In India, maternity products lack mass acceptance because of its very low penetration rate of nearly 1.5%. Maternity apparels are perceived to be ‘high living’ products’ which are generally affordable by upper middle class and rich class segment of the population. The western maternity apparels have showcased growing acceptance in India owing to rising awareness, increase in personal disposable income and increasing number of working women in India. Many maternity brands are now experimenting with new styles to provide their customers with more options.
The facet of maternity industry in India has transformed from an inoffensive small time interest into a composite commercial industry. The opaque line of differentiation between maternity apparel and regular clothing designed for casual, business and daily wear is gradually defining a revolution in the maternity products landscape in the country.
The maternity products market in India is largely concentrated amongst the giant retail stores, Mom & Me and Mothercare which capture a significant portion of industry revenue. Increasing media exposure and awareness amongst women has aided the popularity and growth of maternity products market in the country. The market is expected to grow in terms of volume with rising demand and growing preferences of the Indian women especially for western maternity clothing. As the women become more fashion conscious, the demand for maternity wear is expected to further rise, thus leading to increased penetration rate of maternity industry in the country. New product innovations and better quality garments will be the key growth drivers of the maternity apparel industry in India in the coming years. The growth will be further fuelled with expansion of retail stores of maternity products in Tier II and Tier III cities. It is believed that the maternity apparels needs to be made available in affordable price range to attract the price conscious Indian consumers.
The baby care products industry in India has also been experiencing exceptional growth in the recent years, making India a lucrative market for such products amongst the other emerging nations across the globe. Rising income levels, fewer children per household, increasing awareness level amongst parents to provide superlative care for their children, increase in working women population and increased expenditure by parents on baby care products are some of the major growth propellers of this industry. The growing population in the age group of 0-4 years in the country provides tremendous growth opportunities compared to any other baby products market globally.
As the new age parents in the country are overcoming the reluctance to use baby care products, the demand for such products is escalating. E- Commerce channel is the most efficient and convenient way of shopping nowadays .Thus, online baby care products market has a favorable future in store. The major players in this market are Babyoye.com and Firstcry.com, both conceptualized in 2010 and at present are the leading players in the online baby care industry in India.
“Rising awareness amongst parents regarding baby hygiene, increasing household income and entry of potential new players are expected to drive the future of Indian baby care industry to new heights. Increasing number of baby care products’ commercials on television and other media channels are supporting demand for baby care products in India. Many brands in addition to the baby care products, offer vast range of products for moms as well such as Mom and Me. International brands such as Chicco have adopted the franchisee route to enter into Indian baby care market, which will further aid the market growth”, according to the Research Analyst, Ken Research.
The report titled “India Maternity and Baby Care Industry Outlook to 2018 – Hybrid Expansion of Retail and Online Channels to Lead the Future Growth”, provides detailed overview on the Indian Maternity and Baby Care Products Market and helps readers to identify the ongoing trends in the industry and anticipated growth in future depending upon changing industry dynamics in coming years. The report will help industry consultants, maternity brands and baby care product companies to align their market centric strategies according to ongoing and expected trends in the future.
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