Green is in and this time you can wear it too. After food, the idea of going organic has seeped into clothing with Noida and Gurgaon-based companies launching organic kid’s wear. As intriguing as it sounds the products are catching the fancy of planet-conscious parents.
Organic clothing refers to apparel made of organic cotton grown without chemical pesticide or fertilisers. Gron Stockholm and Nino Bambino are manufacturing and retailing kids’ apparel and accessories.
As per Assocham survey, retail market has seen an increase in production of organic clothes. By 2015, the kids wear market in India is set to increase to Rs 30,000 crore, with organic apparel having a significant contribution. Taj Needlecraft catering to domestic market launched Gron Stockholm in India last October. It has tied up with half-a-dozen European brands to supply organic kidswear in India. While the manufacturing is done in Gurgaon, it is sold under European brand names.
“Parents always want to buy clothes which are safe. Organic clothing is harmless to skin and also don’t harm the nature. You can get the comfort of ultra-soft cotton without all of the potentially harmful toxins that normal textiles are saturated with and take care of your precious little kid,” says Deepak Agarwal, CEO of Taj Needlecraft.
Being an offline business, Gron is selling its brands in India through three outlets, one in Gurgaon- DLF Mega Mall and two in Delhi- DLF Place at Saket and DLF Promenade in Vasant Kunj. Other brands are Geggamoja, Mijn and Bamboo Baby.
Nino Bambino from Noida is the latest entrant launched in December 2012. It is a purely domestic organic clothing line for babies and is presently offering range for kids up to 6 years. Nino is an online selling company manufacturing organic kidswear from its Noida plant.
“Organic market is at very nascent stage in India and there is lot of opportunities in kids apparels. In the first two months we sold over 1,000 pieces. Baby suites and romper suits are very popular amongst parent,” says Vickram Kumar, managing director of Nino Bambino.
The key people behind both the brands have many years of experience in baby apparel manufacturing, designing and exporting of organic cotton kidswear. Although Delhi-NCR and other major cities are in focus but they are hopeful to get enquiries from tier II & III cities as well.
Gron Stockholm’s business model focuses on offline retailing but will soon be coming up with online version- Web Shop. “We will achieve breakeven within the first year and have been successful in retaining customers. We plan to scale up presence in India by pumping `15 crore to set up 25 new stores across big cities in the next one year or so,” highlights Deepak.
For Nino Bambino it’s a mix model, as they prefer direct retail, channel partner, online & offline business model. “Apart from own online sales, we have recently done couple of tie-ups, including First Cry, Asia’s largest online shop for baby products that will be selling our eco-friendly kids wear. We also plan to soon open up our branded stores,” said Vickram.
Adding further he said, “We will achieve breakeven in two years and grow at 100 percent annually.”