Ant spreading its retail network across India

For kids’ label Ant, 2011 was a year of rapid expansion. “Compared to the previous year, we grew more than twofold. We are in 125 large format stores. We are with Central, Megamart, Maya and Brand Factory and have signed up with Spencer’s.

We also have five EBOs now,” explains Unnamalai, CEO, Aster Apparels makers of Ant.

Commenting on the positivity of kids’ segment and growth momentum, Unnamalai says, “Brand consciousness is growing. Even children are interested in brands. With foreign labels coming in and malls opening up in Tier II cities, the demand and growth potential of the segment has risen. Even large formats are going to Tier II, III cities.”

Since competition is not very intense, there’s room for more players in this segment. “You can have at least 10 more major players in this market for effective competition. There should be more competition that will perk up the market. We need brands and more aggressive players,” Unnamalai opines elaborating on the prospects of the organised market for kids’ wear.

The company is looking at increasing its MBO network by having minimum 10,000 sq. ft. space. The brand is doing well in the southern markets. Elaborating on the collections that are in and difference between the international and their own offerings, Unnamalai says, “Polo pants are coming up in a big way. International brands are giving replicas of adult clothing especially when it comes to tees, jeans, cargos. Our brand caters to Indian customers and we have a vibrant way of dressing up. International markets are different, their colour pallets are different. For summer ’13, we have themes like Flamingo, Globetrotters, Be Happy and Be Dirty.”

Talking about whether, cartoon characters are still a favourite among kids, Unnamalai says, “Cartoons have limitations. No one cartoon character can tie down a child for long. A child’s interests keeps shifting. It depends on the flavor of the moment. You need to keep in touch with children’s tastes. But we also refer to international colours, international websites, select the appropriate designs and go ahead.”

She feels since junior wear doesn’t follow the usual spring/summer and autumn/winter route, it’s more dynamic. “At one time I had three designs seasons a year. But now I work every 15 days,” she sums up.