The kids’ school supplies segment has immense potential in India, with more than 500 million students enrolled in K-12 schooling. (Kids’ school supplies primarily include Computer Accessories, Lunch Boxes, School Bags & Back Packs, School Kit, Stationery and Water Bottles.)
Also, the higher propensity of parents to spend on their kids’ education and their rising demands for different types of stationery, water bottles and lunch boxes, is leading to a significant growth of the kids school supplies segment.
According to reports, currently the market size of school & stationery supplies base is estimated to be US$ 10-15 billion in India but it is largely unorganised and purchases primarily happen through mom-and-pop stores located in markets and nearby localities.
Most of the players operating in this segment report handsome growth, with around 50% split between metro and tier 2 & 3 cities. Unavailability, as well as fair pricing and discounts on quality school and learning products seem to be driving the purchases in tier 2 & 3 cities.
Top Brands catering to the Kids’ School Supplies segment include Camlin, Barbie, Milton, Disney, Dora, Faber Castell, Nataraj, Cello, Flair, Tweety, Trendiez, Winnie the Pooh, Pigloo, Frozen, Tupperware, etc.
The moment new session starts, markets are filled with demanding children and their parents looking to upgrade their school gear which includes bags, bottles, tiffin, pencil boxes, and rainwear among others.
Gone are the days when a bag lasted till it really could not be used any more due to wear and tear. These are the days of fashion and abundance – children not only want to replace their bags, lunch boxes and water bottles at least once a year, they actually keep looking for the latest in style and fashion. They are put off by plain-looking bags or tiffin boxes. They want school wear with their favourite cartoon characters on them. Most of the children – boys and girls alike – also demand that everything from their bags to compass boxes to tiffin and umbrellas be matching – either the same colour and style or the same cartoons.
Children constantly ask for what they watch on television. Cartoons like Chota Bheem, Ben10, Avengers, Doremon have a large fan base, with Barbie and still going strong with the girls. They look for these cartoons on their school gear.
Then the little bigger ones – class eight and above – brand is all that matters. For brand conscious children, parents have to shell out all the more money. There are different trendy styles and prints, with several specialized pockets and made of waterproof material that they want to select from.
Significantly, the Kids School Supplies segment has gained a lot post the emergence of e-commerce firms such as Amazon, FlipKart, Snapdeal, FirstCry, Babyoye, Jabong, etc. With thousands of products from multiple brands, and great discounts mostly on offer, children always have some reason or the other to go for the best buy of their choice.
The immense potential in the Kids School Supplies segment has generated ample interest form new players such as koolskool.com, allschoolstuff.com and skoolshop.com into this niche market along with several multi categories focused etailers selling school, stationery and office supplies.