 1 Million+ Happy Customers
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Fevicryl (Pidilite Industries): Pidilite's flagship hobby and DIY craft brand, marketed across India with its own branded website, retail partnerships and 'Fevicryl Hobby Ideas' content engine. Most directly comparable brand-and-retail peer to Itsy Bitsy, with even stronger category authority via manufacturing scale.
• Hobby Ideas (Pidilite): Pidilite's dedicated hobby/DIY craft retail and tutorial platform offering DIY kits, project ideas and craft supplies. Same consumer (artists, hobbyists, parents) and overlapping SKU universe to Itsy Bitsy; a sibling-branded direct competitor owned by India's largest adhesives brand owner.

Broad incumbents

• Crayola: Iconic global art and kids' craft supplies brand with a robust direct-to-consumer site, lesson plans and content ecosystem. Comparable on the kids-craft and education segments that Itsy Bitsy pursues via its Kids Range and DIY kits for ages 2+ to 8+.
• Faber-Castell: Global art supplies manufacturer and brand that Itsy Bitsy itself stocks. Operates direct brand storefronts globally and across India via Faber-Castell India, giving it both upstream brand power and a growing direct-retail presence that compete with Itsy Bitsy at the brand and merchant layer.
• Staedtler: Global art supplies manufacturer (pencils, markers, professional drawing tools) with growing D2C distribution across Asia. Comparable as a third-party brand Itsy Bitsy carries that is also building its own direct channels, increasing channel conflict risk.
• Michaels: North America's largest specialty arts, crafts, and home-decor retailer with ~1,300 stores and a comprehensive omnichannel footprint. Comparable as the global benchmark for category-specialist craft megastore retail at scale — including private label, workshop content, and franchise-driven assortment.
• Hobby Lobby: Large US craft, hobby and home-decor retailer with 1,000+ stores, deep SKU breadth across hobby categories and a strong Made-in-USA private-label strategy. Directly mirrors Itsy Bitsy's 'megastore + broad assortment' model, just at a much larger US scale.

Others

• Asian Paints (Craft/Decor adjacency): India's leading paint manufacturer whose Asian Paints Beautiful Home Stores carry craft, decor and DIY-adjacent categories alongside paint. Adjacent competitor for product adjacency and retail mind-share, though core overlap is decor more than craft.
• Amazon India: Major horizontal e-commerce platform on which multiple Itsy Bitsy categories (art supplies, DIY kits, stationery, party supplies) are bought by Indian consumers. Same discovery-to-checkout surface area, much larger fulfilment reach, but no specialist craft curation or workshop ecosystem.

Emerging players

• Cello (BIC Cello India): Indian stationery, writing and craft-adjacent brand under BIC with growing omnichannel presence. Partial overlap in kids' craft, stationery and school-essential categories that Itsy Bitsy's Kids Range and Stationery vertical addresses.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ItsyBitsyIndia
• YouTubeyoutube.com/user/itsybitsyindia
• Facebookfacebook.com/itsybitsyindia
• Instagraminstagram.com/itsybitsycraftstore
• Pinterestpinterest.com/Itsy_Bitsy
• LinkedInlinkedin.com/company/itsy-bitsy-pvt-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Itsy Bitsy