“We have a strong presence in South India and we are striving to establish a sturdy presence on a pan-India level. At present, we are supplying to about 300 retail chains of stores and we have tie-ups with e-commerce majors – Amazon and Flipkart.”
Incorporated in 2001, Kankaria International has been regarded amongst the most trusted names in the baby care market. Headquartered in Chennai, Tamil Nadu, the company is a manufacturer, importer, and wholesaler, engaged in offering a high-quality assortment of baby care products at reasonable price points. The company has its own in-house brand – Apple Baby whose products it manufactures and supplies all over the country, having a predominant presence in the Southern region of India.
Mr. Rakesh Jain, Director, Brand Owner & CEO, Kankaria International, presents an overview of the company, the product portfolio, some of the significant milestones for the company, their marketing approach, and the future plans in an exclusive interaction with Mommy & Baby Times.
October 20, 2021
Mommy & Baby Times: To begin with, could you please give us an overview of the company – Apple Baby?
Rakesh Jain: I would like to introduce our company Kankaria International that has been in the business of baby care category for the age group 0-3 years for the past fifteen years. Our head office is in Chennai, Tamil Nadu, and our branch offices are in Hyderabad (Andhra Pradesh) and Mumbai (Maharashtra).
“We’ve made dedicated efforts to establish our presence on a pan-India level. We are one of the leading companies in the baby care category in the South Indian market.”
MBT: Kindly elaborate on the product offerings of the brand.
RJ: Our product range includes daily baby care essentials, namely, infant utility, baby furniture & toys, baby garment, and baby footwear. In addition, we also offer a range of maternity wear.
In the baby care segment, we offer a diverse range of products like – baby powder boxes, baby teethers, baby walkers, baby bottle spoons, baby accessories, baby bathtubs, and many more.
With time, we have established ourselves as a reputed company with an excellent track record for the best customer satisfaction. In fact, we never compromise on the product quality and the services provided to the customers. Our belief is to keep the customers happy and provide them with products at competent price points.
MBT: What was the inspiration behind starting Apple Baby and some significant accomplishments of the company so far?
RJ: During our numerous visits to a number of international countries, we realized that there is huge market potential and demand for baby care products and thus, we ideated to start a baby care brand. With this proposition, we started our in-house brand – Apple Baby. Slowly and steadily, we’ve made dedicated efforts to establish our presence on a pan-India level. We are one of the leading companies in the baby care category in the South Indian market. We offer a comprehensive assortment of products to serve the needs of newborns and children up to the age of three years.
The key factor that has played a significant role in building our standing in the baby care market is that we bring quality products at reasonable price points. Every year, we strive to introduce new products to cater to the growing needs of the baby care market.
MBT: Please share details about the reach and the retail presence – both physical and online of Apple Baby in the Indian market. What promotion and marketing strategies does the company believe in for attaining strong and sustained growth?
RJ: We have a strong presence in South India and we are striving to establish a sturdy presence on a pan-India level. At present, we are supplying to about 300 retail chains of stores and we have tie-ups with e-commerce majors – Amazon and Flipkart.
In this day and age with the spurt in digitalization, social media marketing and influencer marketing are the key trends governing the growth of sales and revenues in the baby care market. Social media platforms such as Instagram and Facebook are huge mediums to which we are resorting to, to make our presence felt and to sustain growth in the dynamic baby care market.
“We strive to be consistently innovative to bring about a degree of newness in our product range as well as enhance the kind of packaging”
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MBT: What can we hope to see next from Apple Baby in the coming future?
RJ: Apple Baby is a niche brand that always looks beyond the ordinary and conventions. In fact, we strive to be consistently innovative to bring about a degree of newness in our product range as well as enhance the kind of packaging in view of the changing needs and customer preferences.
