CII targets pester power

Chennai: The Confederation of Indian Industry (CII) Southern Region will conduct KideX 2006, a 3-day educative, interactive and demonstrative exhibition exclusively for children. The event will be between 22-24 December 2006 at Chennai Trade Centre, Nandambakkam, Chennai.

KideX 2006 will be packed with fun and entertainment, contests, educative programmes, quiz and games and other activities, which kids love and parents trust. It will showcase a wide range of products, technologies and services available for the "world of kids".

KideX will also provide industry an opportunity to understand kids better and to provide their customers an "on-ground" brand experience. The industry can use this business platform to network and create B2B linkages.

India's only focused event for kids, KideX 2006, is expected to attract over 70,000 kids and parents. The event is also featuring a B2B conference titled "Child is the Father of Man" which will deliberate on the ways to develop ethical standards of marketing to kids and to develop market for kids.

Over 100 companies representing nutrition, food, kids apparel, accessories, toys, games, gizmos, electronics, IT, telecom, sports and others are taking part in the event.

According to chairman, KideX, who is deputy chairman, CII, Southern Region P K Mohapatra, 2006, and president and CEO, RPG Enterprises, the event will enable the future generation of the country to be competitive and competent.

The kids market today is worth more than Rs20,000 crore distributed over different sectors. The industries are expected to grow at 25 per cent per annum.

India is the largest kids market in the world. India 's branded kids wear market is worth $600 million and is estimated to touch $850 million by 2010. Quoting the Toys Association of India, Mohapatra said that over 90 per cent of the Rs2,500 crore toy market was unorganised creating a huge potential for the organised players to expand.

He said that over 65 per cent of Rs990 crore on toothpaste market is estimate for kids. Since as many as 84 per cent parents take their kids along when they go for shopping, kid's opinions and choices determine the purchase of high end products as well.

Mohapatra pointed out that women's magazines featured 29 per cent of baby care advertisements. He said that the "tween" segment, representing the age group of 8 - 12, has emerged as a valuable market in India. It accounts for the Rs50-crore games market, Rs60-crore CDS / DVDS, Rs80-crore books and comics market, Rs4,600 crore worth gizmos, Rs2,500-crore food business, Rs7,000-crore apparels, Rs150-crore media and entertainment and Rs940-crore FMCG market.