India as a country is boasting an increasing number of educated and responsible parents, who pledge to provide the best to their kids. Canada based Posh Baby and Kids, an exclusive distributor of premium Dwinguler and Baby Care products, has announced its arrival into the Indian market. The company is going to introduce exclusive line of Dwinguler Playmats and Baby Care Playmats across the country. These premium play mats provide a safe, clean, and non-toxic floor space for babies and young children. The play mats have rich, vibrant colours and interesting designs and graphics that will encourage imagination and creativity in children. Deepak Raghavan, President, Posh Baby and Kids India talks to Retailer Media about the brand’s retail strategy.
What kind of market opportunity do you observe in the play-mat category in India?
There is place for a play mat that is focused on safety, education and development. Parents these days are more aware of the exposed situations. They read more and are better educated about parenting and child-related issues and topics. There is a greater chance for them to understand why our play mats are a better choice than the ones currently available in the market.
How are you going to retail these playmats in India?
We have our customer retail website: www.dwinguler.in. Additionally, we plan to have them in shops via a retailer network. That's the plan.
Have you joined hands with any retailer yet in the country?
Yes we are listed on Amazon & Flipkart websites. We have launched our products last month and are in the process of building our store based retailer network.
Are you going to target the urban rich parents only?
The price range defines our target audience. The Dwinguler mats have several features and have invested more in research and quality. The sensory play mats is a brand new concept that use sound, touch, storytelling to help children learn. They have higher priced than the classic ones. The Baby Care play mats are more economical without compromising on safety. They fall in the mid-price range and are available for people looking for lower priced good quality products.
Our products are durable and last really long, so that is value for money. You buy this play mat and you may not have to worry about another one for a long time, maybe use it for your second baby. But apart from that, they are really safe. We use good quality materials and have certifications to back our claims. The look and feel of the mat, the amount of certifications and the quality of the material used all make it worth the price.
What kind of benefits these mats have over other products available in the category?
1. Our Dwinguler Playmats are thicker than most at 1.5 cms thickness.
2. We use high grade Poly Vinyl Resin Foam with no toxins to harm children and have numerous certifications to prove it.
3. We invest in the learning and all round development of children. Each of our mats have a story to tell; comes with educative elements, bright colors, and engaging graphics.
4. Safety is important to us and therefore our mats have superior cushioning. As we said, Dwinguler Playmats are thicker than others.
5. Dwinguler Castle is one of a kind. It's sturdy and thoughtfully designed...unlike other play pens in the market that are poorer quality, unstable and really small.
6. The same holds true for Kids Sofa - one of a kind seating for children that encourages good reading and excellent posture and is completely made of eco-friendly materials.