Kids wear brand Toonz Retail’s latest collections include: kurta pajama, sherwanis, waist-coats for boys and ghagra cholis, salwaar kameez, ponchos, layered dresses, anarkalis for girls. “We have introduced the ‘Easy Wear’ range that takes care of issues faced by parents in making their kids’ wear a particular outfit,” says Sharad Venkta, Managing Director and CEO. This is a ‘ready to wear’ range. “Towards the end of this season, we plan to incorporate more black and red colors in our collection, keeping in mind Christmas,” he adds. For fall/winter, Toonz Retail will focus on layered outfits such as sweatshirt, and jackets.
Focus on entire kids’ wear range
Toonz Retail is aimed at children 0 to 12 years of age. The offerings include: T-shirts, shirts, rompers, knit sets, top, skirts, party wear frocks, dresses, short ethnic dresses, etc. “For new born kids and infants, we have introduced soft jabla, cloth nappies, caps, mittens, etc,” Venkta informs. The brand also offers towels, wraps, napkins, etc, in baby bath range; vast range of bedding like comforters, blankets, cot beddings, pillows, mosquito net beds etc, are part of baby bedding range; carry cots, travel bags, wrappers in travel products; walkers and prams in growing needs segment; feeding pillow, U pillow in mother utility products and clippers, comb, rattlers, teethers, toys, etc in accessories segment.
Small cities drive growth
Venkta says the kids’ wear market in India is estimated at Rs 13,000 crore, of which denim wear is around 10-12 per cent. “The market, by the end of 2027, is expected to grow at a CAGR of 8 per cent,” states Venkta. Many international brands are entering the Indian market and so are MNC e-commerce players. “Rise in the disposable income along with the increase in nuclear families has created immense potential for the growth of casual wear segment,” he explains. “Leading brands are aggressively expanding into Tier II and III cities.”
Venkta points out, there is a greater demand for boys than for girls apparels though consumption is higher in girls segment. Toonz Retail is present in 65 cities. “Our core strength comes from Tier II, III towns as people from these areas are aspirational by nature.”
Toonz is expanding rapidly in other markets also. “We are opening specialty stores besides exploring unexplored places. We are focusing on cities where the reach is minimal,” he adds.