The company that started in 1980 with just four stitching machines by making readymade garments has today become one of India’s most popular kids’ wear brand – Gini and Jony. It now plans to strengthen its width and depth in terms of offerings and presence as the fashion destination store for kids. What’s more it’s now looking overseas especially in Asia to spread its network. As Anil Lakhani, Executive Director of Gini & Jony explains “We deploy a shadow strategy wherein our presence is in the high brand consumption markets that typically comprise metros, mini metros and Tier I, II cities. These being mature markets, provide us with a good customer base, which is predisposed towards brand consumption. We have more than 200 EBOs across the country and are exploring other the Asian markets like Bhutan, Bangladesh and Nepal,” Lakhani explains.
The brand launched in 1994 today gives stiff competition to most foreign labels that have entered India more recently. Tracking the brand’s journey till date, Lakhani says, “We believe that children must be happy. It’s the only goal we set for ourselves. A happy, laughing child is one of the best sights of life and we believe that childhood lasts a lifetime.” The brand’s mission is to become the most trusted and desired kid’s fashion brand in the country. And it has done it well for today, Gini and Jony is available in more than 80 cities, spread across over 1,000 retail touch points collectively. What’s more it has become a Rs 500 crores brand with 30 per cent business growth year-on-year. Lakhani adds, “Even in the current time of recession, when other brands are struggling for survival, we are growing at a safer pace.” No wonder the brand has an 11 per cent market share in the organized kids’ apparel market.
Gini and Jony’s trendy yet comfortable product offers a wide choice for both boys and girls. Contemporary designs maintaining the most stringent norms in terms of quality standards are the brand’s USP. “Moving ahead, we want to leverage on our strength and expertise in retail by launching chain of stores that will be a ‘fashion destination’ for kids. These would cater to the entire wardrobe needs of kids,” Lakhani elaborates. He feels FDI will help the Indian kids’ market grow, as he says, “It will help expand the category which is still underdeveloped compared to the men’s and women’s apparel category. There is still a consumer perception and a barrier towards spending on kids’ apparels since children are in their growing years. The influx of international kids wear brands will help widen and change consumer perspectives.”