Kids Retailing

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Kids’ retailing No child’s play

This article discuss the significance of kids' retail segments in the Indian retail market scenario and the strategies that can be adopted by retailers to get a share of this market

Kids’ retailing in India has seen enormous growth during the last decade. The scope of kids’ retailing is increasing as the industry expands phenomenally. Now it covers the entire gamut of apparel, sportswear, toys, eyewear, watches, stationery, footwear, perfumes and other accessories. However, the kids’ apparel market has been a major revenue generator, accounting for around 80 percent of the total sales in this segment. According to research carried out by KSA Technopak, the branded apparel segment comprises Rs 3,000 crore of the total kids’ apparel market, which is worth around Rs 13,000 crore.

Organised retailing is slowly and steadily making its presence conspicuous in India and increasing its share as opposed to the unorganised retailing. Several companies have been exposed to various platforms, such as departmental stores, hypermarkets, supermarkets, malls, gaming zones, etc, through which they sell kids’ products. This segment is expected to touch an annual growth of around 35 percent. Hence, there is definitely considerable opportunity in this sector. Compared to other retail segments such as luxury goods retailing, which are growing at 25 percent per annum, and Internet retailing, which is growing at around 30 percent per annum, this retail segment is growing at a much faster pace.

A close study of the evolution of the kids’ market shows that retailers dealing in juvenile products have an edge over their competitors, which eventually leads to a sustainable competitive advantage. The Indian retailers in this segment mainly target children up to 12 years of age. While parents are still finding it difficult to...