Betting big on the festive season, Green Gold Animation has launched the Chhota Bheem ethnic wear collection for kids. This is the first time Green Gold is attempting for the ethnic range for festive season. The first collection has already been have been launched in the market. Commenting on it, Samir Jain, CEO, Green Gold animation asserted, “The festive season that kick started with Navratri is the time when kids want to dress up into ethnic attire. The thought behind coming up with ethnic range is to connect kids their favourite character Chhota Bheem and its friends through traditional attire.” The brand has launched Chhota Bheem apparel through licensing in past, however this collection is entirely being done by them. Commenting on the design part, Jain told that they have maintained the shine, glitter and the jazzy part in whatever it takes for such attires. Further the look has been seamlessly integrated with Chhota Bheem in a subtle way. Jain said, “For instance, there is a three-piece silk suit for boys with Kurta, Payjama and silk jacket. That silk jacket has got Chhota Bheem on it in a subtle manner. Similarly we have added some cute ‘chutki’ hang-ons on the Ghaghara for girls.” Targeting the age group between two to 10 year old, the collection is available at Green Gold stores along with Amazon, Firstcry, Shoppers Stop, Hypercity along with regional players like little mommies in Delhi, Moms in Kolkata. The brand is eyeing at mid segment and has price the collection between Rs 999 and Rs. 1,999. The ethnic wear market’s worth is around Rs 70,000 crore currently, out of which 70 per cent is dominated by the unorganized players. It is expected to grow at a compound annual growth rate (CAGR) of 9 per cent to reach Rs 1,26,210 crore in 2019. Also, the Indian fashion retail market which was worth Rs 2,97,091 crore in 2016 will grow at a Compound Annual Growth Rate (CAGR) of 9.7 per cent to reach Rs 7,48,398 crore by 2026.
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