Here's what we learnt about kids clothing in India while running Gozi !

Running a children's clothing brand in India has been quite the journey. We've had our share of surprises, aha moments, and honest revelations along the way. Here's what we've figured out about dressing Indian kids—the real, unfiltered version.

Cotton is Still the Winner

Look, we've tried everything. Different fabrics, fancy blends, materials that promised the moon. But here's the thing—cotton just works best for kids in India, and there's no way around it.

Kids' skin is sensitive. And when you're running around in Indian heat, the last thing you want is fabric that doesn't breathe. Cotton absorbs sweat, lets air flow through, and doesn't cause those annoying rashes that synthetic materials often do. We've had parents tell us their kids refuse to wear anything else once they've experienced good cotton clothing.

It's also tough enough to handle whatever kids throw at it—literally. Mud, grass stains, multiple washes a week—cotton takes it all and keeps going. That's probably why Indian mothers keep coming back to it, no matter how many "innovative" fabrics the market introduces.

Lightweight Actually Costs More (Surprise!)

This one shocked us too. Many people think lightweight clothing is cheap—like somehow using less fabric means spending less money. Couldn't be more wrong.

Making truly lightweight clothing that actually lasts is genuinely harder and more expensive. You need better quality cotton, finer threads, and way more precision in the weaving process. It's not about using less material—it's about using better material and more sophisticated techniques.

And in India, lightweight isn't a luxury—it's a necessity. Have you seen kids playing cricket in 40-degree heat? They need clothes that barely feel like they're there. But those clothes also need to survive daily wear, rough play, and frequent washing. Getting that balance right costs real money and requires real skill.

So when you find lightweight kids' clothing that's well-made, you're actually looking at a more premium product, not a budget option. Worth understanding that before assuming cheaper always means heavier.

Moms Want It All (And Honestly, Why Shouldn't They?)

Here's what we've noticed: Indian mothers are pretty much master negotiators when it comes to buying kids' clothes. They want cute designs, fair prices, AND comfort. All three. No compromises.

And it makes total sense. Kids care about looking good—they want that cartoon character or that cool pattern. Moms want their kids to look adorable too. But unlike buying stuff for themselves, mothers absolutely will not sacrifice comfort when it's about their children. If it looks great but feels scratchy, it's a hard no.

At the same time, let's be real about money. Indian families are smart with their spending. It's not about being cheap—it's about wanting clothes that'll last through the school year, survive the younger sibling, and still look decent after countless washes. That's just sensible shopping.

We've learned that you can't just nail one of these three things. Great design but poor quality? Nope. Super comfortable but looks boring? Probably not. Amazing on all counts but priced like luxury wear? Most families will pass. Hit all three reasonably well, though, and you've got a customer for life.

Indian Brands Can Totally Match Up to Big International Names

For the longest time, there was this assumption that foreign brands automatically meant better quality. We're here to say—not really.

Sure, Indian brands face challenges. We deal with suppliers who have higher minimum order quantities, we might not have access to every fancy technology, and some materials cost us more. But you know what? We're making quality that matches or beats the big international players anyway.

Plus, we understand what Indian kids need. We get the climate—how hot it gets, how humid it can be. We understand what parents are looking for, what price points work, and how rough kids play here. That local knowledge counts for a lot. Sometimes more than a global brand that's designing for, say, European weather can offer.

The playing field is way more level than people think. Indian brands aren't just "okay for the price"—many of us are genuinely good, period.

Good Quality + Fair Price = Free Marketing (Seriously)

This has been the most surprising and honestly, the most rewarding thing we've learned. When you get the quality and pricing right, customers just... tell everyone. And that word-of-mouth is worth more than any advertising budget.

Indian parents talk to each other constantly—at school gates, in WhatsApp groups, at family gatherings. When a mom finds clothes that her kid actually wants to wear, that last through months of use, and that don't break the bank, she's going to share that discovery. It's just how it works.

We've seen it happen. One happy customer tells her friend, who tells another mom, who orders for her kids, and suddenly we're getting orders from an entire school without spending a rupee on ads. That's powerful.

The best part? These referred customers already trust you before they even see your products. Their friend vouched for you, so they're starting from a place of confidence, not skepticism. And if you deliver for them too, the cycle continues.

Turns out, you don't need fancy marketing campaigns if you're just consistently good at what you do. Happy customers become your marketing team, and they're way more convincing than any ad could ever be.

These are the things we wish we'd known when we started, but honestly, learning them along the way has made Gozi what it is today. Every interaction with customers, every bit of feedback, every repeat order teaches us something new about what Indian families really need from kids' clothing.