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: rather colouring the picture further are all kind of embellishments that children or their parents demand.

“It’s easier designing a trouser for an adult than for a toddler, which must necessarily have six display pockets, embroidery, a cartoon character embossed on one of the shirt pockets and, above all, be comfortable to wear so the child doesn’t throw a tantrum,” explains Narula, whose company has licence for Power Puff, Bob the Builder, Thomas the Tank from Cartoon Network, besides Iron Man, Hulk and Spiderman from Marvel Publications. The licensing fee is usually 5% of the sales and is renewed every two to three years.

“There is so much value-add in this category that after doing all that we can price our trousers at Rs 300- 400 a pair.” With a media budget of Rs 7 crore, Lilliput is planning an in-film branding exercise in Amitabh Bachchan-starrer Bhootnath this year.

At present, high rentals prevent most kid’s brands to launch their own stores; so they work mostly on the franchisee model. Bangalore-based Weekender (manufactured by Personality Ltd, a division of Gokaldas Images) and DS Corporation-owned Ruff Kids fall in this class, and they, like Lilliput and Giny & Jony export to the US, the UK, West Asia and some other Asia-Pacific markets.