Morison Baby Dreams plans organic clothing for babies

With an annual turnover of about Rs 20 crores, clothing brand for little ones, Morison Baby Dreams, is planning to cross Rs 30 crores turnover this year. “We were also looking at introducing organic clothing for babies and have already found manufacturers interest in such a range. Since there

is a demand for organic clothing, we are planning the organic range by the end of this year,” says Mini Nair, Brand Manager-OBD, Morison Baby Dreams, elaborating on company’s immediate plans.

The c

ompany also wants to introduce basic apparels in soft material for newborns targeted at Tier II, III cities such as Kolhapur, Solapur, Jalgaon in Maharshtra, interiors of Tamil Nadu like Tirunelveli.

Exclusive products for babies

The brand launched 30 years back started with a range of feeding bottles and nipples as its product line. “It was strong only in the eastern market, mostly in West Bengal, but in the last two years, we have introduced a range which is more into accessories, gifting, mother ranges and baby apparels,” explains Nair.

Last month, the company launched its premium range of apparels. Catering to the value for money level, the brand’s prices are kept affordable for everyone. The MRPs of the apparels range from Rs 190 onwards for a simple set of three bibs and caps and booties. “We also have cloth wraps, rompers, baby wrapper. We just started with basic items in baby apparels. Very soon we are planning to introduce other ranges in apparels, once the basic items start getting good response in the market,” states Nair.

Retail network

The brand is present in Star Bazaar, Metro, Spencer’s Retail as well as Health & Glow and online platforms such as Firstcry, Babyoye, Snapdeal, Flipkart, among many others. Nair says that the product range is getting a positive response and is doing fairly well through all these retail points.

Talking about the segment’s prospects, Nair says, “Nowadays the class of working mothers is increasing. The industry is definitely going to boom and it is increasing at 12 percent CAGR. I am sure with the kind of demand coming for the baby range, many companies are venturing and introducing new innovations under this segment.”