India Baby Mobility Equipments Market Size on the basis of Revenue in INR Billion- ken Research

Indian baby mobility equipment industry is currently in its growth stage with large presence of unorganized players ~ and concentrated organized segment. Market size of baby mobility equipment in India has enhanced from INR ~ billion in FY’2012 to INR ~ billion in FY’2017 posting a significant CAGR of ~% over the period. The market has been boosted by entry of several international players such as Chicco, Graco, Hauck, Jane and many others. Baby mobility equipment industry has been boosted by the entry of Firstcry and Babyoye in the online baby retail space followed the offline presence of ~ points of sales. The market is mainly import driven (especially prams/strollers and EROs) where people import the products and sell by the names of their respective brands/labels. Baby Toy Market in India, Online Baby and Kids Stores in India, MeeMee Sales Prams.

Organized players in the space tend to follow regional distributor cum direct retail distribution channel (online+ MBO/EBO) in order to maximize revenue. Delhi/NCR, Mumbai, Pune Ahmedabad, Bangalore and Hyderabad are considered as important toy manufacturing clusters in India. As of FY’2017, ~% of the total number of manufacturing units is located in Delhi/NCR. Delhi/NCR, especially Noida is the hub of manufacturing units in the country. Production facilities of several major players like Sunbaby, BSA and many others are located in Noida. Furthermore, a network of small scale units, are concentrated in Sadar, Seelampur, Laxmi Nagar and Tughlaqabad. Moreover, due to growing demand, production sites have also spread to industrial areas of Kirti Nagar, Jhandewalan, Janakpuri and Naraina.

Various Segments Of India Baby Mobility Equoment Market

Prams/strollers and walkers have been biggest contributor to the overall baby mobility equipments market over the period FY’2012-FY’2017. Strollers make it extremely easy for parents to carry their babies wherever they go. Therefore large demand coupled with high average ticket size has enhanced the share of baby strollers in the overall market from ~% in FY’2012 to ~% in FY’2017.  Baby walkers have also witnessed significant growth over the period FY’2012-FY’2017. Baby Toy Market in India, Online Baby and Kids Stores in India, MeeMee Sales Prams, In countries like Canada baby walkers have been banned, however, in India it is an opinion of large number of parents in the country that walkers help their babies learn how to walk at a younger stage.

The market for baby mobility equipments in India is largely unorganized. In FY’2017, the unorganized sector has accounted for a share of ~% of the market. However, the share of unorganized sector has been gradually declining as consumer preferences have shifted towards renowned brands in the market as they symbolize those brands with the quality. Despite being price sensitive, consumers have become conscious towards the product quality that they are purchasing for their babies.

How Have The Different Segments Under Baby Mobility Equipment Performed In Recent Years?

Canopied strollers have dominated the strollers market of India. Canopied Prams/strollers have accounted for a revenue share of ~% in the baby strollers market of India during FY’2017. Strollers are mainly designed for outdoor usage due to which availability of a canopy is considered as an essential requirement by the customers. In the prams/strollers market, the 10-20 kg weight category has accounted for the highest revenue share of ~% in FY’2017. More than ~% of the parents in India like to buy strollers that come with a canopy. Reversible handle on a stroller is given significant weightage as it allows the parents to have the choice to either watch their baby or allow them to enjoy the same view as them while strolling.

Baby Walkers Market

Walkers with availability of parents push handle has accounted for the share of ~%. Sense of direction is absent in small babies when they start walking which could be dangerous. This has been one of the major reasons behind such dominance of walkers with a parents handle attachment compared to walkers without the handle. Parents give high preference to walkers with a parent handle. Height adjustment feature is also given considerable importance by the parents in the country. From ages 6 to 12 months, a baby may grow 3 to 8 inch (about 1 centimeter) per month and gain 3 to 5 ounces (about 85 to 140 grams) per week. Baby Toy Market in India,Online Baby and Kids Stores in India,MeeMee Sales Prams, Therefore, parents in India consider a height adjustment in a walker an essential requirement.

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Ken Research
Ankur Gupta, Head Marketing & Communications

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