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Boom time for toddler's lifestyle products

Jan '06
It's a market that's as young as it can get. Lifestyle products for toddlers up to three years old are the most recent new things to catch the brand fever.

With the retail explosion in full steam, the likes of Gini and Jony, and Weekender Kids are being joined by global elites like Benetton that entered this segment in mid-'05.

Apparels aside, it's the basic essentials like cots, cribs, baby products, diapers et al that are making cash registers of retail stores go ka-ching!

The elite and brand conscious (Sec A and B) those who don't mind spending a monthly average of between Rs 15,000-30,000 are aplenty.

The initial investments are for cribs, cots and prams, and if these are brought from Mumbai or for that matter imported from Dubai, no one's complaining.

“The local carpenter can make one for much less than our sale price, but the clientele we have want something exclusive and top notch. That's why we have prams and cots imported from Dubai (that start from Rs 2,500 and can go up to Rs 4,500 a piece). There has been an increase in imports also,” says Gautam Mehra, assistant general manager (operations), Ebony, Chandigarh.

Adds Tanu Mehtani, Owner of Mums Mall, a shopping centre dedicated to toddlers, “We bring in state-of-the-art cots and cribs from Mumbai-based manufacturer Bravo, which start from Rs 9,000. It is the clientele demand that we need to cater to. We have also been doing customised theme parties that caterto newborns and have become a rage.”

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January 2022

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