Ronak Sarda transformed a ₹21,000 birthday gift into Cover It Up, a ₹8-10 crore brand serving over 5 crore customers via Meta and Instagram. Bootstrapped to ₹7.5 crores before raising ₹3.5 crores, he’s now betting big on onboarding international tech brands. In this Indian Startup Times interview, Sarda details the journey—and why the latest pivot is the future.
Humble Beginnings: A China Trip Sparks the Fire
Sarda’s story began during college when a trip to China inspired him to launch an accessory business. “I used that ₹21,000 birthday money to start experimenting,” he recalled. Without e-commerce giants dominating yet, he hustled through a Facebook page, rotating his initial capital for two to three years. Family entrepreneurial roots fueled his drive to build something big, transforming a hobby into a serious venture.
“Licensing agreements with IPL teams and studios like Marvel and Disney set us apart,” Sarda said. These official tie-ups combated India’s piracy woes, giving Cover It Up authentic credibility.
Crafting a Brand That Sticks
Naming it “Cover It Up” was deliberate—simple, memorable, and expandable beyond phone cases. Securing the domain took five years and a hefty investment, but it paid off. Sarda cold-pitched IPL teams, Hollywood, and even YouTube, accelerating growth. “We wanted official status to differentiate from copycats,” he explained. With over, primarily via Meta and Instagram, the brand scaled fast. Yet, operations weren’t easy: as a made-to-order model, they built custom backend systems from scratch to handle surging demand. Meta/Instagram drove growth; custom backends tamed made-to-order chaos. Pivots tested: Creator ecosystem struggled, leading to high-end tech accessories—like Nykaa for gadgets.
The Big Current Pivot: Global Brands Curated for India
Sarda’s bold bet: One-stop premium tech accessories hub. Onboarding international brands amid iPhone surge. “This is where we’re all-in,” he stresses—less past history, more future play.
Recently, Virat Kohli spotted with their case, post-onboarding (last 30-40 days)—caps the momentum.
Legacy Vision
Build lasting niche leadership. From side hustle to global curator—execution delivers.
Interview By : Sejal Thakur
