Gini & Jony, once a household name for children’s clothing in India, had faded into relative obscurity. The brand that once dressed a generation of kids in the 1990s and 2000s gradually lost relevance amid the rise of fast fashion, global labels, and e-commerce-driven private labels. Now, the brand is poised for a second act—this time under the stewardship of Suditi Industries, an apparel manufacturer with a long view on the untapped potential of India’s kidswear market.
In an exclusive conversation, Harsh Agarwal, Director, Suditi Industries and CEO, Gini & Jony, laid out the company’s thinking behind acquiring the 45-year-old brand, which he sees not as a sentimental play but as a business move rooted in long-term fundamentals.
An Opportunity in Legacy
“This is not just nostalgia,” Agarwal said. “Our past work with celebrity-led labels showed us how difficult it is to build something from scratch. What Gini & Jony offers us is a foundation—brand trust that money can’t buy.”
Founded in the late 1970s, Gini & Jony had once built a robust presence in Indian retail. But in recent years, it struggled to compete with newer entrants and shifting consumer habits. For Suditi, which had primarily operated as a manufacturer and licensed apparel partner, the brand offers an avenue into a growing but under-served segment.
Children under 14 make up more than a quarter of India’s population. Yet, most Indian fashion brands remain focused on adult apparel. “Kidswear is treated like a subset—an afterthought. But this is one of the most promising categories we’ve seen,” Agarwal said.
Smaller Cities, Bigger Aspirations
Much of the brand’s future growth, Agarwal believes, will come from India’s tier 2 and 3 cities. While the conventional wisdom is that parents in smaller towns are reluctant to spend on branded kidswear, Agarwal challenges that assumption.
“These are aspirational markets,” he said. “We’re seeing stronger traction in smaller towns than metros. Parents want good quality for their children—not necessarily premium pricing, but a brand they can trust.”
He adds that while consumers may compromise on fabric or style for themselves, they are far more discerning when shopping for their children. “They’ll choose 100% cotton, avoid synthetics. In kidswear, comfort and quality are not luxuries—they’re expectations.”
The Brand vs. Platform Gap
India’s children’s clothing market today is dominated by two types of players: global brands with limited local presence and large platforms like FirstCry, which push in-house private labels. What’s missing, Agarwal argues, is a national brand with focused, category-specific presence.
“FirstCry is a strong distribution channel, but it’s not creating brand affinity in the traditional sense. When people used to shop for kidswear, they would ask for Gini & Jony by name. That’s the recall we want to rebuild.”
To that end, Suditi is investing in updating the brand’s aesthetic, curating fresh collections, and developing a more direct-to-consumer strategy. The company will also lean on its experience with retail formats to expand Gini & Jony’s footprint, both online and offline.
Retail Reimagined
While Gini & Jony’s previous retail network provides a head start, Suditi is rethinking how to approach physical stores. The company is exploring franchise models for non-metro markets while planning more curated retail experiences in cities.
“We don’t want to just reopen stores—we want to reopen the idea of what the brand means,” Agarwal said. “And we want to be wherever the customer is—whether that’s a mall, a high street, or a smartphone screen.”
A Market Ripe for Consolidation
India’s kidswear market is expected to cross Rs 1.6 trillion by 2028, growing annually at 8–10%, according to industry estimates. The growth is driven by rising disposable incomes, urbanisation, and the increasing participation of women in the workforce.
Despite that, there is a gap in brand-led offerings. “Many of the players in the space today are fragmented or regional. There’s no clear leader with national presence and cultural relevance,” Agarwal said.
Suditi is betting that Gini & Jony, with its existing recognition and operational reboot, can fill that void. But Agarwal is cautious about making it just another fashion revival story.
“This isn’t about bringing back a brand for the sake of it. We see it as part of a demographic shift. The market is changing, and we’re aligning ourselves with that change,” he said.
A Second Childhood, Built Differently
As Suditi prepares to roll out new collections and refresh the brand experience, the company is focusing on staying relevant while retaining trust. It won’t be about loud rebranding or celebrity campaigns, but about consistency, quality, and value.
For Gini & Jony, once synonymous with childhood itself, this may be a second chance to grow up alongside a new generation of Indian families.