28 January 2026, Mumbai
In a strategic move to capture a larger share of India’s $5.51 billion baby care market, Popees Baby Care has inaugurated its 104th store at Grand Square Mall, Chennai. This launch signifies the brand’s first Exclusive Brand Outlet (EBO) in the Tamil Nadu capital, marking a critical transition from regional distribution to direct-to-consumer flagship retail in high-growth metropolitan hubs. The inauguration, attended by mall leadership and prominent parenting influencers, underscores a broader industry shift where organized retail is projected to grow at a CAGR of over 11 per cent through 2031, driven by a rising demand for specialized infant safety standards.
Fabric innovation and safety protocols
The Chennai flagship serves as a showcase for the brand’s premiumization strategy, specifically its ‘Bamboo Essentials’ line. By utilizing eco-friendly, hypoallergenic bamboo fabrics, the company is addressing the heightened consumer sensitivity toward skin-safe materials - a segment expected to outpace conventional apparel. To maintain a competitive edge against both domestic and international entrants, the brand has institutionalized a rigorous 28-point quality checkpoint system. This focus on ‘clinical-grade’ safety serves as a defensive moat in a fragmented market where urban parents increasingly associate brand certification with authenticity and infant health.
Ambitious roadmap for domestic and global dominance
With an operational revenue of approximately Rs 123 crore for the previous fiscal year, the company is executing an aggressive expansion blueprint that targets 1,000 stores within the next four years. Beyond its domestic stronghold, the group is pursuing an international omnichannel strategy, with recent entries into the UAE market via Sharjah and Abu Dhabi. While the sector faces headwinds from rising raw material costs and intense competition from digitally-native brands, the group’s integrated manufacturing model - producing 500,000 garments monthly—provides the logistical agility required to scale rapidly across Tier-I and Tier-II geographies.
Founded in 2003, Popees Baby Care is a specialized manufacturer and retailer of infant apparel and maternity products. Operating three manufacturing facilities, the brand dominates the South Indian market with a focus on newborns to six-year-olds. With a current valuation supported by a 14 per cent Y-o-Y revenue growth, the group is aggressively pivoting toward a 1,000-store national network and GCC expansion to solidify its status as a global leader in the sustainable baby care segment.
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