In a market where children’s fashion is rapidly evolving beyond basics to become a reflection of lifestyle and aspiration, Little Tags has carved a distinctive niche by blending curation with convenience. Founded in 2020 by Chandni Agarwal, the platform set out to redefine how Indian parents discover and shop for kidswear—bringing together the best of Indian designer labels while also opening doors to global fashion through Little Tags Luxury. As the first platform in India to offer access to over 40 international luxury kidswear brands, it has steadily expanded from casual and occasion wear to a comprehensive portfolio spanning premium and luxury segments.
With an extensive assortment across categories from ethnic and occasion wear to infant essentials, sleepwear, accessories, and footwear; the brand continues to evolve in line with changing consumer aspirations. In an exclusive interaction with IMAGES Business of Fashion, Chandni Agarwal shares insights into this growth journey, the thinking behind curating international labels, and how the platform is building a differentiated positioning in the kidswear market.
Over the past few months, Little Tags Luxury has significantly expanded its portfolio. What strategic thinking guides the addition of new international labels and categories within the platform?
Our curation is driven by a clear intent: to offer a well-balanced mix of globally relevant brands that cater to different occasions, sensibilities, and age groups. We don’t just add brands; we curate legacies. Our strategy is built on ‘The Complete Wardrobe’ concept, where we analyze the white spaces in a child’s lifestyle, from the playground to everywhere.
Every addition must solve a sartorial need or introduce a design language that wasn’t previously available. It’s a deliberate balance of globally relevant trends and the timeless elegance our Indian clientele expects. We aim to be a sophisticated filter for our parents, not just a funnel for products.
You are now strategically venturing into the Mainline segment with dedicated retail spaces for legendary global fashion houses. How does this transition into adult luxury and heritage collections align with your vision?
Bringing mainline offerings to India is a natural evolution of our vision to present the world’s most celebrated fashion houses within a thoughtfully curated environment. It signifies our transition from a kidswear specialist to a comprehensive luxury destination. This allows us to elevate the overall brand experience and strengthen our positioning as a destination where customers can access couture storytelling across generations. It’s about creating an ecosystem where a brand’s heritage is preserved, but the experience is tailored specifically to the grandeur and nuances of the Indian market.
The partnership with ‘Kids around’ in Kolkata is a significant development. How does this specific collaboration enhance your ability to bring a diverse range of global aesthetics to the Indian consumer?
The partnership is central to our mission of being a ‘window to world’s luxury fashion.’ This collaboration allows us to bring a high-octane mix of globally renowned labels like, Boss, Karl Lagerfeld, Michael Kors, Kenzo Kids and more, under one umbrella, ensuring that our portfolio remains dynamic and fashion-forward. It reinforces our position as the primary destination for international children’s fashion in India, offering our customers a seamless way to discover and connect with the same trends currently walking the runways in Paris, Milan, and London.
With the recent acquisition of Nautica Kids, how do you plan to balance accessible premium brands alongside ultra-luxury labels within your retail ecosystem?
We view our portfolio as a luxury pyramid. While our mainline and couture labels sit at the apex of exclusivity, brands like Nautica Kids provide the entry point to fashion. This dual-track strategy ensures we are relevant at every touchpoint of a child’s life. A parentmight come to us for a Nautica Sunday staple and stay for a couture occasion piece. This balance ensures we can engage a wider audience while maintaining a strong sense of aspiration and exclusivity across the entire portfolio.
Little Tags Luxury is known for its curated international portfolio, and Little Tags in the Indian segment. How do your in-house brands like Alyaansh Couture, Rock Your Baby, Little Men, and others add a unique dimension to your offering?
While our global edit brings the world’s finest to our doorstep, our in-house labels bring a layer of intimacy and intuition that only a brand built from within can offer. With brands like Alyaansh Couture, Rock Your Baby, and Little Men, we aren’t just curating fashion; we are architecting it in its most exquisite form. Every label is designed with a distinct point of view.
Whether it’s heritage-heavy occasion wear, playful everyday luxury, or the sharp, modern classics of Little Men. What sets them apart is the rare equilibrium between global inspiration and local sensibility. These brands allow us to be agile and intuitive, responding to our customers’ evolving preferences with handcrafted precision while maintaining the same elevated experience that defines the Sparsh India Couture universe.
As Indian consumers become more aspirational, how are you seeing demand evolve for luxury children’s brands, and which segments are showing the strongest traction?
We are seeing a clear shift toward ‘Occasion-Led Luxury’ statement pieces for celebrations and social events that carry a sense of heritage and ‘mini-me’ sophistication. There is also a burgeoning demand for lifestyle and accessory categories, as parents look to create a more complete and elevated experience for their kids. Today’s customers place much greater value on the brand’s story, the quality of craftsmanship, and the design’s exclusivity rather than just the label itself.
Looking ahead, what is the broader vision for Little Tags and Little Tags Luxury in terms of retail expansion, brand partnerships, and establishing India as a key market for global kidswear labels?
Our vision is to establish India as a premier destination within the global luxury landscape, transforming the way international labels engage with this vibrant market. Little Tags and Little Tags Luxury serve as a strategic bridge for global fashion houses, offering the local expertise and nuanced storytelling required to truly resonate with Indian consumers.
By integrating a refined omnichannel experience with an uncompromising eye for curation, we aim to make our platforms the definitive home for the world’s most prestigious kidswear brands. We are not merely looking to expand; we are setting a new benchmark for excellence, catering to a discerning clientele that views luxury as a lifestyle and a legacy.
Ultimately, we want Little Tags to be the catalyst that inspires the world’s leading designers to view India as a vital, high-growth pillar of their global presence.
