Online and offline retailers cash in on baby boom

The country’s next retail battle could well be fought in the maternity and childcare segment. With 20 billion dollars (Rs 1,34,310 crores) in sales and growing at an estimated 17-18 per cent, the segment is witnessing intense interest from both online and offline players. The players, including Amazon, Arvind Lifestyle Brands and Babyoye, are pushing to corner a sizeable chunk of the market.

Rising disposable incomes, a growing demographic of child-bearing women, the availability of a wide range of quality branded products and services; and most importantly high aspirations of parents for their children are the major drivers for the brisk sales of baby diapers, carriers, apparel, shoes and jewellery among other things.

Amazon has ramped up its baby (0-2 years) category consumables to 1,60,000 SKUs (stock keeping units) including diapers, prams and toys, ranging from 100 for a baby shampoo to 50,000 for imported strollers. In the last 12 months, the exclusive international brands it launched like Maclaren, Ergobaby, BabyBjorn, Clevamama have seen brisk sales despite their high price tag.