Tiny Girl: Making inroads in girl’s fashion

Believing that style, fashion and comfort are the essence of creative communications of one’s identity, Tiny Girl exclusive western wear brand for girls one to 14 years, aims to offer fashionable products that are good and correctly priced.

The company also plans to expand its retail reach across India. As Kanji Patel, Director, Tiny Girl Clothing elaborates, “E-retailing of Tiny Girl products would start soon through a third-party portal. After successfully reaching out to 600 MBOs across India, we are now in large format stores like Shoppers Stop and Globus. In Shoppers Stop, we have a dedicated shelf space for the brand. We have started with Shoppers Stop in Mumbai and will gradually take up other locations. We will also add two to three per cent MBOs every year.” The brand that started with wholesale is now well entrenched in the retail space.

Patel says they went into Gujarat and their designs appealed to the market. Now, they cover almost all metros and small towns. “Small towns like Bhuj, Rajkot are very promising. They want a good product. Brand awareness has set in. But places like Kerala are not very fashion-oriented. They look at the price so we plan to target Kerala with the appropriate range,” he adds.

Tiny Girl, was launched in 1995 in Mumbai as a wholesale business. The brand’s positioning is premium and its USP is ‘fashion and styling’. With its head-office in Elphinstone, Mumbai, 11 manufacturing units having a capacity of producing 50,000 to 60,000 pieces per month, the company has achieved volumes of success in the last three decades. “A new factory has come up at Vasai in Mumbai. Its ISO certified and production has started there. We have a per day target of 3,000 garments,” Patel explains.

The brand’s product portfolio is vast as it offers skirts, top sets, frock, party wear, capris, pants and so on. The material is 100 per cent cotton denim, knitted woven, PC cotton, Lycra or chiffon. Adds Patel “We started off with knits and cottons. We do summer and winter separately. We began with sets that had two or three garments. Now in every segment like capris we have a range of plains, printed and so on.” Their latest collection has dhotis, harems with floral prints and plains. These are in new tones of green, purple etc. “We also have capris, tunics, and tops. Tops are in poncho styling.

Their future plans include opening EBOs. The brand is also exported to South Africa and Kenya.