They say ‘never do business with friends’, but with KIDINYOU, it was the magic of working with friends that made them successful. Five schoolmates from Cordova Higher Secondary School, Thiruvananthapuram, who have known each other for over two decades, got together to create a way people could connect over unique handcrafted wooden board games.
The group never chased the next startup idea. They just wanted a reason to keep meeting, creating and staying connected. That eventually became KIDINYOU.
The five of them have known each other since 2002, when they were together in school and today, work in different professions. Ashiq Samad, a deputy team lead at an IT firm; Mohammed Azharudheen, senior finance specialist; Flemin Fernandez, an English teacher; Arif Ali, who heads a graphic design agency; and Riyas Shajahan, an assistant cinematographer.
“We just wanted to build something around our friendship, something that would keep us together,” says Ashiq.
Their games have travelled across Kerala, becoming part of birthdays, weddings, family gatherings, corporate team-building programmes, brand activations, and festivals. They become the icebreaker that gets strangers talking and families playing together.
“The name KIDINYOU symbolises discovering the child within us, regardless of our age. We may grow older, but some things never change. We still cheer when we win, feel the sting when we lose, and find excitement in every little reward. Those moments remind us that the inner child within us is still very much alive. KIDINYOU is a celebration of that spirit, a reminder to stay curious, embrace joy, and never lose the Kid-in-you,” says Flemin.
The collective offers a diverse range of handcrafted wooden games, each designed around a different experience. Some challenge players’ balance, hand-eye coordination, precision and strategy, while others test reflexes, memory, patience, concentration, planning and problem-solving. There are also games that encourage teamwork, and friendly competition, making them engaging for players of all ages.
“We wanted to create moments where people naturally put their phones away, not because they were told to, but because they were too busy enjoying themselves. One of the most rewarding things for us is seeing people return with their families and friends after experiencing our games once,” says Ashiq.
Some of the games are inspired by familiar classics but have been redesigned and customised by the team, often changing their scale or mechanics to suit larger groups and events. Others have been built from scratch with the help of craftsmen.
Starting with the Tricult fest a year ago, KIDINYOU has since been part of several large-scale events, including Olam. The team has also taken its games to schools, colleges and institutions across Kerala, including the College of Engineering Trivandrum and the Indian Institute of Space Science and Technology.
Depending on the occasion, the games can also be customised to suit the theme, audience and objectives of an event.
Although the games are designed for anyone aged six and above, the founders say it is often older participants who surprise them the most.
“Whenever we conduct events, adults become just as engrossed in the games as children,” says Flemin.
For the five friends, every event, every game and every burst of laughter reminds them that the friendship which brought KIDINYOU to life continues to grow through every person who gathers to play.
Encouraged by feedback from a parent, the team is now working towards opening an experience centre in Thiruvananthapuram, where children and families can spend a couple of hours playing together. They are also planning to make their handcrafted games available for purchase.
For enquiries, the team can be reached through their Insta page @kidinyougames.