The market for key chains in India

The current market for key chains in India is estimated at Rs 65 crore for SEC A and B (for the 15- to 25-year age group) in urban India. Key chains’ share in the Rs 4,245-crore fashion accessories market is a mere 1.53 per cent. In terms of volume, the key chains market in urban India is estimated at 5.6 million units a year. The average spenD per unit for men is Rs 55 (for urban Indian consumers in the 15- to 25-year age group in SEC A and B) while the average spent per unit for women is Rs 85.

Most consumers (43 per cent) buy key chains as an impulse purchase while window shopping.

The unbranded market constitutes 95 per cent, while the branded market is only 5 per cent.

Consumers prefer buying key chains from street hawkers (27 per cent) and kiosks (27 per cent).