Entering India kidswear market: a Russian brand’s playbook
The Indian kidswear market is experiencing robust growth, valued at USD 10.60 billion (₹96,248 crore) in 2024 and projected to reach USD 16.60 billion (₹1,50,728 crore) by 2033. When Russian premium children’s wear brand Choupette entered India in 2021, it challenged conventional wisdom by bringing international designs to a country with one of the world’s most developed textile industries. Today, the brand operates profitable stores in Delhi and Raipur, demonstrating how cross-border retail partnerships can succeed when cultural alignment and operational excellence converge.
India’s kidswear market: size, growth opportunity
India’s children’s apparel sector represents a compelling growth opportunity. The broader apparel market was valued at USD 102.8 billion (₹9,33,424 crore) in 2022 and is projected to reach USD 146.3 billion (₹13,28,404 crore) by 2032, growing at a CAGR of 4%. Household consumption has doubled over the past decade, reaching USD 2.1 trillion (₹1,90,68,000 crore) in 2024.
The premium kidswear segment remains underpenetrated, creating space for differentiated international brands. India’s festive culture creates natural demand for occasion wear, whilst urban consumers increasingly seek quality craftsmanship. The number of Indians earning over USD 10,000 (₹9.08 lakh) annually is expected to nearly triple from 60 million in 2024 to 165 million by 2030.
The Choupettes strategy: step by step breakdown
Step 1: Finding the cultural and business fit
"India was both a challenge and a mystery for us," explains co-founder Anastasia Vasilkova. Choupette’s DNA—festive, occasion-focused clothing—aligned naturally with Indian cultural values emphasising family celebrations.
The decision to enter India came after nearly a year of negotiations with a prospective franchise partner, followed by another year of comprehensive market analysis. The team studied competitors, seasonal demand, and collection schedules to ensure alignment despite different seasonal cycles. "We understood it made sense to take the risk because our assortment aligned well with their demand, mentality, and culture," says Vasilkova.
Step 2: Selecting the right partner
Choupette’s Indian partner company has two co-founders, one with deep familiarity with Russian culture. This cultural bridge facilitated transparent communication and mutual understanding. The brand granted exclusive development rights for India, enabling focused investment across multiple channels without internal competition.
Key success factors
Step 3: Adapting the product range to Indian market preferences
Indian partners curate approximately 70% of Choupette’s 600-SKU collection each season. "Choupette isn’t the brightest brand in terms of colour palette," notes Vasilkova. "Our designers follow global trends towards pastel tones with occasional bright accents. But India always selects exactly those accents and forms its own vibrant collection."
This merchandising approach—localising curation rather than manufacturing—maintains production efficiency whilst respecting regional aesthetic preferences. The shift towards premiumisation is evident across India’s consumer landscape, with rising disposable incomes driving quality over cost.
The omnichannel formula
Choupette’s Indian operations comprise an offline store in Delhi, a brand corner in Raipur, a dedicated e-commerce site, and presence across three marketplace platforms. Financial performance exceeded projections, with average order values surpassing forecasts by 80-90%. By sales volume, the Indian offline store ranks second in the brand’s international network after Dubai.
Managing key challenges: real estate, logistics, payments
Premium retail space scarcity
"The deficit of appropriate retail space is very significant in India. Literally for a city like Mumbai, there are one or two such shopping centres. And it’s very difficult to get in," says Vasilkova.
India requires approximately 55 million square feet of Grade-A mall space over the next four years to meet growing demand. Total Grade-A mall inventory currently stands at 61 million square feet across the top eight cities—merely 0.5 square feet per capita, significantly lower than comparable economies.
Cross-border logistics
In 2022, Choupette navigated significant logistics disruptions. Total Russia-India bilateral trade rose from USD 8.73 billion (₹79,268 crore) in FY22 to USD 68.7 billion (₹6,23,796 crore) in FY25, though export growth remained constrained by geopolitical and logistical challenges.
The resolution came through rupee-rouble payment mechanisms. Over 90 percent of Russia-India trade now settles in national currencies, reducing transaction friction and compliance—related delays.
The role of Sberbank’s India services
Sberbank India provides comprehensive market entry support for companies engaged in Russia-India trade:
For Choupette’s Indian franchise partner, Sberbank India’s rupee-rouble payment mechanism proved essential during 2022 logistics disruptions, maintaining supply chain continuity.
Find here a practical overview of cargo routes and logistics solutions for exports from India to Russia in 2025.
Performance metrics
Export represents 7% of Choupette’s overall revenue, with India accounting for 3%. "The experience that international communication provides is invaluable. It allows us to stay ahead of the market, including in Russia," says Vasilkova. "If Choupette’s franchise can operate in the international market, it means it has resilience."
Future expansion plans include stores in Gurgaon and Mumbai, alongside enhanced investment in existing online channels.
Checklist: partnering with a Russian consumer brand: key considerations
For Indian retailers exploring partnerships with Russian brands, Choupette’s case suggests a clear framework: