80% of Indian families have children, and the Indian children's market has great potential

“ In most mature markets, the children’s range accounts for 6-8% of IKEA’s overall business , but in India this could grow to 12%,” said Kavitha Rao , country business manager at IKEA India . “ Around 80% of households in India have children, while in other markets this number is much lower.”

India has a population of 1.37 billion, and 80% of families have children, which means that India has a huge child population. The huge child population base means that India's children's market has great potential, and there is a large demand gap for children's products. For sellers, this will become a new outlet, and the children's market has unlimited prospects.

At present, there are several vertical e-commerce platforms in India that specialize in the children's market, including First Cry, Hopscotch, Softsens, My Milestones Baby, etc. In addition, the two e-commerce giants Amazon India and Flipkart are also developing children's products.

Children's products include children's clothing, children's toys, children's home furnishings, children's care and other sub-categories, and each sub-category has multiple sub-categories. Different children's e-commerce platforms focus on different categories.

Among them, First Cry has a more complete range of categories, including clothing, care, furniture and other categories, while Hopscotch focuses on clothing categories, Softsens focuses on children's care products, and My Milestones Baby focuses more on baby categories, such as baby onesies, diapers, cribs and baby care products.

Among them, the Indian government has certain restrictions on the children's toy category. The new policy issued by the Indian government stipulates that all toys and materials designed or intended for children under the age of 14 must be certified by BIS ( Bureau of Indian Standards ) . Therefore, sellers who want to do toy categories should pay more attention.

Children in their growing period have weak resistance, so countries often have more stringent standards and review systems for children's products. Therefore, sellers must also pay attention to their own quality and ensure that their products meet the standards.

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E-commerce platform

E-commerce market