Infant wear Tango to grow at 15 per cent this year

Infant wear segment is a specialised category. Even though the demand is huge, there is no homegrown brand which is a market leader. It is in this market that Tango and Taeko have been operating since 1999. While Tango deals with infant wear for both boys and girls, Taeko is only for boys in the age group 2-8 years. The company, Kolkata-based Gemini Lifestyles, is hoping for a 15 per cent growth this year. Also, they are targeting the 2-8 age group for girls.

Gemini Lifestyles uses 100 per cent cotton for their infant wear. After all, the comfort matters the most, especially when it comes to babies. As Kishan Tantiya, Director, Gemini Lifestyles, says, “Comfort matters a lot in this category, and we are providing that through our offerings. Infant wear business is more fabric-oriented and less about fashion and designing. We are providing shorts, leggings, baby suits, girls’ panties, jackets, vests etc.”

Fabric is the king in this category

In infant wear fabric is the king. Once the manufacturers understand the fabric, it becomes easy to source the best. Earlier Gemini Lifestyles was dealing with undergarments, on realising that it has low margin and is a brand-oriented category the shifted their focus on kids’ wear. In comparison, infant wear is not brand oriented and people go for fabrics that are soft and comfortable. After all they are more concerned about getting the best quality for their babies. So, Tango ensures that the best quality cotton is used in its garments.

Global players make it more interesting

In the premium segment, a few global players have entered the market. Some of them have nearly 100-150 years of experience. Tango is targeted at the middle class but finds takers among upper middle and lower middle class too. However, it’s not too bothered about the international players taking away its share of the market. The infant wear market is growing and there is space for everyone.

Tango is available in 700 stores across the country, mostly large formats. The company believes that demand for products comes faster in this type of retail besides being very fair from business point of view. Genuine products get sold easily through this channel. In this form of retail, retailers do everything on their own, they are not forced. As Tantiya explains, “They pick what they like and shun if not matching their expectation, they can take decisions without any pressure. Then we are available through small retailers also, about 30 per cent of our retail happens through this medium. In our category, EBOs are not helpful, they require a big range. We are also with some online portals.”