Baby fashion category has ballooned to treble its size in the past year as about half a dozen leading retailers and brands launched infant apparel over the past few quarters to cash in the growing shift from unorganised market.
Traditionally in India, baby garments like rompers, dresses, and inner-wear were purchased from small stores while branded garments were bought by the wealthy. The propensity to buy branded garments with rise of double income households, desire of millennial parents to don brands and wanting their babies to keep up with trends, and social media craze that has new parents making babies look their best for photographs have been instrumental in bolstering the market.
Companies including Flipkart, Puma India, Myntra and Amazon have launched dedicated infant lines for ages up to 2 years as well as new-parent programmes, and on-boarded more baby brands that draw sales primarily from tier-2 and -3 cities.
With India being home to an estimated 120 million children in the 0-4 year age group, retailers believe the growth rate of the infant-wear market is now drawing parallels to the one seen in the kidswear market. The huge consumer base is thus making small garments big business for retailers.
“The baby apparel market is largely unorganised with low brand play and mostly led by seller labels. We continue to see a good overlap of customers from our consumables and baby products business, and hence, to us it continues to be a huge opportunity,” said an Amazon spokesperson.
“Four years ago, the same was said about kids clothing. Today, branded kids clothes are witnessing growing sales. The next stage will see people willing to pay premium price for baby apparel. Good price position without compromising on quality and increased per capita income among young couples will drive the shift towards branded infant apparel,” said Sarita from THE FASHION COSMO.