It is the time to dress kids in the creations of Ritu Kumar, Malini Ramani, Gaurav Gupta and Gauri and Nainika, as Kidology, a ready-to-wear line, has brought these designers together.

The brand will bring designer clothing, accessories and furniture for children and pregnant mothers to Indian customers as they launched their first store at DLF Promenade, Vasant Kunj in the capital.

Apart from these designers, the store has an in-house design team and German designer Maya Nocon who has their own distinctive style adding on to the range with their eco-friendly garments.

Aiming at the age group of 0-7 years and expecting mothers, the brand is trying to fill in the void of having designer branded wear in the kids wear segment which is much unorganised.

Currently the kidswear market in India has major players like Lilliput, Jinny and Johnny, or United Colors of Benetton. According to Ankur Mittal, promoter of Kidology, there is space for them as well.

"Yes there is competition in the market but we are taking this as our inspiration. There is enough demand in the market as people are becoming brand conscious and want their kids to be dressed in equally chic clothes," Mittal told us.