We Created a Product, Made It Successful… and Then Killed It.
It's the story of our cute little 45L laundry basket.
When we launched our first laundry baskets, they didn't have wheels. Instead, they came with bottom buffers. They looked great, protected the basket from the floor, but there was one drawback—once filled with clothes, our 60L basket felt heavy to some customers.
A few customers reached out asking for a smaller version. Whenever multiple customers ask for the same thing, we take it seriously. It's usually a sign that we're not solving the problem completely.
So we designed a compact 45L laundry basket.
It was well received. Customers loved it, and it quickly became one of our successful products.
Around the same time, we were experimenting with wheels on our larger baskets—the 75L basket and our partition laundry basket. Customers didn't just appreciate the wheels. They started asking us one question over and over:
"Can we get wheels on the other baskets too?"
That was our cue.
In December 2025, we made a decision that changed our entire product line. We replaced bottom buffers with wheels across every Nobbys laundry basket.
We stopped getting the feedback about our 60L basket feeling heavy, because the wheels have served the purpose. And the 45L one started to seem small.
Customers who bought the 45L basket started reaching out saying it felt smaller than they expected. Many wanted to exchange it for the 60L version. Of course, we honoured the exchanges. But every exchange on a volumetric product like a laundry basket is expensive.
There is a lot of effort spent on that basket by our craftsman tailor, the lady artisans who sewn the handles and meticulously did the finishing work so that the final unit reaches you in great condition. There's reverse pickup, forward shipping, repackaging, quality checks, and often ₹600–700 in logistics alone. More than the cost, it meant the customer hadn't made the right choice the first time.
The very product we had created to solve a problem had become less relevant because we had solved that problem in a better way. So we made a difficult decision.
We discontinued the standalone 45L laundry basket.
Not because it wasn't a good product. Not because it wasn't selling.
But because wheels had made larger baskets just as easy to move, without asking customers to compromise on capacity.
Hope you concur with us. Reach out to us in comments if you have similar or differing thoughts
