Free Press Journal

Online shopping triggers jump in kidswear sales



New Delhi: Swati Bisht, a mother of two girls – Sneha, 9, and Sakshi, 6 – was never a shopaholic until her two daughters pushed her to the local mall. Even at this tender age, Sneha and Sakshi are so brand conscious that they are the guiding force behind their parents’ shopping decisions.

After an initial unsettling phase, Bisht has accepted being dominated by her daughters, whom she calls “over-smart phone” generation.

“Earlier when my elder daughter would ask me to buy certain brands, I would be astonished and shocked. But now I find that children are choosing what they want to wear and not the other way round. Our role is now restricted to just making payment,” Bisht, an executive in a private company, told IANS.

Retailers and manufacturers are not complaining. No wonder that the kids’ apparel business has fuelled the clothing market, making it a Rs 13,000 crore ($2 billion) business in the country.

As the market shows lots of promise, designers, big international brands and online portals are all trying to get their share of marekt pie.

The main reason for the boom in the sector is that India has one of the world’s youngest populations — about 30 percent of it under the age of 14.

According to a 2014 Assocham paper on “Growing market for branded kids-wear in India”, children’s fashion has percolated down to tier-II and tier-III cities like Dehradun, Indore, Ludhiana, Nashik, Pune and Varanasi.

It is not just international brands like Armani Junior, Burberry, Tommy Hilfiger Kids, Zara Kids, H&M and GAP that have targetted their audience with aggressive marketing; domestic brands like Gini and Jony and 612 League are also witnessing increased demand.

What has also further boosted the sector is the advent of e-commerce.

In fact, ‘Shopping for kids isn’t child’s play’ is the apt tagline of a children’s brand promoted by Bollywood superstar Amitabh Bachchan.

Sites such as , FirstCry, Hopscotch, Ebay and others are making a killing in this sector, with working and upwardly mobile parents opting for them to ensure that their children are trend setters.

The India Kids Fashion Week, which provides a platform to designers to exhibit their lines, has 35 participants this time, which include big brands and designers. The second edition will be held in Delhi from June 18 to 19.