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campaignApr, 16 2015

We are closely monitoring the make in India initiatives: Chicco India CEO

Chicco baby care product brand, provides international quality products that are safe and trusted across 120 countries. The brand offers high-demand natural feeding accessories and much more for the toddlers and kids.

By Niharika Verma

Elaborate on the product category offered by your brand for mother and baby care?
Chicco is an Italian multi-specialist baby care brand of the infant world and has helped babies grow up with a smile. Chicco endeavours to give almost  everything babies need from Baby cosmetics to toys, strollers and prams to clothes, pacifiers to Highchair and car seats and even natural feeding accessories.

What kind of consumption pattern you observe in your region? Which product category witnesses significant traction among the consumers?
For us, each category fulfills a different need of the baby and has its own importance. While baby toiletry is an evolved category, whereas other categories are at nascent stages of consumer needs evolution.  We are playing an important role of market development by offering the best of solution to the mother and baby in their most crucial phase at the right price.  We are playing a role of market development in most of the categories like travel by offering the safest and sturdy yet stylish Italian design for the outdoor travel. Similarly we are offering differentiating and evolved products like humidifiers for both cold and hot weather for indoor nursing needs. Along with host of other differentiated products for which Indian market was deprived of for so long.  The growth strategy is aligned with the dynamics of the each category.

What is your strategy to lure price sensitive consumers in the category? How you manage to keep the price moderate without compromising on the quality of the product?
Our intent is to provide the right value for the price that the consumer is paying for any product for Chicco. We provide international quality products that are safe and trusted across 120 countries. We take pride in ensuring that the quality is never compromised. We are happy to say that consumers have found us competitive considering the quality that we offer.

What are the emerging market trends under mother and baby products? Which particular product category gains maximum demand and brings new trends?
Chicco is getting good response by the consumers in all the product categories that it operates into. Specifically travel line is gaining momentum. We have benefit of being first mover in this category.
Our baby toiletries range is strongly differentiated by being Parabens free; getting appreciated by consumers as well. Our offering in learning and safe infant and preschool toys is also very well appreciated by the new age parents.
Fashion is a differentiated category where we offer best of global collection to our esteemed customers. The fashion line is a premium collection with is very selectively distributed in our own exclusive Chicco shops and with shop in shop with iconic kids.

What are the challenges do you see in terms of growth in Indian market under mother and baby care products? How do you overcome those challenges?
High cost of real estate is one of the biggest challenges for any retail brand in India at this stage. Moreover currency fluctuation is another challenge that an import led company like us has to manage efficiently.
However, we are prepared, our growth trajectory is encouraging in the last 3 years and we expect to be better in the coming years. We are closely monitoring the make in India initiatives and have plans in place to be a significant player in the baby categories in the years to come.

How optimistic are you in terms of growth? Do you think Indian market is mature enough to adopt emerging trends of baby and mother care products being introduced by international brands? Comment?
India is a huge market even today and it has even bigger potential. Considering the increasing disposable income and increasing baby population, we see space for every brand in this country. The oncoming of more international brands will further help the market to grow.

How equipped are you to combat emerging and upcoming international brands which are aiming big market pie in the category?
As mentioned earlier, India as a market is very dynamic with more and more people getting exposed to the global trend will further boost the market size.  With more international brands coming in, the category in itself will surely grow. We are one of the largest baby care brand in the world with 360 degree offering across baby needs. We are confident of our brand offering and quality that Chicco being the early mover brand in India is expected to gain more share.
With the mushrooming of online portals dedicated for this category, do you think it is posing a threat to the offline retailers?

What initiatives do you take to avoid such situations?
We are adapting ourselves to these new changes. The online portals are here to stay and will help the category grow further with the convenience of anytime, anywhere buying.


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