Chicco looks to expand India-manufactured clothing

Chicco India, part of the Artsana Group of Italy, is currently in talks with between three and four Indian partners as part of its plan to increase its India-based production for products including clothing.

Chicco is holding talks to increase India production, mainly in its fashion and toys categories - Chicco- Facebook

The baby care brand Chicco, which retails fashion, cosmetic, and other products with a focus on mother and child, currently obtains some of its India revenue from products manufactured in the country. The brand is looking to increase its “Made in India” products through business partnerships.

Chicco is holding talks to increase India production, mainly in its fashion and toys categories.

“We are in discussion with three to four players to increase sourcing from India,” Rajesh Vohra, CEO of Chicco India told the Press Trust of India.

“In 3-4 years, 35-40 per cent of our India revenue should come from domestically manufactured goods. We are looking at more sourcing from India for fashion. Toys as well... We are looking at 10 per cent of increase in locally produced products... These partners we are in discussions with are mostly in toys and fashion space.”

The brand currently sources products including cosmetics, clothing, and feeding bottles from Indian manufacturers and intends on harnessing the country’s huge garment manufacturing potential to help the brand expand.

Chicco India retails its products through over 10,000 points of sale across the country. Most of these are multi-brand outlets but the brand also has exclusive-business outlets. Over the coming three to four years, the brand foresees online sales contributing significantly to its overall revenue total.

“Earlier, we were focussing more on the offline market,” said Vohra.

“Only last year we realised importance of this channel due to its reach. The way online is growing, it could be 15 to 17 percent of our revenue in three to four years. Right now everything, except fashion is available online.”

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