Mahindra’s ‘Mom & Me’ Retail Store Chain: Brand analysis #21

The less than a year old ‘Mom & Me’ retail chain is the latest launch from Mahindra Retail – an extension of the `300 billion Mahindra Group. Their CSF is not only that the store becomes a one-stop-shop for mothers-to-be and young mothers, but by also by becoming an interactive platform by enabling parenting advice/interaction and forums. The store is aimed at ‘working-class’ women who regularly shop at organised retail stores and in turn prefer the same (or better) experience when shopping during or after their pregnancy. 

Although baby stores are not a new concept, with the organised retail market increasing at an unprecedented rate (of 35%); ‘Mom & Me’ stands to gain in the long haul by becoming a preferred store simply by riding the organised retail ‘growth wave’. The key drivers for the baby-care market are high disposable incomes (which in turn is changing consumer buying behaviour), increasing working women population and rising shopping mall culture.  

The company has also forayed into services like counselling and fitness through its brand extension – Mom’s Lounge which reflects the long-term growth strategy of the company. With local competitors like Liliput and international players like Chicco also vying for their ‘share of the pie’, the competition is set to heat-up. The growth potential in India presents both a positive impact (being obvious) and a negative one – an onslaught of brands which overcrowds the market and confuses the customer. A classic case of ‘overcrowding’ can be observed in the deodorants market and how Parx is trying to stand-out (in-sighted here). The brand can aim to be the leader in the category by creating engaging consumer campaigns and focusing on the brand message – We are ‘the choice’ for your baby and you.