Indian baby care and kidswear brand Popees is preparing for its next phase of growth, with plans to expand its footprint across India and enter the Gulf Cooperation Council (GCC) markets. 

As part of this strategy, Popees Baby Care India Ltd (formerly Hari Govind International Ltd) has approved about $59 million share-swap transaction to acquire a 99.31% stake in Popees Baby Care Products Ltd, bringing the brand’s operating business under the listed entity.

The proposed consolidation is expected to strengthen the company’s corporate structure and provide access to capital markets to support its expansion ambitions, including its planned entry into the Middle East.

Planning 1,000 stores

Popees Baby Care Products plans to expand its retail presence beyond India, targeting a network of 1,000 stores over the next four years. The plan is to enter GCC markets as part of its international growth strategy. Its existing manufacturing network is expected to support the planned expansion without an immediate requirement for significant additional capital expenditure.

Founded in Kerala in 2003 by Shaju Thomas, Popees has developed an integrated portfolio spanning newborn and children's clothing, diapers, wipes, toiletries, infant essentials, maternity wear, footwear and other baby care products. The company operates three manufacturing facilities across Kerala, Karnataka and Tamil Nadu, with a combined installed production capacity of approximately nine lakh sets per month.

The brand currently operates 116 Exclusive Brand Outlets (EBOs) in India. Its Irinjalakuda outlet marked the 116th store in its retail network, while its recent entry into Chandigarh represents an expansion beyond its traditional South Indian market.

Key market

Thomas said: “The GCC is an important market for Popees as we look to take our baby care and kidswear portfolio beyond India. We see this as an opportunity to introduce families in the region to a brand that has been built on quality, comfort, safety and an understanding of the needs of babies, children and parents. To start with, Popees will launch exclusive outlets in the UAE. Our experience in manufacturing, our diversified product range and the strength of our brand give us a foundation to explore this market. As we plan our entry, our focus will be on understanding regional consumer preferences, building the right distribution partnerships and making Popees accessible to families across the GCC. We see international expansion as a significant part of our next phase of growth.”—TradeArabia News Service