Bunga Tunga: The new entrant in kids segment

A new entry in the kids’ apparel world brand Bunga Tunga was launched during the 54th National Garment Fair held in Mumbai recently. The brand belongs Anika Apparels, a Creative Group company an established player in apparel exports.

It also has an established brand 109° F in casuals and Portico in home furnishings, towels, bath and bed. The company has now decided to utilize its manufacturing expertise, designing capabilities and international exposure to venture into children’s wear with the launch of Bunga Tunga.

Commenting on the marketing strategy for the new brand, Rachna Singi, Director, Bunga Tunga says, “We launched the brand this month during the garment fair and by March 2013, we want it to be a Rs 2 to 4 crore brand. Currently, we are in discussions with large format stores and distributors, agents to formally launch the collection in the market. To begin with, we want to enter Tier II cities and online platforms. In a couple of weeks, we will launch the brand through our website, where we already have a presence of multiple brand collections.” As of now, the strategy is to create brand presence through e-commerce, large formats in major metros and multi brand outlets in Surat, Bangalore, Pune, and Hyderabad.

Bunga Tunga caters to boys and girls aged 3 to 12 years. The product range consists of jerseys and T-shirts, to which the company plans to gradually add hair accessories, bags, belts, swimwear, and shoes in a month’s time. “For summer 2012, we have themes like Gypsy, Safari and Vintage. Gypsy will have cargos in colorful, bold prints. Vintage has adult looking garments for children and Safari is functional wear in matching colors,” Rachna explains.

Talking about the current styles and trends in kidswear, Rachna says, “Our clothes are fun and bright since the collection has to appeal to both mom and the child. We appeal to mom with prices and fabrics and with the fun aspects we appeal to children.” The brand is trying to develop two characters, Bunga and Tunga, for the next season. It’s also planning to register the letter ‘O’ since one can do a lot with the alphabet from a smile to an egg or an exclamation like Oh! It can be formatted and worked in different styles and Bunga Tunga wants to cash in on it.