No Child’s Play: Being Human makes a mark with kids’ wear

Bollywood actor Salman Khan’s Rs 300 crores retail venture, Being Human recently ventured into boys’ wear. It is a growing market and the company is positive that it will yield results soon. They have launched a vibrant range of summer clothes for boys and the same trend will be followed for winter wear too.

Peppy, vibrant range marks kids’ wear collection

The summer line is full of bright colours and peppy styles, and the range includes super soft laundered T-shirts, jogger pants and shorts in bright colours. Then there is an indigo line and summer beach holiday line. A range of T-shirts come under Being Human’s street sport collection. For winter this year, the brand will focus on street sport inspired trend which includes a lot of grunge graphics and combination of influences from West to East. Indigo is the binding element. So there will be flannels, stylish casual jackets and hoodies and a huge range of jeans. T-shirts account for almost 70 per cent of entire knits category.

Kunal Mehta, VP Marketing and Business Development, Being Human, says, “Joggers/track pants is the fastest growing category as it is not only comfortable and practical but is a part of new fashion of sports inspired trends like Athleisure and street sports.”

Knitted with love and demand

Knitwear sees maximum spending in the kids’ wear segment. However, pricing is still a major challenge since kids outgrow their clothes pretty fast. For parents that is a factor that they have to keep in mind when shopping for kids. That’s why many parents are hesitant to buy expensive clothes especially if they are casual ones. Also, the target consumer of super premium/ designer labels is totally different from premium brands and retailors. So, the question of one having an edge over the other does not arise.

Mehta says the knitwear category is growing at a good pace. “The growth drivers are increase in the organised retail and online retail boom that we have been witnessing since last few years. To the kids’ wear segment, it will account for almost 50 per cent, as for contribution to total knitwear segment we don’t have the data at the moment.”

In 2012-13, Being Human was Rs 60 crores revenue company. In 2014-15, sales rose to Rs 235 crores and this year, the company is hopeful of making Rs 300 crores. Being Human apparels are manufactured and marketed by textile and apparel firm Mandhana Industries. It has partnered with Khan’s Being Human Foundation and is now looking at going deep into the Indian market through a franchise route. It already has a licensing agreement with the foundation for a global presence.