Italian childcare brand to open 10–12 stores annually, sets sights on smaller Indian cities to fuel growth
Italian childcare brand Chicco, owned by the Artsana Group, is accelerating its growth strategy in India with plans to open 10–12 new stores every year, targeting tier-2 cities as key growth drivers.
“Our distribution network is reasonably established, though still largely concentrated in tier-one cities. As we expand, we are steadily reaching a wider number of cities,” said Rajesh Vohra, CEO, Chicco India, replying to BW Retail World. He was addressing the media about the brand’s expansion plans in India.
Vohra noted that the demand for premium childcare products has surged outside metros. “We have been in India for a long time, and the market has evolved. Tier 2 is no longer ‘tier 2’ in the old sense,” he said.
According to a Unicommerce report, online sales of baby care products in tier-2 and tier-3 cities grew by 30 per cent in FY24, underlining the potential of smaller markets.
Omnichannel Play And Customer Loyalty
Despite ecommerce growth, Chicco’s offline stores remain the biggest revenue driver, contributing nearly 85 per cent of total sales through categories such as prams, strollers, high chairs and babywear. Meanwhile, online and quick-commerce platforms are dominated by essentials like feeding bottles, toiletries and personal care.
Chicco’s partnership with premium pharmacy chains has further strengthened its reach, ensuring availability of high-demand items across both traditional and modern retail formats.
The company has also launched a unified loyalty programme that connects online and offline shopping experiences, enabling customers to purchase in one channel and redeem rewards in another. According to Vohra, 35–40 per cent of Chicco’s customers are repeat buyers, reflecting strong brand loyalty.
Local Innovation With Global Potential
While store design and branding are guided by its Italian parent, Chicco India has been developing products tailored to Indian needs.
“In Italy, anti-mosquito products are relevant for just two or three months. In India, it is a year-round necessity. Though inspired by our global portfolio, the line was developed here and could now be explored worldwide,” said Vohra.
Other India-specific innovations—such as detergent refill sachets, liquid cleansers and bubble bath—are currently being evaluated by the Artsana Group for potential global rollout. “India is a dynamic market. Products created here, like our bubble bath, can go global,” he added.
Evolving Consumer Mindset
Vohra observed that today’s parents are more quality-conscious and willing to pay for trusted brands. “The mindset has changed. Today’s parents are willing to pay for products that meet safety and comfort standards, rather than chasing discounts,” he said.
He also pointed out that declining fertility rates, especially in urban areas, are altering spending habits. “Families may have fewer children, but parents are spending more on premium products. While volumes may be lower in the long term, value is increasing as parents are willing to indulge in more evolved, value-added products.”
Sustainability And Future Outlook
Aligned with Artsana Group’s ESG framework, Chicco India is adopting eco-friendly packaging and recycled materials across its product lines. A structured CSR programme focused on child health and welfare is expected to roll out in FY26.
According to Mordor Intelligence, India’s baby care market was valued at USD 14.17 billion in 2024 and is projected to reach USD 41.42 billion by 2032, growing at a CAGR of 14.35 per cent—a promising backdrop for Chicco’s expansion.
While Vohra did not disclose specific market share figures, he confirmed that Chicco is a category leader in prams and strollers and performing strongly in oral care and cosmetics. “Clothing remains small for us because of the vast size of the fashion market in India,” he said.
With its blend of Italian design, local innovation and sustainability focus, Chicco India appears well-positioned to capture the next wave of growth across India’s evolving childcare landscape.
