Kids’ wear brand Nauti Nati plans to foray into the kids’ ethnic wear segment. The brand caters to boys in the age group one to five years and girls six months to eight years. “We do not cater to boys older than five years as purchasing for this age group becomes more brand-oriented and product differentiation becomes difficult,” notes Shantanu Dugar, Director of the brand. “For girls in the age group six to 14 years, we have a separate brand called Natilene as this age group has a distinct identity and requires special focus,” he explains.
Focus on natural fibers, accurate fits and vibrant colors
Launched with a vision to provide fashion forward clothing at affordable rates for Indian children, majority of Nauti Nati’s products are manufactured in-house and adhere to the strictest export standard quality control. “Our brand has consistently delivered best-in-class performance though our focus on natural fibres, accurate fits, and vibrant colors that match Indian preferences. Even our embroideries and trims are customised to the preferences and aspirations of our target groups” adds Dugar.
Dugar points out, functionality and pricing are sharper for children’s wear compared to men’s and women’s segment. “However, since not enough brands’ exist in this segment, fashion differentiation is still possible,” he says. A shift in preferences from unbranded to branded clothes and an access to international fashion makes kid’s wear segment promising in India. Organised retail also makes distribution for retailers/brands easier.
Challenges in the segment
However, as against the men’s and women’s segments which can be run with a limited assortment also, in kid’s wear, all categories need to be serviced. “This is because mothers’ tend to shop more frequently and prefer going to stores that meet most of their requirements,” notes Dugar. Secondly, kid’s wear has more sizes than adult brands therefore, have to work on their own grading and sizing parameters and constantly evolve. Around 85 per cent of kid’s wear market is driven by unorganised brands in India. “Even if international brands cater to 70 per cent of the remaining 15 per cent, it is still only 10 per cent of the overall mix,” adds Dugar.
In future, Nauti Nati plans to increase its presence in multi-brand stores from the current 50 MBOs to well over 300 in the next two to three years. “We also plan to launch our own range of footwear online in 2020,” Dugar informs.