Mi Arcus, an Indian kidswear brand founded by Gian Singh in 2020, specialises in high-quality baby and maternity products. The name ‘Mi Arcus’, meaning ‘My Rainbow’, reflects the joy and vibrancy a new baby brings. The brand aims to address a gap in the Indian market by offering baby essentials that are safe, comfortable, and stylish.
Mission & Vision
Mi Arcus focuses on creating products that ensure safety and functionality for both babies and mothers. Gian Singh, Founder & Business Head, Mi Arcus notes, “There is too much choice and information when it comes to children’s products. Faced with this pool of choices, parents constantly search for validation leading to additional stress. Taking this into consideration, Mi Arcus started with a vision to make the stressful life of today’s parents easier.”
“Our thoughtfully curated collection is designed for children between 0-6 years,” he adds.
Core Product Offerings
Mi Arcus offers a diverse range of products, including rompers, sleepsuits, swimwear, jackets, thermals, and more. Mi Arcus’s Autumn Winter 2024 collection has three subcategories:
- The Adventure Collection merges functionality with a stylish hiking aesthetic, perfect for outdoor activities.
- The Bonjour Collection channels Parisian chic with romantic soft pink hues, blending style with sophistication.
- The Neutral Love Collection incorporates calming palettes, reflecting strength and softness.
Environmental Impact
Sustainability is central to Mi Arcus’s operations. The brand uses eco-friendly packaging and ensures ethical sourcing. It follows Indian government laws, including prohibitions against child labour and adherence to minimum wage standards. The company also uses Better Cotton Initiative (BCI) cotton, promoting sustainable farming and responsible resource management.
“We proudly use Better Cotton Initiative (BCI) cotton, a globally recognised standard promoting sustainable farming, better working conditions for farmers, and responsible resource management, reflecting our commitment to positive environmental and social impact,” Singh stresses.
Seamless Omnichannel Strategy
Mi Arcus’s omnichannel strategy goes beyond social media ads to engage customers across various platforms. A notable initiative is the launch of a real-life mascot, Zuzu the Koala, who travels to stores for meet-and-greets and activities. The brand also invests in print ads, cinema ads, mall branding, and digital marketing through Meta and Google.
“One of the most exciting aspects of customer engagement at Mi Arcus is the launch of our real-life mascot, Zuzu the Koala, who travels across stores to connect with visitors, fun activities, and selfie opportunities,” Singh says, adding, “As an omnipresent brand, we are seamlessly integrated across retail and e-commerce platforms. We will soon implement an endless aisle solution, enabling customers to effortlessly place orders in-store and have them fulfilled through our warehouses or retail outlets.”
Market Presence & Pricing Strategy
Mi Arcus’s pricing strategy caters to middle-class and upper-middle-class families, especially in Tier 2 and Tier 3 cities, offering international-quality products at affordable prices. The brand operates 60 stores across 42 cities and provides a seamless shopping experience through its D2C website and leading online marketplaces like FirstCry, Amazon, Myntra, and more.
ARR & Expansion Plans
The company is on track to achieve an annual revenue run rate (ARR) of ₹65 crore by year-end. Mi Arcus aims for ₹100 crore in the next fiscal year, a 54% growth, and expects to reach ₹135 crore in the following year, a 35% year-on-year growth.
“Mi Arcus plans to open 100 new stores by the end of 2025, further strengthening its presence across India with a focus on existing and new markets, extending its reach to more cities and customers,” Singh concludes.
