Demand for organic kidswear increasing in India

Kolkata: The demand for organic clothing made from non-allergic, eco-friendly and durable organic cotton for children, is on the rise in the country with people becoming more aware on health and environmental issues, an industry expert has said. "People now have the exposure... They now understand that cotton clothes alone do not suffice for environment friendly and safe clothing," said Deepak Agarwal, CEO of Gron Stockholm, a key organic kidswear brand sold in the country."The popularity of organic kidswear is growing as mothers are more aware and are worried about the impact of chemical dyes on the baby's skin. Used over a period of time the chemicals used in conventional cotton clothing stick to the skin of a baby," Agarwal told PTI. He said organic cotton is grown in the country without using chemical manure and is dyed using safe chemicals as per the Reach Law of the European Commission with the designs provided by the company's European collaborators.Agarwal said in Europe organic cotton clothes enjoy one- third of the market of kidswear, while in India it is very negligible.The popularity of organic kidswear is high in Europe, the USA, UK and Japan and is gaining ground in the country as it is relatively unaffected by the recession which has hit the developed markets.The relocation of expatriates and growing band of foreigners in the country has also led to the growth in the organic kidswear market, he said.Organic cotton causes less soil and water contamination and preserves and promotes bio-diversity and soil fertility. The health hazards of farmers growing organic cotton are far fewer.The country is the largest producer of organic cotton in the world after overtaking Turkey and accounts for almost 51 per cent of the global organic cotton production.The majority of organic cotton produced in India is processed in the country and exported only as textile. The demand for the product within the country is negligible, mostly because of its high price.Agarwal said that the company has three stores now - two in New Delhi and one at Gurgaon. It plans to scale up its operations and open 35 stores in Mumbai, Kolkata, Chennai and Bangalore besides the Delhi national capital region in the next one year. Kidswear for children up to the age of 10 years is sold by Gron Stockholm, he said, adding clothes in 700 international styles would be available for the coming summer season.The company is looking at a business of Rs 48 crore in the next one year, he said. Gron Stockholm's sister concern Kishor Exports is a government recognised manufacturer of 100 per cent organic cotton based clothing for children and has been exporting to Europe, USA and Japan since 1979, he said. The world's 10 biggest brands and retailers with organic cotton products and programs include Walmart, Nike, Anvil, Zara, Pottery Barn and Greensource (all USA) and H&M (UK).The 10 consume 67 per cent of the total organic cotton fibre of the entire retail segment.