Babycare brand KandyFloss is planning big for the future. “We aim to launch all possible apparel products for kids in the age group 0-2 years,” states Bhavin Joshi, Head of the brand. Joshi believes infantwear “to be the most beautiful segment as it has direct connection with god.” Joshi says currently there is a huge void in infant wear segment as brands opt for more profit making segments like menswear, women’s wear or loungewear etc. “Not even 10 big brands operate in this category though there may be many unorganised players. However, the internet has brought some respect to this category,” Joshi explains.
Customising products to meet consumers’ tastes
The segment also faces few challenges. Parents of every country have different tastes “Some like dark colors while others prefer soft. Some of our customers demand too many prints, while others ask us to go easy on prints. We have to customise our products for everyone’s preferences,” Joshi observes. Another major challenge is to find a foothold in the market. “You don’t become a brand overnight. It takes a lot of time and efforts. There are so many players that we need to pass three to four seasons before we can analyse our performance,” he adds.
Incepted around 14 years ago, KandyFloss offers baby frocks, suits for boys, rompers, night suits, jump suits, vests, bloomers, panties, blankets etc. “Children prefer soft colors. Hence, we make our products cute and soft,” Joshi says. The brand’s apparel range starts from Rs 200 and goes up to Rs 350 as it believes in offering value-for money products to customers, especially in Tier II and III cities. “Parents are willing to spend money on their kids. The only thing they need is a good product at a reasonable price,” notes Joshi.
Collaboration to aid distribution network
In July 2018, KandyFloss tied up with JG Hosiery as latter has a big retail and distribution reach. “This will help us expand operations pan India. Our responsibility now is to consolidate this collaboration by making good products with good designs,” adds Joshi.
KandyFloss launched a few products before and during winter. “This was a soft launch for us. Our actual launch was during the summer season,” notes Joshi. The brand plans to expand operations by targeting distributers pan India starting from Tier II and III cities. “We plan to target each and every state in the country by adding new distributors every month,” adds Joshi.