Santosh Katariya, Managing Director of the kid’s wear brand Peppermint, which recently launched its A/W ’19 collection believes manufacturing clothes for kids, especially girls is a complicated process. “It involves multiple use of fabrics and trims need to match perfectly with each other. Each its trim calls for a detailed grading which can directly lead to an increase in the garment’s size,” he explains.
Peppermint plans to launch a new brand called ‘Cocobutter’ aimed at girls zero to six years old. The brand will be offering specially curated festive range for girls.
Kid’s wear a challenging segment
Not just manufacturing but retailing kid’s wear is also challenging, he believes. India has diverse states, cities, languages and cultures. “Therefore, choosing the right assortment, price point, size ratio, color, silhouette and offering them to a diverse range of consumers is challenging,” notes Katariya. His brand has been able to achieve this as it incorporates local and northern concept within the same product. As far as production is concerned, “rapidly changing styles and other complexities make it difficult for us to respond to the quick delivery demands of the market,” he points out.
Increasing taxes push up MRPs
Along with these challenges, Peppermint also faces the additional challenge of rising GST costs on apparels. “This is a huge setback in terms of straight calculation,” avers Katariya. “As far as the VAT, CENVAT, CST regime were concerned, we had to bear only 6 per cent taxes. While under the GST regime, we have to bear taxes up to 12 per cent. This change in taxation policy has compelled us to inflate MRPs,” he adds.
Launched in 2006, Peppermint retails through 1,000+ multi brand outlets, 225+ large format stores, six EBOs and all major E-commerce platforms like Myntra, Amazon, Flipkart, First cry, Tata clique, Ajio etc. The brand offers a wide variety of product assortment including dresses, jumpsuits, gowns, evening wear, culottes, palazzos, Jeggings, dungarees, shrug, jackets, coats, capris, leggings, skirt top sets, shorts top sets, jegging top set etc. “Our average MRP starts from Rs 1,500,” reveals Katariya.