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The infant’s and children’s segment never had it this good. With designer wear, private labels and private equities chasing the segment, both online and offline retailers claim the kids segment can leapfrog adult’s brands in a couple of years.
Raveen Sastry, Chief Revenue Officer & Co- founder, hoopos.com, a portal for mother and kids, said, “Online shopping is essentially price-driven, especially in the baby care and children category. There are always a number of offers and discounts on the best brands. Also, online shopping is not location specific. This gives an added dimension to the shopping experience.”
The company, which sells everything from diapers to toys, said that currently apparels and essentials are large sales drivers as there are always 6-8 per cent discounts on them.
An Assocham survey said the kids wear market in India is estimated at Rs 10,000 crore, growing at 20 per cent annually. By 2015, the total market size is set to increase to a staggering Rs 30, 000 crore.
Other companies eyeing the segment include Babyoye, in which Bollywood actor Karishma Kapoor has a stake, and Firstcry, among others.
Growth drivers
Rising media exposure, high disposable income of the parents, peer pressure, growing fashion and brand consciousness among children, are together driving the growth of kids’ apparel market in India.
Kids’ e-tailing market is expected to grow by 600 per cent from Rs 200 crore to Rs 1,500 crore over the next five years, and take up a 45 per cent share of the entire kids’ retailing pie.
Hoopos is backed by funding from Helion Ventures. Another kids wear segment selling stylish apparels online Unamia, recently raised $1.2 million in seed funding from Angel Prime and Blume Ventures.
The company is planning to use this funding to expand the range including organic clothing, performance sportswear and rain-wear.
It is not just the online brands that are seeing consumer traction. Brick-and-mortar multi brand stores such as Mothercare retailed by DLF Brands, Mahindra Retail-owned Mom and Me and several home-grown brands such as Me n Mom are strengthening their retail presence.
Les Petits, a super luxury store exclusively catering to young consumers, said indulgent parents are fuelling its growth. Swati Saraf, promoter of Les Petits said the retail format will sell brands such as Baby Dior, Fendi Kids, Miss Blumarine, Simonetta, I Pinco Pallino, Theophile & Patachou and Concord and cater to the 0-8 age bracket. The range starts from Rs 5,500 to Rs 2 lakh.
Organic wear
International retail brand Gron Stockholm, specialist in organic wear, recently entered the Indian market.
“When we entered India, there was hardly any awareness about organic wear. But the demand is growing significantly,” Deepak Aggarwal, CEO, Gron Stockholm. Gron Stockholm plans to launch 15 stores within the next one year, he added.
Suncorp, one of the leading retail chains having 195 exclusive branded retail outlets announced their foray into the Rs 12,000 crore worth licensing business. It marked its entry into licensing by becoming the exclusive distributor of GAS footwear & Tom & Jerry, Tweety, Scooby Doo & Baby Looney Toons kids footwear.
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