India’s children’s clothing market is growing at a 14.5% CAGR, driven by higher incomes and fashion-conscious parents. Here’s what brands get right and wrong.

What Brands Get Right

1. Cultural Relevance: Traditional designs for festivals resonate well (e.g., FABINDIA LIMITED ).
2. Quality and Comfort: Soft, durable fabrics are prioritized (e.g., H&M , Mothercare PLC ).
3. Affordability: Value-for-money brands like Max Fashion India and Reliance Trends – Official are popular.
4. E-commerce: Online sales surged by 53% in 2021, with brands like FirstCry.com (BrainBees Solutions Ltd.) thriving.
5. Innovative Marketing: Effective social media and influencer campaigns (e.g., Pampers Professional )

What Brands Get Wrong

1. Regional Preferences: One-size-fits-all approaches fail in diverse markets.
2. Sustainability: Only 18% of brands focus on eco-friendly clothing, despite 43% of parents valuing it.
3. Sizing Issues: Poor fit due to standardized sizing not accounting for diverse body types.
4. Neglecting Offline: 65% prefer physical stores, especially in Tier II and III cities.
5. Customer Engagement: Lack of after-sales support and community engagement hampers loyalty.

To succeed in India’s booming market, brands must balance quality, affordability, sustainability, and engagement, leveraging both online and offline strategies effectively.