Influencers, social media, email marketing key to consumer reach: Shubham Kasera, Kiggle

As the kids’ apparel industry grows in India, new-age brands are redefining how parents dress their children. In 2024, the Children's Apparel market in India generated a revenue of Rs 1.95 lakh crore as per Statista. Further, it is projected to have an annual growth rate of 2.65% (CAGR 2024-2029). In a market dominated by industry leaders like Mom & Me, Mothercare, and Chicco, H&M Kids, new age D2C brands are also doing their best to make an indelible mark in the world of kid's fashion.

One such brand is Kiggle, which focuses on simplicity, sustainability, and affordability. As per Shubham Kasera, Co-founder of Kiggle, the brand’s marketing blueprint revolves around two core values: simplifying life for parents and safeguarding the planet.

“In a market with established leaders, we focus on offering basic, fuss-free clothing that ensures every piece pairs well with another, making it easy for parents to dress their kids,” says Kasera.

The brand leverages content marketing to highlight styling tips and mix-and-match collections while social media channels amplify its eco-friendly message. The brand’s philosophy, “Leave it better than we found it,” drives its mission to provide high-quality, sustainable clothing at affordable prices.

When it comes to marketing strategies for Kiggle, collaborations with parenting influencers and community engagement on platforms like Facebook mother groups are key strategies to deepen customer connections. They also divert their attention to targeted ad campaigns that emphasize the versatility of its products and its sustainability ethos.

In the digital realm, Kiggle’s approach focuses on meeting parents where they are most active. Social media marketing, particularly through Instagram and Facebook, has been highly effective.

“Collaborating with parenting influencers helps demonstrate the practicality of our clothing,” Kasera shares.

Email marketing is another cornerstone, offering exclusive deals and styling tips to build loyalty, while SEO ensures parents searching for organic cotton clothing can easily discover the brand.

When it comes to the consumer behaviour trends in the kid’s apparel space, Kasera shares, parents today prioritise simplicity and convenience, gravitating towards clothing that is easy to mix and match. There is also a clear preference for quality over quantity, with parents opting for fewer but higher-quality items. Additionally, online shopping is on the rise, providing a seamless experience for young parents.

For the future, Kiggle’s growth plans are aligned with its values. “We aim to expand our online presence, enhance customer experiences with personalized services, and innovate continuously,” Kasera reveals.

Entering new markets, both geographically and demographically, is on the horizon, along with investments in customer loyalty programs to ensure long-term engagement.
Kasera mentioned, “We’re just getting started, but our mission is clear-to make dressing kids easier for parents while leaving the planet better for the next generation.”