Ama­zon In­dia Looks to Grow with Kids; Hunts for Brand Part­ner­ships

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Ben­galuru: The fash­ion cat­e­gory of on­line mar­ket­place Ama­zon In­dia is bank­ing on the se­lec­tion for tod­dlers and kids to lead­sig­nif­i­cant­growth.Th­e­sub­cat­e­gory, which fo­cuses on footwear and ap­parel for 0 to 14 years of age, has stitched up brand part­ner­ships and ex­clu­sive on­line launches to in­crease traf­fic from ex­ist­ing shop­pers on the site. “While young pop­u­la­tion is im­por­tant, our share of buy­ers in the mid-30 years bracket is high, who are also likely to be par­ents. The per­cent­age of these peo­ple shop­ping with us on other ver­ti­cals is high and this is a nat­u­ral ex­ten­sion,” said Arun Sird­esh­mukh, head, Ama­zon Fash­ion In­dia. The kids fash­ion vertical grew 2.5x in 2016 in terms of the units sold, though ex­act num­bers were not dis­closed by Ama­zon In­dia. The mar­ket­place also added that kids cat­e­gory was among the top per­for- ming dur­ing the Great In­dian sales pro­mo­tions with over 6x in­crease in run-rate over nor­mal days.

The com­pany launched 30-plus brands over 2016 in the kids’ ap­parel and footwear cat­e­gory in­clud­ing names such as The Chil­dren’s Place, Puma kids, French Con­nec­tion, Tommy Hil­figer, Biba and a cu­rated char­ac­ter store which is associated with brands like Bar­bie, Dis­ney and Spi­der­man.

The mar­ket­place has also started a footwear store for tod­dlers be­tween zero and two years of age, cit­ing ease of show­cas­ing prod­ucts for the age group. “Brands such as Bri­tish Knight have an ex­clu­sive line with us while Bub­blegum­mers from Bata are avail­able only with Ama­zon In­dia mar­ket­place apart from off­line,” said Sird­esh­mukh.


While the mar­ket­place has pri­vate la­bels across cat­e­gories like women’s and men’s ap­parel as well as home dé­cor, small ap­pli­ances and kitchen, the kids vertical hasn’t seen the launch of a pri­vate la­bel yet.

“We might even­tu­ally do that, but we are fo­cused on strength­en­ing the brands in the space. Kids es­sen­tials such as di­a­pers are an ex­ten­sion of the pri­vate brand play and we do not have plans of en­ter­ing the space in the im­me­di­ate fu­ture.”

The push for ex­pand­ing this portfolio takes on suc­cess­ful om­nichan­nel vertical busi­nesses like FirstCry and niche play­ers like Hop­scotch which re­tail prod­ucts for the baby, kids and mother con­sumer group. The kids’ space for Ama­zon’s North Amer­ica busi­ness cov­ers sub­scrip­tion model for STEM toys, ex­clu­sive con­tent on prime and other ver­ti­cals.

The In­dia mar­ket­place has seen a ma­jor push for Ama­zon Fash­ion, one of the cat­e­gories where ri­val Flip­kart leads the mar­ket post the ac­qui­si­tion of vertical fash­ion player Jabong.

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