MangoStreet.com: Aiming to be the largest kids’ e-retailer

Launched in January, MangoStreet.com boasts of being India’s first and largest e-commerce store for kids’ wear. Moving ahead, the company plans to add over 50 brands this year apart from launching its own label. The company is also considering

a franchise model to increase its offline presence. “The idea behind launching an e-commerce platform was because kids’ wear market in India is very fragmented and penetration of domestic brands is low. International brands on other hand are absolutely inaccessible beyond metros. So through MangoStreet, we are working on offering all the kids’ wear brands (domestic and international) on a single platform,” explains Mohit Yadav, Founder and CEO of MangoStreet.com.

Currently stocking over 15 brands across five broad categories -- boys, girls, footwear, accessories and uniform, this web platform caters to the age group 2-14 years. The collection includes products like T-shirts, tops, shirts, dresses, bottom wear, fancy dresses, footwear, sunglasses, and several other products. Prices start from Rs 150 and goes upto Rs 3,500.

Commenting on the marketing strategy for MangoStreet.com, Yadav states that the company doesn’t believe in push marketing. “We believe in interacting with customers and providing them with useful information rather than push marketing. In this case, we offer helpful parenting tips on our Facebook page, which helps us connect and create a very robust and sticky community of parents. We have started our marketing campaign on various digital platforms as the reach is wide and relevant. In the coming months we will be tapping other platforms as well, like Radio and print media. Currently, we are seeing traction from metros but the demand from Tier II cities is slowly growing because of lack of branded kids’ wear in these areas,” he elaborates.

MangoStreet not only offers the widest range, better prices, ease and great customer service like 2-4 days delivery, free shipping, cash on delivery but it is the only platform offering a 365 days return policy. It has tied up with Blue Dart services for delivery. “We have brands like Ben10, Disney, Barbie, Hannah Montana, All Super Heros like Superman, Spiderman etc., United Colors of Benetton, Ed Hardy, Lilliput, Tantra, Catmoss, Fancy Dresses, School Uniforms, Footwear from several brands, Accessories etc. This list will keep on increasing as we are adding more and more brands every day.” Opines Yadav.

MangoStreet also has attractive offers for customers like first time shoppers are offered as high as 50 per cent discount on any product. “We do understand the importance of touch and feel and which is why we offer up to 10 different views to capture even the minutest detail of the product and help parents in making a decision,” Yadav says.