A green-tinted look at India’s children’s clothing market
Let’s talk about children’s clothing.
Did you know… India is one of the largest contributors to the global retail market and is gradually growing to become a hub for children’s clothing?
Yes, the Indian children’s wear market was estimated at $16.4 billion in 2020, and experts predict the industry to grow steadily at a CAGR of 14.5% between 2022 and 2026.
Now, this comes at a time when consumer tastes and preferences are changing, transforming and, more importantly, being governed by factors such as health, wellness, environmental well-being and sustainability. Research indicates that customers place great importance on aspects such as fabric, texture, comfort and environmental impact when shopping for children’s clothing. The result? Conscious consumption, of course!
Conscious consumer habits have stimulated a new and urgent demand for natural and organic textiles. And in the face of this wave of demand, a benchmark has been set in recent years, one that forces companies to reimagine their supply chains, not just to seize market opportunities for themselves, but to leap into the highly lucrative train and boost the organic children’s clothing market in India.
According to sustainable fashion experts and ethical designers, organic clothing helps refresh and detoxify the body, as well as reduce stress levels. Add to that the fact that this material is non-toxic, hyper allogenic, light, breathable and above all respectful of natural resources, and you have the perfect material for your child’s sensitive skin!
Emma Watson once said, “As consumers, we have so much power to change the world by simply being careful what we buy.” This quote perfectly sums up the sentiment that is growing by leaps and bounds, not only within environmental groups but also within family communities.
21st century parents are no longer passive in their quest for quality clothing for their children. In the digital age, where choice, convenience and cost-effectiveness are the norm rather than the exception, parents have taken an active role in finding the best materials and styles for their little ones. After all, there is no greater motivation than concern for a loved one.
The shift from nylon, rayon, polyester and other synthetic fabrics to cotton (and more recently organic cotton) is rapidly gaining traction. And this can be attributed to increased awareness and understanding of natural fabrics and their positive impact on the health and well-being of all living things. With increased awareness comes the inherent need to transition to a more sustainable lifestyle. Because what parent doesn’t want the best for their children?
The green wave, which is shaking up the Indian retail world, is further aggravated by the advent of the digital revolution. And it’s no surprise how central technology and marketing play a role in making organic kids’ clothing more accessible and viable. Of course, many still view this segment as a niche, luxury, high-maintenance product, but that notion is changing.
With e-commerce portals, buying organic children’s clothing becomes a simple and straightforward prospect, where one can easily access a wealth of information, verify the authenticity of materials, explore features and benefits, view clothing size charts, confirm washing and care instructions, view how items look on a model, compare prices, and return or exchange. It’s as simple as logging in, virtually browsing a store, locating the product that meets a list of requirements, and making payment digitally. Incredible, right?
Another factor contributing to the rise of “organic” in the children’s clothing market is brand transparency. Brands are becoming more honest about things like manufacturing practices, farming techniques, waste management, transportation and packaging. They also address issues related to factory conditions, labor laws and the never-ending effort to reduce the carbon footprint.
It is incredibly refreshing to see how marketing communications carves out a privileged space to shed light on important issues such as social responsibility and accountability, towards the planet and its inhabitants, without leaning towards “greenwashing”. This commitment to truth builds trust and credibility in the eyes of the target audience, and also works for the greater good of all environmental actors.
Let us take a closer look at another dominant factor contributing to the growth of the organic clothing market in India and, consequently, the organic children’s clothing market in India.
You may be surprised to learn that the Indian textile industry has always been based primarily on organic cotton. According to a report, the textile industry is presented as the second most job-creating sector. And the prospect of maintaining this employment is a powerful incentive to maintain the prosperity and expansion of the industry. So, you see, nurturing this industry is a win-win situation for everyone.
Here are some interesting anecdotes. Ahmedabad, also known as the “Manchester of Indi”, is one such cotton growing region famous for its textile production. What makes this city stand out from others in cotton production is the fact that it is blessed with a humid climate, an abundance of cheap labor and easy access at a port facility.
As you can see, there are a plethora of economic, demographic, geographic and behavioral influences that govern the organic kids clothing market in India.
Market trends and lifestyle changes, coupled with growing parental awareness of children’s health and environmental health, have propelled the expansion of this industry.
Plus, supporting “organic” means never having to compromise on utility, style, cost, wellness, fitness, or ethics.
It is safe to say that the production, consumption and distribution of organic products in the children’s clothing industry in India is a catalyst for something much bigger and better.
Wondering how it is, exactly?
Well, it’s quite simple, really. The presence of a lucrative organic clothing market is a silent pledge and promise to uphold the rights of every living thing.
Pharrell Williams said it best. “Fashion can be a universal player in protecting the planet”.
Do you agree?