Witnessing a steady growth of 80 per cent year-on-year, children’s night and lounge wear brand Proteens from Bodycare International is present through 120 distributors in about 6,000 MBOs across India. The brand is now looking at achieving a turnover of Rs 25 crores next financial year. Also on the cards is introduction of lounge wear for men and women by next winter and a super-premium range in kids’ night/lounge wear by next year summer. Elaborating on their plans, Mithun Gupta, Director-Marketing, Bodycare International says, “The brand was launched in 2006 with a product portfolio of night wear and lounge wear for boys and girls between the age-group of 3 to 14 years. We are licensees of Disney and Barbie in different categories. Apart from selling Disney products, we can use their characters on our products. We also have a license for Cartoon Network and Hot Wheels characters.”
Adding further, he explains, “We have two ranges in Proteens, a basic range and a premium range. While the basic range targets the middle class, premium range is for the upper middle and upper class. There is no difference between basic and premium in terms of quality but the premium range comes with value additions like embroidery and patch work. We are planning lounge wear for men and women in the coming winters and a super-premium range in kids’ night/lounge wear by summer next year.”
Commenting on the prospects of kidswear industry in India, Gupta opines, “The junior wear market is growing at a rapid rate since people are shifting from non-branded to branded products. It’s growing by at least 30 to 40 per cent a year and about 70 per cent of the market is still unorganized, so there is a lot of potential for growth. And there is a good demand in all ranges. With the premium range we were targeting Tier I and II cities. Now with the basic range, launched this summer, we can cater to Tier III cities as well.”
On a positive note, Gupta explains that the market has huge potential and conversion of un-organised market into organised will lead to an increase in demand for brands. “FDI will increase the demand for brands in organised retail. And the country’s apparel market will be taken to the international platform,” he sums up.