Date : November 01, 2017
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Indian Urban cities, especially 'Top 10' and '11-70' cities, together contribute to more than 60% of sales volume in baby mobility equipment market: Bonafide Research

Indian Urban cities, especially 'Top 10' and '11-70' cities, together contribute to more than 60% of sales volume in baby mobility equipment market: Bonafide Research

Baby mobility equipment that includes products like baby walkers, strollers, prams, carrycots, car seats, carriers etc. have less penetration in India. Majority of the penetration is because of the top 10 and 11-70 cities of the country, as urban parents here are aware of the mobility products and their importance for transport. Rural area is still very far, with almost negligible presence in all the product categories, except for baby walkers. Rural parents consider these products as luxurious instead of needful, unlike their urban counterparts.

According to recently published report of Bonafide Research 'India Baby Mobility Equipment (Walkers, Strollers & Prams, Carrycots, Car Seats and Carriers) Market Overview, 2027', urban cities are divided into four clusters viz. Top 10, 11-70, 71-200 and other cities. There are in all 298 urban cities in India according to Census 2011 data provided by Government of India. From which, top 10 and 11-70 cities contributed to more than 60% of the sales volume in baby mobility equipment market for FY 2016-17. Top 10 cities include Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad, Pune, Surat, and Kanpur which are considered to be an important part of the Indian economy. These urban cities are loaded with rich individuals who spend heavily on products related to babies. Among these cities, Delhi/NCR, Mumbai, Pune Ahmedabad, Bangalore and Hyderabad are also considered as a significant toy manufacturing clusters in the country. Especially Noida is a hub of manufacturing units in India as production facilities of players like Sunbaby, BSA and many others are located in that area. 

In case of baby walkers, contribution of top cities are not that significant as walkers are widely used in India - whether in urban or rural demographic. According to Indian parents, walkers are dire necessity for child to learn walking and also it comes at a cheaper price than other products. Other baby mobility products like Carrycots, Car Seats, Strollers & Prams are costly than walker and come in a price range of Rs. 2000 to Rs. 10,000. Such costly products are yet to penetrate in a country like India, where usually there are more than 2 children in a family and a sole bread earner. This scenario is changing fast with urban couples both working nowadays and having 1 or 2 children maximum. With higher purchasing power and culture of urbanization, baby mobility products are becoming common for such young parents. Carrycots and car seats are more famous in top 10 cities as they have a greater number of cars and parents want these products during car travel for safety of their child. Carrycots are also becoming a fashion statement for urban parents now. 

On the other hand, increase in the number of women driving two-wheelers, easiness to strap baby onto front/ back/ hip and feel weightless while caring babies have led the growth for baby buckled or backpack carriers in the country. Before 2013, baby sling & wraps were not popular and the whole market was of buckled or backpack carriers. In the last five years, top 70 cities have developed mall culture with super markets, shopping malls and departmental stores - where parents need strollers and prams to carry child. Urban parents also love taking their child for walk around. However, rural parents are still not ready to put their child in strollers and prams to take them around. This has restricted the growth of strollers and prams category in rural markets, and thus it contributes less than 1% to the total sales. 

'Easy Availability' of products also plays an important role in emerging country like India. Top 10 and 11-70 cities are well developed and have numerous super stores. These cities not only have specialty stores of well-known brands like Firstcry, Me N Mom but also have large brick and mortar stores of unorganised players; which leads to further expansion of the market. In addition to that, people residing in these areas are well equipped with mobile and internet which makes them to shop online. E-commerce sales are on a rise in every category and baby mobility products are no exception. There are a huge number of e-commerce websites of specialized brands, retailers, small players, etc. offering baby gear products with attractive offers and discounts. On contrary, rural areas are deprived from all these and thus they contribute very less in this market. However, this scenario may change in future and rural parents are also expected to start buying some low-end products like walkers for their children. 

Major companies operating in the baby mobility equipment market of India are Artsana India Private Limited (Chicoo), BrainBees Solutions Private Limited (Firstcry), Me N Moms Private Limited (Mee Mee), R For Rabbit Baby Products Private Limited and Ral Consumer Products Limited (Tiffy and Toffee). 



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Indian Urban cities, especially 'Top 10' and '11-70' cities, together contribute to more than 60% of sales volume in baby mobility equipment market: Bonafide Research

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