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E-Teenz to unveil new infants wear brand
15
Feb '12
E-Teenz, a value-brand for kids and a fast growing retail venture by Kolkata-based Dhananjai Apparels Pvt. Ltd., now plans to foray into new born and infants segment by launching a new brand 'E-Todzz'.

Incorporated in 1977, Dhananjai Apparels is today one of the largest manufacturer of school uniforms in the country. The company specializes in manufacturing of apparels in knits and wovens and has a capacity to produce 500,000 apparel pieces a month.

Its flagship junior wear brand E-Teenz caters to children between 2 to 14 years of age and is a licensee of several cartoon characters like Popeye, Spiderman, OliveOyl, Barbie, Hot Wheels, Fisher Price, Archie and many more.

Speaking to fibre2fashion about the new brand 'E-Todzz', Mr. Ravi Kant, President-Strategy & Operations, Dhananjai Apparels, said, “We already have a brand called E-Teenz which caters to children between 2-14 years. So, now we are extending the brand for 0-2 year's age group.”

“E-Todzz is an infant wear brand, which will have an entire range of apparels for both boys and girls. We plan to gradually make it a complete destination store for kids of all ages. Besides apparels, we will also offer accessories, footwear, etc.,” he reveals.

Apprising about kidswear and infant wear business in India, he says, “The branded kidswear segment is a Rs. 30 billion market in India and is merely about 10 percent of overall kids apparel market. Despite being a need based segment, infants wear predominantly is an emotional category. People do not hesitate spending for their new-borns as the emotional bonding is very strong during this phase. Therefore, people end up buying more for their infants, making it the most dominant category in kidswear.”

“The kidswear business, especially infant wear, needs to be handled more carefully because the products have to be safe and environment-friendly. The business has a huge potential, but not too many people have explored this segment optimally,” he informs.

Elaborating on E-Todzz's model of business, he says, “E-Todzz will be spread across all the three business models followed by the company. One is through our exclusive brand outlets (EBOs) under the name of E-Teenz, next is through large format stores where we have the shop-in-shop format or multi-brand outlets (MBOs) and the third format is the distribution network. Currently, we have presence at more than 300 touch points across India.”

Fibre2fashion News Desk - India

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