our history

Taking her experience as a product manager, sourcing fast fashion for European brands, Baruna Bhatia founded the Identity Group after developing an interest in children’s fashion during her maternity break. She was surprised to discover that though Bogor had many famous and well established buying agencies, there was lack of serious competition for the kids wear as none of the bigger players wanted to inhabit this space of sharper prices, stringent quality and never ending discussion with manufacturers regarding material and production minimum. It was  an ideal canvas for a young company to start painting on.

To forge ahead and start creating their own unique “Identity”, the team had to devise a simple plan that would make manufacturing a few hundred pieces for the tiny humans interesting for vendors. They introduced the concept of creating garments first and dyeing them later to overcome minimum order limitations. Though this was not a new technique, it was a big change for the factories to implement quality and production systems that would consistently produce high quality garment dyed clothes in all categories. The exacting production and wash processes set up by Identity combined with ability to manage complexity while maintaining an authentic product signature earned Identity a niche in the kids market.

Identity Group owes their success to their unwavering passion for design and their ingenuity has stayed true to this credence.