‘Baby-care segment takes off online’ says Assocham study

The e-commerce market in India has already attracted 106.66 million dollars (over Rs 650 crores) in foreign direct investment so far. The market grew at a staggering 88 percent in 2013 to 16 billion dollars (over Rs 98,000 crores), riding on booming online retail trends and defying slower economic growth, says a survey by industry body Assocham. As the internet user base grows in India, consumer comfort to shop online has grown with over 20 million internet users transacting online and over 60 million users going online to check for products.

The study points out that apart from electronics and apparels, baby-care product segment is really taking off online. The present online baby-care market comprises of segments such as baby food, skin care, toiletries/ diapers, toys, gears and baby nursery. The market share for baby care products is 5 billion dollars (over Rs 30,000 crores) of which baby clothing constituents 65 percent, baby gear and outdoor is about 18 percent and baby FMCG is about 17 percent. The share for baby care products online is 100 million dollars (over Rs 600 crores) in 2014 and is expected to grow to 500 million dollars (over Rs 3,000 crores) by 2017.

The baby-care product category is seeing phenomenal growth in search queries. The most searched brands for baby clothing are Mothercare, Carter, Snuggles and Mom and Me. Chicco, FisherPrice and MeeMee are the most searched brands for baby gear and strollers. Huggies, Mammy Poko Pants and Johnson & Johnson are the preferred choice when it comes to diapers and pampers.