This document discusses the kids apparel market in India. It notes that the market is currently worth over Rs. 37,000 crore and is expected to grow to Rs. 72,000 crore by 2021. Established players in the kids wear market include brands like Lilliput, Gini & Jony, Catmoss, and Mom & Me. The document also provides details on two specific brands, Gini & Jony and Ruff Kids, including their histories, strategies, loyalty programs, and promotions.

2. Retail Management Project
Kid’s Apparel
Ginnie & Johnie, Ruff and Mom & Me

3. Children’s Apparel
Market in India
• More than Rs. 37,000 Crore
• Around Rs. 3,000 Crore is
constituted from branded Kid’s wear.
• Likely to touch Rs. 43,000 Crore by
2016 and Rs. 72,000 Crore by 2021.
• Designer Kids wear Market to hit Rs.
92,000 Crore by 2016.
• Growing at 20% CAGR
• High awareness level of fashion
trends amongst Kid’s.
• Segment contains 1 – 14 Age Group.
Source :
www.indianretailer.com
Kids Ethnicwear : Promising & Untapped Market by Amit Gugnani

4. Established Players
in Kids Wear
• Lilliput
• Gini & Jony
• Catmoss
• Mothercare
(Partner –Shopper’s Stop)
• Mom & Me by Mahindra Retail
• Zapp by Raymond
• Ruff Kids by D. S. Corporation
• Weekender with Walt Disney & Warner
Bros.
• Barbie
• Disney
• Benetton

5. The FDI
Environment
• Entry of large
international
retailers.
• First expected
category
fashion /
apparel.

6. Why India?
• 0.5% CAGR population growth
over last 10 years.
• Growing disposable Income of
families
• Children aware of Fashion &
Brands
• Kids have become independent
buyers
• Status conscious parents
• Celebrity influence
• TV Channels influence
• Fashion has percolated down to
Tier-II and Tier-III cities like
Dehradun, Nashik. etc.

7. Category
Growth
• Girls wear to grow faster
• Ethnic Wear constitutes
15% of total kids wear.
Estimated worth INR
5630 crore. Growing at
10% for boys and 11%
for Girls.
• Western Wear fount
more comfortable.
• Mothers garments and
infants are newly
included.
Source : Technopak Analysis

9. History
• Started by Prakash Lakhani in 1980 as M/s Ganga & Co.
• In 2004, company gave life to its characters “Gini & Jony”
and their 10 friends.
• 2006, clubbed with Pantaloon Retail India Pvt. Ltd. and GJ
Future Fashions Ltd. Was born.
• 2005, offered equity to Anil Dhirubhai’s Ambani Groups
Sonata Investments Ltd.
• 2007, Launched a Concept Store GINI & Jony Freedom
fashions that racked international brands for kids.
• 2008, Launched Baby Dreamz for Just born & Infants

10. Strategies
• Apparel Manufacturer & Distributor
• Provides accessories like footwear, eye wear, belts with clothing.
• Markets its products through franchisees, retail shops, factory
outlets & multi-brand outlets.
• 2 manufacturing facilities in Daman & Baddi (Himachal Pradesh)
• Products marketed through 250 exclusive outlets & Malls.
• Mission to become the most trusted and desired fashion brand in
India with its specialty brands and imported brands.
• Focusing on large format stores across 65 cities.
• Caters the economy, mid-income & high-income group.
• Association with international brands like United Colors of Benetton

11. Loyalty Program
• Rewards program known as ‘Wonderworld Program’.
• All customers are registered for the program.
• Members get instant updates of offers and discounts available at stores.
• Rewards in the form of points on every purchase.
• Mobile app available for the Program
• Silver Member (Rs. 0 – 9,999/-) 3 points per Rs. 100/-
• Gold Member (Rs. 10,001– 19,999/-) 5 points per Rs. 100/-
• Platinum Member (Rs. 20,000 & above) 7 points per Rs. 100/-
• Every 100 points = Rs. 75/- discount on the bill.

12. Promotions, VM & Schemes
• Gift Vouchers starting from Rs. 250/-
• Website for shopping products available
• Cash on Delivery option available
• Website and Shops contain similar trends.
• Shop layout combination of Spine & Free-Flow Layout.
• Promotions in Newspaper & online media.
• Upto 50% Off Sale during June-July.
• Customer Feedback Forms available at stores.
• Follows Seasonal Trends for Visual Merchandising.

14. History
• D. S. Corporation (flagship brand of Dearson Group)
• Started manufacturing of garment since 29 years.
• Started in 1980 with party wear and Formal wear .
• Managed by Patca Brothers.
• Ventured in manufacturing of Casuals in 1995 under
the brand Label “RUFF”
• RUFF KIDS" products are manufactured and
marketed under the labels of "RUFF BABY" & "RUFF
KIDS" to cater to the needs of children from 1-3 yrs
& 4 -16 yrs age respectively.

15. Strategies
• Being the trend setters in kids wear.
• Creating international fashion trends.
• Maintaining constant innovation.
• Committed to provide international quality fashion garments &
accessories for kids.
• Extreme care for selection of fabrics.
• Works on Dealer, Franchisee, Distributor Model in India &
Overseas.
• Exclusive Store Outlet, Multi Brand Outlet Store, Large
Format Stores available.
• Caters to Mid and higher income group customers.
• To create an international market presence & expand the
market share exponentially.
• TO create a striking image and fresh new products to gain
momentum & world wide recognition.
• Currently 14 Exclusive Brand outlets, 44 Multi Brand Outlets &
association with 7 Large Format Stores like Shoppers Stop,
Central, Globus, etc across India, 35 Stores outside India.

16. Offers & Promotions
• Schemes in Fan-Feb & July-Aug of upto
50% Off
• Buy for Rs 4000/- and get a bag free offer.
• Worldwide trends followed in shops.
• Visual Merchandising used to portray the
trends.
• Most of the offers and promotions on
Website.

18. • Expansion of Online
apparel stores a threat.
• Retail Outlets along with
their sites allow the
touch & feel experience.
• Entry of stores like
Mother Care & Mother &
Me.
• Exclusive Kids Store can
be attractive for quality
conscious parents.
• Unorganised Sector still
more strong in this
sector.
• More disposable income &
more malls attract new
customers everyday.
• Entry of International
Brands
• Local & Owned brands
can be cheaper and
good in qualtiy.

19. Thank You