Safety and comfort are non-negotiable for us at Playday
Playday is an emerging brand in the Indian children’s clothing and baby essentials market. Launched in 2022, Playday’s emphasis on stylish, trend-focused designs, along with a commitment to comfort and safety, has made it a preferred choice for parents of newborns and toddlers. The brands’ Co-founder Khyati Modi speaks to Fibre2Fashion about children’s clothing that offers both style and functionality.
The kids’ apparel market is becoming increasingly competitive. What are the key factors that you believe will define success for brands in this space over the next few years?
In a competitive market like kids’ apparel, success will come down to a brand’s ability to deliver fresh, fun, and comfortable fashion quickly, without compromising on quality or affordability. Reducing lead times and staying agile in response to trends will be crucial. At Playday, we are focused on creating synergy from conception to consumption, ensuring that we offer products that meet the high standards of modern parents. By maintaining a balance between affordability, style, and comfort, we believe we can continue to stand out in this fast-evolving space.
Playday’s journey started in 2022, yet it has quickly gained popularity. What do you think has been the key to your rapid success in such a competitive market?
The key to Playday’s rapid success lies in identifying a balance between cost, quality, comfort, and fashion. We have managed to create stylish, fun, and comfortable clothing that resonates with modern parents looking for trendy options for their little ones. By offering designs that reflect joyful, vibrant colours, we’ have captured the playful spirit of children while ensuring practicality for everyday wear. Our partnerships with renowned brands have also played a pivotal role in amplifying our visibility and appeal across India. Ultimately, our success stems from our commitment to offering high-quality, stylish, and affordable products that are in tune with what today’s parents want.
Your brand is known for its vibrant and joyful designs. How do you strike the perfect balance between playful creativity and the need for comfort in children’s playwear?
Striking the right balance between playful creativity and comfort is at the heart of Playday’s mission. As a parent myself, I understand the importance of comfort in children’s clothing. We ensure that all our designs not only look joyful and vibrant but are also practical for active children. Our team combines deep product and technical knowledge with insights from real parents to create apparel that kids love to wear. We prioritise high-quality fabrics and comfortable fits without compromising on the fun, stylish elements that make our designs stand out. This balance is key to ensuring that kids can enjoy their playtime in comfort and style.
Licensed merchandise is a growing trend in kidswear. In your opinion, how do collaborations with popular franchises like Marvel or Disney impact brand positioning and consumer loyalty in this market?
Licensed merchandise offers a unique way to connect with consumers by tapping into characters and stories that already have emotional resonance. Collaborating with franchises like Marvel or Disney helps position Playday as a brand that understands what kids love, while also ensuring that we stay relevant in a crowded market. However, it is important for brands to choose collaborations that align with their core identity. By doing justice to these beloved characters while staying true to our own fun and playful design ethos, we strengthen consumer loyalty and build lasting relationships with both parents and children.
Playday has collaborated with global brands like Peppa Pig, Marvel, and Disney. How have these partnerships influenced your brand’s growth and visibility in India?
Collaborating with global brands like Peppa Pig, Marvel, and Disney has had a tremendous impact on Playday’s growth and visibility in India. These prestigious partnerships have allowed us to tap into a wider audience by aligning with characters and franchises that children adore. Not only have they helped increase our visibility, but they have also strengthened our brand’s credibility. By incorporating these beloved characters into our trendy and fun design language, we have been able to create exciting collections that resonate with both kids and parents. These collaborations have certainly elevated Playday’s presence in the competitive kidswear market.
You have kept the entire production-to-packaging process in India. Can you share the advantages this brings in terms of quality control and affordability for consumers?
Keeping our production-to-packaging process within India offers several key advantages. It allows us to maintain stringent control over quality at every step, from fabric selection to final production. This local manufacturing approach ensures that we meet high standards while also optimising costs. By reducing reliance on imports, we are able to pass on those savings to our customers, offering high-quality products at affordable prices. Additionally, shorter lead times mean we can quickly respond to trends and bring new designs to market faster, keeping our collections fresh and relevant for modern families.
Modern parents are increasingly concerned about safety and comfort. How do Playday’s products meet the strictest safety standards, and what role do parent reviews play in shaping your offerings?
Safety and comfort are non-negotiable for us at Playday. All our products are thoroughly tested on real babies, and any feedback we receive from parents is taken seriously during the R&D and product design phases. We strictly adhere to international safety standards in every aspect of production, from fabric development to garment testing. Parent reviews are invaluable to us, as they help us refine our designs and ensure that we are delivering clothing that meets the highest standards of safety and comfort. We are even willing to absorb the extra cost to ensure that our products are of the best possible quality for children.
How important is sustainability and ethical manufacturing in the children’s clothing industry today, and what challenges do brands face in meeting these standards?
Sustainability and ethical manufacturing are not just important—they are essential for the future of the children’s clothing industry. As a brand, we are deeply committed to ensuring that our products are made in a way that is kind to both people and the planet. The biggest challenge in achieving this is raising awareness among both stakeholders and consumers. For example, there is still some resistance to using recycled materials in children’s clothing, which we aim to overcome through education and transparency. By sticking to our principles and encouraging inclusivity, we believe that brands can lead the way in making sustainable, ethical practices the norm.
Can you talk about Playday’s commitment to ethical production, including the use of baby-friendly dyes and environmentally conscious practices?
At Playday, sustainability and ethical production are integral to our values. We believe in doing everything we can to protect the environment for future generations. All our fabrics are processed in facilities that have robust waste-water treatment systems and adhere to strict water consumption norms. We use only baby-friendly dyes that are safe for delicate skin, and we ensure that our entire production process is audited to meet social accountability standards, including fair wages and safe working conditions. By prioritising sustainable sourcing and environmentally conscious practices, we are committed to providing products that parents can feel good about, both for their children and the planet.
The children’s clothing market in India is evolving rapidly. What major trends do you see shaping the future of kids’ apparel, and how is Playday adapting to them?
The kids’ apparel market in India is undergoing a significant shift, with parents moving away from the traditional ‘cute and bold’ clothing themes towards more stylish, trendy, and comfortable options. Parents today want their children to look smart and fashionable without compromising on comfort. At Playday, we have embraced this shift by focusing on providing fresh, trendy designs that cater to this demand. We are also adapting to the need for shorter lead times, ensuring that we stay agile in bringing the latest looks to market quickly. Our goal is to keep delivering fun, stylish, and comfortable apparel that aligns with the evolving tastes of modern parents.
With the rise of e-commerce in the children’s clothing segment, how do you see the role of physical retail evolving, especially in a market like India?
While e-commerce is certainly growing, physical retail still plays a vital role in India, especially when it comes to shopping for kids. For many, shopping is a recreational activity, and parents often enjoy visiting stores to touch and feel the products before making a purchase. The experience of shopping for children in a physical store can be almost celebratory, and that is something online shopping cannot fully replicate. We see physical retail as complementary to e-commerce, and when done right, the two can work hand-in-hand to provide a holistic shopping experience. For Playday, both channels are crucial to our growth strategy.
Playday’s online presence through platforms like AJIO has been a significant part of your retail strategy. How has e-commerce helped you connect with modern parents, and what future opportunities do you see here?
E-commerce has been a game-changer for Playday, allowing us to reach parents across the country, not just in metro cities but in smaller towns as well. Platforms like AJIO give us the opportunity to showcase our collections to a much wider audience. Parents appreciate the convenience of shopping online, and features like ‘shop the look’ help them visualise complete outfits for their children. Looking ahead, the opportunities in e-commerce are vast, especially as more parents turn to online platforms for stylish and comfortable clothing options. We see continued growth in this space as we explore new ways to enhance the shopping experience for our customers.
With the rise in demand for licensed merchandise in kids’ fashion, what future collaborations can we expect from Playday?
We are currently in discussions with several new licensing partners, and while we cannot reveal details just yet, we are excited about the possibilities. Our goal is to continue bringing fresh and innovative licensed collections that resonate with both kids and parents. We are also exploring creative ways to translate these collaborations into fun, edgy designs that offer something unique in the kids’ fashion space. As we expand our licensed merchandise portfolio, we remain committed to maintaining the playful and stylish identity that Playday is known for.
What is your vision for the future of Playday in terms of expansion, innovation, and addressing the evolving needs of parents and children across India?
Our vision for Playday is to continue building on the trust our customers have placed in us by consistently offering stylish, comfortable, and affordable apparel. In terms of expansion, we plan to increase our reach across India by opening more retail doors while leveraging the power of e-commerce to reach a wider audience. We also aim to focus on R&D to set ourselves apart from other brands by introducing fresh, trend-driven designs that cater to the evolving needs of parents. Rather than just scaling aggressively, we are committed to sustainable growth while continuing to innovate and meet the dynamic demands of the kids’ apparel market.
Parents are increasingly looking for products that offer both style and functionality for their children. How do you think the kidswear industry is evolving to meet these dual demands?
The kidswear industry has evolved significantly over the years to meet the growing demand for products that offer both style and functionality. Today’s parents want clothes that look great, feel comfortable, and are practical for everyday wear. At Playday, we are focused on providing that complete package by offering trendy, stylish designs that are also comfortable and easy to care for. This evolution is being driven by more educated and fashion-conscious parents who expect the same level of quality and attention to detail in kids’ clothing as they do in adult fashion. The industry is responding by pushing for better designs, fabrics, and manufacturing processes to meet these expectations.
