Hopscotch ditches 'Flood the Market' for 'Fashion Focus', targeting exponential online growth
23 November 2025, Mumbai
Hopscotch, India’s largest online kids’ fashion brand (founded 2011), is undergoing a major product strategy overhaul, shifting from its vast assortment model to a sharp focus on high-quality, curated apparel for children aged 0–8. This pivot aims to secure a 2–3x online growth in the rapidly expanding Indian kidswear market, which is projected to reach $16.60 billion by 2033 (5.11% CAGR).
Curation over quantity in kids’ apparel
The company, which secured $20 million in funding led by Amazon in 2023, is consciously reducing its fashion assortment.
The management team recognizes that it's the quality and strength of the apparel lineup, not just the sheer number of styles, that drives customer loyalty and repeat purchases from mothers.
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Consequently, Hopscotch has drastically cut its seasonal live styles from 40,000 to 8,000, with a target of 5,000–6,000 in the next 12–18 months.
This tight curation, backed by stronger supply chain capabilities, is designed to improve both repeat engagement and profitability. Apparel accounts for 91% of its sales, making this refinement central to its financial outlook.
D2C strength and non-metro demand
Hopscotch primarily operates as a Direct-to-Consumer (D2C) brand, with 85–90% of revenue coming from its own platform, supplemented by marketplaces like Myntra and Amazon.
Crucially, 65% of its demand is driven by non-metro cities, with an Average Order Value (AOV) of ₹1,500–₹1,600.
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This demonstrates the brand's success in tapping into aspirational, price-conscious consumers beyond major metros. The brand is also on track for profitability within the next six months and forecasts closing next year with revenue of ₹350–₹400 crore. The focus for the immediate future remains purely online, with no plans for an offline retail initiative.
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