Written By: Khushboo Verma

India's baby care retail landscape is changing fast. What was once a fragmented market with local shops is now shifting toward organized, trusted brands. At the center of this shift is Popees, a brand that has built strong credibility across South India and is expanding nationally. For investors evaluating retail opportunities in 2026, the popees franchise stands out as a serious contender.

This article explains why the category works, how Popees has positioned itself differently, what the franchise economics look like, and who this opportunity suits best.

Why Mother and Baby Care Is a Safe Retail Category

Unlike fashion or lifestyle retail, baby products are need-based. Parents do not delay purchases of newborn clothing, infant essentials, or toddler wear due to economic conditions. Birth rates may fluctuate slightly, but demand remains consistent.

India records approximately 23 million births annually in 2025. This creates a constantly renewing customer base. Each child represents repeat purchases across multiple age brackets: newborn, infant, toddler, and early childhood. That repeat cycle makes mother and baby care retail structurally resilient.

Moreover, modern parents are more brand-conscious than previous generations. Concerns around fabric quality, skin sensitivity, safety standards, and hygiene push buyers toward organized brands instead of unbranded alternatives. This behavioral shift directly supports organized franchise models like Popees.

How Popees Built Its Market Position

Popees started as a focused regional brand in 2003 in Thiruvali, Kerala, founded by Shaju Thomas. Instead of aggressive national expansion, the brand built operational depth before scale. Over the years, Popees has become especially strong in Kerala, Tamil Nadu, Karnataka, and Telangana, with steady expansion into tier-2 and tier-3 cities.

The brand specializes exclusively in mother and baby categories rather than spreading across unrelated segments. This narrow focus allows tighter control over product design, sourcing, and quality standards.

Key elements behind Popees' growth:

• End-to-end control over design and manufacturing
• Three manufacturing plants with monthly capacity of 5 lakh garments
• Over 2,000 employees ensuring quality production
• Pricing positioned between mass local stores and premium international brands
• High trust among first-time parents and repeat buyers
• International presence in UAE, Australia, UK, Canada, France, and New Zealand

For franchise investors, this focus matters. Brands that try to serve everyone usually struggle with inventory complexity and inconsistent footfall. Popees avoids that trap.

Recent Expansion Milestones:

• March 2025: Opened 85th store in Bengaluru
• October 2025: Opened 99th store in Kothamangalam, Kerala
• November 2025: Reached 100th store milestone in Koduvally, Kozhikode

Understanding the Popees Franchise Business Model

The popees franchise operates on a straightforward retail model. Franchisees run exclusive brand outlets with inventory supplied centrally. The company handles product design, manufacturing, and supply logistics, while the franchise partner manages store operations.

Typical Store Characteristics:

• Exclusive brand outlet (no multi-brand dilution)
• High SKU rotation with seasonal refreshes
• Low fashion obsolescence compared to adult apparel
• Family-oriented repeat footfall
• Store size: 600-1,200 sq. ft.

Unlike trend-driven apparel, baby clothing styles change slowly. This reduces markdown risk and inventory write-offs, directly improving cash flow stability.

Investment Overview for 2026

The popees franchise typically falls into a mid-range retail investment bracket.

Indicative Investment Structure:

This positions Popees well for investors wanting branded retail exposure without committing the ₹1-2 crore budgets required by premium fashion or jewelry franchises.

Franchise support includes:

• Complete training on operations and customer service
• Marketing assistance and brand resources
• Steady product supply and quality control
• Established brand recognition

Market Size and Growth Potential

India's baby care products market is expected to grow from USD 4.94 billion in 2025 to USD 8.61 billion by 2030, registering a compound annual growth rate of 11.75%. This gr

Key Market Drivers:

• Rapid urbanization across India
• Rising nuclear families
• Higher disposable incomes
• Growing preference for premium and organic products
• Expanding retail and e-commerce channels

South India currently dominates India's baby care products market due to growing parental awareness, urban lifestyles, expanding disposable incomes, and advanced retail infrastructure. This regional strength aligns perfectly with Popees' stronghold in southern states.

Revenue Potential and Unit Economics

Mother and baby retail benefits from both frequency and basket size. Parents rarely buy just one item. A single visit often includes multiple garments, accessories, and essentials.

Operational estimates from comparable baby care chains:

• Average monthly revenue: ₹8-15 lakh (location dependent)
• Gross margins: 40-50%
• Net margins after expenses: 12-18%
• Breakeven period: 24-30 months
• Anticipated ROI: 50% (as per industry benchmarks)
• Payback period: 1-3 years

Well-located stores in residential catchments or high-footfall family zones often outperform these averages. Repeat customers form quickly once a store becomes known in its micro-market.

Location Strategy Matters More Than Size

For a popees franchise, location selection plays a larger role than store size or premium interiors. The brand performs best in areas where families live and shop regularly.

High-Performing Location Types:

• Dense residential neighborhoods
• Mixed-use high streets near schools or clinics
• Tier-2 city commercial hubs
• Mall locations with strong family footfall
• Areas with young parent demographics

Unlike youth fashion brands, Popees does not rely heavily on impulse buying. Convenience and proximity matter more than glamour. Franchisees who prioritize visibility and accessibility stabilize faster.

Operational Simplicity Compared to Fashion Retail

One understated strength of the popees franchise is operational ease:

• No size complexity like adult fashion
• Minimal seasonal fashion risk
• Lower return rates
• Predictable demand patterns
• Simple staff training focused on comfort and age suitability

Staff training is simpler as well. Sales conversations focus on comfort, age suitability, and basic product features rather than trend styling. This reduces dependence on highly skilled retail staff.

Supply Chain and Inventory Control

Popees operates with centralized manufacturing and supply. This structure ensures:

• Consistent product quality across locations
• Timely replenishment of fast-moving SKUs
• Reduced procurement complexity for franchisees
• Better inventory planning
• Every product passes through 28 export-quality checkpoints

For investors, this translates into lower working capital stress and fewer surprises during peak seasons.

Marketing and Brand Pull

Mother and baby brands grow primarily through trust and word-of-mouth rather than heavy discounting. Popees benefits from strong recall in its core markets, supported by:

• Localized promotions
• Seasonal campaigns around festivals
• Newborn gifting visibility
• Repeat customer loyalty
• Strong social media presence
• Influencer partnerships

Franchisees do not need to overspend on aggressive advertising. Most footfall comes from repeat buyers and local referrals once the store is established.

Who Should Consider a Popees Franchise

The popees franchise is best suited for investors who prefer stable, predictable retail over high-volatility categories.

Ideal Profiles:

• First-time franchise investors
• Retail entrepreneurs in tier-2 or tier-3 cities
• Family-run business owners
• Investors seeking long-term cash flow rather than quick flips
• Professionals transitioning into business ownership

It is not ideal for those chasing rapid scale across multiple outlets within a year. This is a steady compounding model, not a high-churn expansion play.

Key Risks to Evaluate

No franchise is risk-free. Before investing in a popees franchise, consider these factors:

• Location mismatch can slow breakeven
• Overestimating premium pricing in price-sensitive markets
• Staff turnover affecting service quality
• Working capital planning during initial months
• Competition from established players and e-commerce

These risks are manageable with proper due diligence, realistic revenue assumptions, and hands-on involvement during the first year.

Why 2026 Looks Particularly Attractive

By 2026, India's organized baby care retail segment is expected to see deeper penetration beyond metros. Rising nuclear families, increasing awareness of child safety, and higher spending per child are structural tailwinds.

Popees enters this phase with:

• A proven operating model since 2003
• Strong regional dominance with 101+ stores
• Controlled expansion strategy targeting 200 stores by 2026
• Affordable investment entry compared to large apparel chains
• Plans for IPO in 2025-26
• Vision to reach 1,000 stores in four years

Current Expansion Focus:

• Tamil Nadu
• Karnataka
• Andhra Pradesh
• Telangana
• North India markets
• International markets in GCC countries

For investors who missed early opportunities in grocery or pharmacy franchising, mother and baby care represents a similar early-to-mid growth phase.

Popees vs Competition

This comparison provides general industry benchmarks

Steps to Start a Popees Franchise

1. Initial Research: Contact Popees through official channels to understand franchise requirements
2. Location Identification: Secure a commercial space in high-traffic areas
3. Investment Planning: Arrange financing for franchise fee, setup costs, and working capital
4. Application Process: Submit franchise application with business plan
5. Agreement Signing: Sign franchise agreement after approval
6. Store Setup: Work with Popees team on store design and setup
7. Training: Complete comprehensive training on operations and customer service
8. Launch: Grand opening with marketing support from Popees
9. Operations: Ongoing support and inventory management

Final Assessment

The popees franchise is not flashy, but that is precisely its strength. It operates in a category where demand is non-negotiable, brand trust matters, and repeat purchases are built into the customer lifecycle.

For 2026, it offers a rare combination of manageable investment, predictable cash flows, and long-term relevance. Investors who value stability over hype and are willing to focus on execution rather than rapid expansion will find this opportunity aligned with sustainable business building.

As with any franchise, real returns are earned through consistent operations over time. In that context, Popees positions itself as one of the more sensible retail franchise bets in India's evolving consumer landscape.

Disclaimer: The brands mentioned in this blog are the recommendations provided by the author. FranchiseBAZAR does not claim to work with these brands / represent them / or are associated with them in any manner. Investors and prospective franchisees are to do their own due diligence before investing in any franchise business at their own risk and discretion. FranchiseBAZAR or its Directors disclaim any liability or risks arising out of any transactions that may take place due to the information provided in this blog.