The children’s wear market in India is estimated at Rs 33,200 crore in 2010. Children’s apparel make for 70 per cent of the market, and the balance 30 per cent is school uniforms.
The market is expected to grow at a compounded annual growth rate of 12 per cent. It holds a huge potential for brands due to growth drivers such as:
# Rising income levels: The trend has seen parents more willing to let their children indulge in brands of their choice.
# Growing brand consciousness: Exposure to media and international brands entering India has ensured an increasing awareness for brands amongst parents and children.
# Children influencing decisions: The shift to nuclear family structures has increased a child’s say decision-making. In addition to their own needs and demands, children are also influencing the buying decisions of the family.
Children’s wear brands like Gini and Jony, Lilliput and Catmoss have expanded their presence exponentially in the last two-three years. Lilliput has the maximum store count at 260. Many international brands like Benetton, Reebok, Bossini, Disney, Barbie have also been successful in tapping this market.
Many retailers are looking at offering one-stop destination shopping for children with products for all ages under one roof. Mom & Me by the Mahindra Group and Lilliput World are examples of such formats.
