Chicco aiming to be top baby care brand in India

Chicco, the 60-year-old Italian brand, is one of the largest baby care brand in the world. Present in India for the last four years, Chicco has taken various initiatives to establish brand presence in the country. “In the last four years, we have been building our India business. India is an important market

for Chicco in the world,” opines Rajesh Vohra, CEO, Artsana India.

The brand is present across categories, from nursing and cosmetics to fashion wear, toys and travel. “We want

Chicco to be the leading baby care brand in the zero to three years category, in the next five years. This will be done through our own shops and shop-in-shop formats,” Vohra says.

A wide choice in kids’ fashion

In fashion, Chicco offers a wide range of clothes and shoes for infants from zero to four years old. “We provide one of the best styles and most of our products are imported. We want to maintain the global appeal of our products in India as well. Fashion plays an important role in building our brand image,” explains Vohra.

As per market insights, the infant wear category is among the most challenging because kids grow up fast and parents feel new clothes will lose their relevance in a few months, so they do not want to indulge too much. “These are early stages of a child and they want to give the kid maximum comfort. If the child is not wearing the right kind of fabric, he/she would not be comfortable. In India, we felt that infant-wear is a segment where nobody had paid much attention, so we opted to act as differentiator and put in all our efforts in building the business,” explains Vohra.

Retail footprint in India

Chicco is present in 40 EBOs and shop-in-shops. The company has decided to stick to the premium positioning that Chicco enjoys worldwide. So it has been careful about retail expansion and selecting places where they want the brand’s presence without compromising on price points. “We are looking at premium shop-in-shops where we can develop our business and would like to be restrictive in our choice. As far as fashion is concerned, we are only looking at our own stores and shop-in-shop formats.”