Retailers join party as baby fashion grows out of infancy

Bengaluru: Baby fashion category has ballooned to treble its size in the past year as about half a dozen leading retailers and brands launched infant apparel over the past few quarters to cash in the growing shift from unorganised market.

Companies including Flipkart, Puma India, Myntra and Amazon have launched dedicated infant lines for ages up to 2 years as well as new-parent programmes, and on-boarded more baby brands that draw sales primarily from tier-2 and -3 cities. Traditionally in India, baby garments like rompers, dresses, and inner-wear were purchased from small stores while branded garments were bought by the wealthy.