Companies, which are traditionally into menswear such as Raymond, Nahar Retail and Prateek Apparels, are planning to enter the kidswear market, valued at over Rs 24,000 crore (Rs 240 billion) and growing at an average 20 per cent per annum.
Currently, only Rs 3,500 crore (Rs 35 billion) of the Rs 24,280 crore (Rs 242.8 billion) goes to the organised sector. Companies are targeting kids from the age of one to 14. According to Technopak, this sector is growing at 20 per cent per annum and is the fastest growing sector.
Global brands such as Whoopi, Kanz, Harry Potter Collections and Mother Care are being launched in India.
Recently, Raymond rolled out its first children's wear brand Zapp and will soon launch ColorPlus Kids. The company has tied up with Warner Brothers for the 'Superman' brand of clothing in India.
Besides exclusive stores, the company plans to be present in large format stores such as Lifestyle and Shoppers' Stop.
Nahar Retail, which owns the brand Cotton County, will be launching Tazo Kids in January. Kamal Oswal, Nahar's vice-chairman and managing director, said, "We felt that there was a gap in quality clothing for kids and were looking at entering this segment."
On tie-up with Kanz, a German kidswear brand, Pradeep Agarwal, managing director, Prateek Apparels, said, "Through this, we will be providing the best of quality and latest European designs in the country."
The organised children's wear market was dominated by the Lakhani-owned
Gini & Jony Apparels, which has a tie-up with Pantaloons and Shoppers' Stop, with a 30 per cent market share , followed by Weekender Kids and Ruff Kids.
Preference for branded apparel is taking place due to a rise in the disposable income and influence of foreign culture. Less surprisingly, children themselves are now emerging as an independent buyer group, who are informed, self-conscious and influenced by mass media and peers.