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Apetulant toddler stomps his foot before issuing an ultimatum: “I’ll not have milk; I’ll not go to school; I’ll not play. First I want my Lilliput dress!” The tag line goes, “Wear it; Love it!”

Talk of pester power. Marketers say it works. Ask any mother. She’s bound to nod her head in agreement. Take it that children in the age bracket of 0-12 years would change their outfits at least three times a day. They would also outgrow clothes faster than any other age segment. Clothes would also be the most gifted item. Last but not the least, with growing exposure to all sorts of media channels, children are also more fashion conscious than their moms or dads—reasons enough for Rs 3,000 crore domestic branded market to grow at a healthy 20% (2006-07) despite stiff competition posed by the unorganised market, which is estimated at Rs 14,000 crore.

And if you have failed to notice, even the brand display at kid’s section is different from that for the adults’. There is high ascent on colour, mood and playfulness even in a value format like Brand Factory. Indeed, the kids’ section in any big store has undergone a massive transformation—from a small corner of the outlet to a huge area, often covering an entire floor when possible.

“We see parents willing to splurge Rs 800-900 on a little fella’s first pair of denims,” vouches Rajesh Seth, vice-president, marketing, Future Group’s value format Brand Factory that showcases a slew of kid’s brands.

Not that there are many. Just a handful at the moment—Lilliput, Li’l Tomatoes, Catmoss, Kids’ Studio, Little Kangaroo and Mother’s Touch to name a few—contributing close to 22% to the total children’s apparel market. (Please note the accent on the brands’ Western names; it’s mainly to drive home the fashion attribute.) Experts, however, contend it’s poised for a annual growth of 30-35%.