An interview with the Sarika Desai of Kid Town Fair

As moms we all know its a tough to get the best for our kids and how we wish someone would just dish out the best for us. More often than a lot of kids exhibitions churn out the same old stuff that we’ve heard, seen or experienced over time. We caught up with Sarika Desai the woman behind Kid Town Fair to understand what makes it ‘THE’ kids exhibition to attend.

1. Tell us about Kid Town Fair and how you conceived the idea ?

” Well, post my MBA and working with companies such as O&M, Lowe, L’Oreal and Elle , the desire to step into the most desirable field of consulting, with a focus on start-up consulting. One way of helping clients showcase their products and services was through conceptualizing exhibitions to serve as a marketing platform. My company, Woman’s Extravaganza started off with high end fashion and lifestyle exhibitions targeting women. These platforms stated getting very popular and soon branched out to being an independent business vertical. ‘Brides of Mumbai’ is one of them has taken off extremely well.

However, over the last few years, we realized that there was a dearth of effective platforms to showcase products and services related to kids which would also provide a very high quality of entertainment .So, KidTown took shape and went on to achieve scale with Nick Jr. stepping in. We have worked very hard to provide our guests with a brilliant variety of booths to shop from while taking effort to bring in every possible category, whether its a necessity or an indulgence for the kids.

2. Three reasons moms must attend Kid Twon Fair

1. To get introduced to new vendors who can make their life much simpler and enrich those of their kids. We have a handpicked selection of workshop conductors and enrichment classes. Moms can get in touch with them all under one roof to add then to their children’s schedules. These include  aero modelling, an introduction to Bharatnatyam, a musical bonding workshop, the science workshop and puppet making to name a few

2. To shop for basics but with a twist a   and for indulgences like luxurious and stylish clothing, fancy stationery and state of the art toys and games by companies like Nick Jr. and Simba Toys.

3. The Entertainment– We are very positive that a 3500 sqft Fun Zone for kids , a spa for parents to rejuvenate, a mini soccer field, a scooter track to the disposal of parents with unlimited access makes it an exclusive weekend plan for the parents. There is so much being offered under one roof that they will be tempted  to visit on both the days

Our sponsors Nick Jr. have left no stone unturned to make the show absolutely thrilling for kids with the presence of Dora The Explorer on both the days. The prizes that the lucky ones will receive from Dora herself , are extremely attractive. There 10 high value prizes for moms as well.

3. How do you plan to publicize the property?

Our publicity started two months prior to the event with promotions through social media. The promotions at our partner venues like Kidville and Happy Planet have also been initiated today. Courtesy Nick Jr, we are privileged to enjoy the mileage that come through TV promotions a week prior to the show, Our media plan includes ads in leading dailies, online portals, leading mall and multiplex, an  extensive outdoor campaign , sms campaign and direct marketing.

4. Tell us about Woman’s Extravaganza and your profile?

Woman’s Extravaganza is a fashion and lifestyle marketing company which promotes clients through the highly effective platform of fashion & lifestyle exhibitions. I have attempted to marry my marketing skills along with a keen sense of style to create these luxurious platforms for established designers and lifestyle companies along with the upcoming ones.

5. Do you feel the influx of online shopping has changed the way moms shop?

Well I would say that shopping for basics is very convenient online but shopping in a format like KidTown is an experience by itself. The offers, vouchers and prizes make it an experience to shop here.

6. Trends in the kids industry?

I think that owing to exposure and increase in travel, parents now want the best for their kids and are willing to go way beyond their budget for this. I also think that they work really hard to give different experiences to their children, so selling experiences is the most important thing to do.

7. How do you recommend moms stay updated with the dynamic kids industry?

Through platforms like KidTown and focused blogs like KidsStopPress.com.  Drum Rolls to that please!!!

Kid Town Fair will be in town at the World Trade Centre on the 30 – 31st March. For more details click here