Popees products are synonymous with hygiene, safety, and comfort
Popees Baby Care, founded in 2003, is a trusted name in baby and maternity wear, offering thoughtfully crafted garments that prioritise comfort, safety, and style. With a focus on finely combed cotton, hypoallergenic materials, and innovative processes like balloon padding, Popees delivers premium-quality clothing for newborns, infants, and mothers. Speaking to Fibre2Fashion, Chairman & MD Shaju Thomas shares insights into the brand’s journey, commitment to innovation, and vision for future growth in India and abroad.
What innovations in fabric technology and design are shaping the future of maternity and baby wear?
Innovations such as moisture-wicking fabrics, anti-bacterial textiles, and smart temperature-regulating materials are shaping the future of this industry. Popees is exploring these technologies to enhance the functionality of our products while maintaining affordability and quality.
How is the growing demand for sustainable and organic fabrics influencing the baby wear industry?
Sustainability is no longer just a trend; it is becoming an industry standard. Parents today prefer organic, biodegradable, and ethically produced fabrics. This shift is driving brands, including Popees, to invest more in eco-friendly materials and sustainable manufacturing processes. We foresee a future where organic clothing becomes the norm rather than the exception.
What makes Popees stand out in the baby care market?
We offer a wide range of products from babywear to FMCG baby essentials. Our strength lies in our commitment to safety, sustainability, affordability, and design innovation. We also operate on an omnichannel model, offering seamless customer experience across physical stores and digital platforms.
Can you tell us about the inspiration behind starting Popees Baby Care, and how has the response been so far?
My journey into baby care was not a conventional one. Coming from a background in journalism, I had the opportunity to visit many places and observe different industries closely. I was motivated by a vision to create clothing for children that prioritises safety, comfort, and style—without compromising on quality or affordability.
Popees was born in 2003—not just as a business idea, but as a personal mission. I wanted to create baby products that parents could trust, that were safe, soft, and thoughtfully made.
As for the response—it has been overwhelming and humbling. From a single factory in Kerala to now operating three manufacturing units, over 2,000 employees, and producing half a million garments a month—it has been a journey of relentless learning and growth. Today, Popees is not just a brand; it is a name that resonates with trust in homes across South India and now globally too. And that trust keeps inspiring us to do better, every single day.
What is the core mission and vision of Popees Baby Care?
Our vision is to play a prominent role in adding to the happiness and well-being of as many children as possible.
Our mission is to offer the most comfortable and safe clothes and allied products for children, crafted with a deep focus on quality.
Popees has evolved impressively since 2003. What have been some key milestones?
2005: First factory in Kerala
2009: Started pan-India operations
2011: ISO certification and 400+ employees
2016: GOTS certification
2023: Crossed ₹100 crore turnover and launched in Australia & UAE
By 2024: Operating 86 Exclusive Brand Outlets (EBOs)
What kind of product range does Popees offer today?
Popees offers an expansive portfolio:
Apparel: From rompers to dresses and dungarees for children up to six years.
Accessories: Cradles, bath seats, footwear, feeding bottles, and soft toys.
Maternity care: Specialised products for expecting mothers.
How is Popees ensuring quality across such a diverse range of products?
Our in-house R&D, skilled artisans, GOTS and ISO certifications, and strict quality checks at every stage of production ensure Popees products are synonymous with hygiene, safety, and comfort. Even outsourced FMCG products are produced under tightly monitored formulations.
What role does technology play in Popees’ operations?
We have a modern manufacturing setup with advanced sewing, printing, embroidery, and quality control equipment like needle detectors and plotters. On the retail front, our omnichannel strategy integrates EBOs with e-commerce platforms for a seamless customer experience.
How do you balance growth with sustainability?
We maintain high standards through GOTS certification, eco-friendly materials, and modern, efficient factory setups. Quality and responsibility are embedded in every stage of production.
How does Popees contribute to local employment and the economy?
With over 2,000 direct employees and a broad network of supply chains, Popees plays a key role in uplifting local economies. We empower women and local artisans, especially in Kerala and Tamil Nadu, and promote skill development across our factories.
What role do Exclusive Brand Outlets (EBOs) play in your growth strategy?
EBOs offer a curated and consistent Popees experience, allowing us to directly engage with customers. With 86 outlets already in operation, they are instrumental in driving both domestic and international growth.
How is Popees planning to expand its footprint in India and globally?
We aim to scale up to 408 EBOs by 2029-30, establishing a strong presence across India and key international markets, including the UAE, Australia, and other GCC countries. By 2028, we also plan to enter the European market. Our expansion strategy includes launching stores in collaboration with influencers and local celebrities to strengthen customer connection.
What is the market opportunity you are aiming for, especially in India?
India has approximately 14.3 crore children under the age of 6, representing a ₹71,500 crore market. Capturing even 10 per cent would take us to ₹7,150 crore in revenue. That is the scale we are targeting by expanding our retail footprint.
Interviewer: Shilpi Panjabi
Published on: 09/05/2025
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
