If you grew up in Kerala (especially Kochi) post 1980, there’s a good chance you’ve heard of Tara Baby Shop. Tara is Kerala’s first store dedicated to children’s clothing. It’s also a name associated with quality, comfort, and a touch of nostalgia. For many families, a visit to Tara Baby Shop is a small but cherished ritual before Onam, Christmas, or the arrival of a newborn. Those tiny smocked frocks, pastel vests, and embroidered sets were heirlooms, lovingly passed from one sibling to another.
How It All Started
In 1980, when Annu Jose had her first daughter, Theresa, she found it hard to find good baby dresses with smocking, embroidery, or anything other than mass-produced, low-quality printed polyester outfits. So Annu decided to make them herself.
She began buying fabric, taking it to tailors across the city, and getting small quantities stitched. “I used to go to different tailors with just enough fabric for one dress”, she recalls. “Then I would collect them all, bring them home, and keep them on a small table in my mother’s sari shop to sell. My dresses were never perfect, but my customers encouraged me by buying them”.
Encouraged by that early response, Annu decided to start her own small-scale production. That modest beginning became the foundation for what would one day become one of Kerala’s most beloved names in babywear.
But what truly made Tara special wasn’t just its beautiful baby clothes. It was the purpose behind them.
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Women’s Empowerment Through Handcraft
Annu was not someone who was obsessed with chasing scale or profits. She saw Tara as an opportunity to help scores of women, who were unable to leave their homes for work, to earn a livelihood. It is this vision that has set Tara apart, right from its inception.
“I’m not sure I took any effort to grow the brand”, she admits. “My only intention was to sell so that I could get my women to make more. Seeing that they had enough work was always my priority.”
Over time, Tara built a network of skilled women across Kerala’s villages: embroiderers, stitchers, and smockers, each contributing a part of their craft to every piece. The clothes were the result of countless hands, each working from their own home, balancing work with family. Thus, every single Tara product travels through various locations before it reaches the shelves, carrying with it stories of resilience, skill, and pride.
The brand’s story, therefore, isn’t just about children’s wear, as Annu says, “The clothes are just the medium for the message of empowerment”.
The Craft of Simplicity
Tara’s design philosophy has remained consistent for over four decades. “Our patterns have never really changed”, Annu says. “Maybe the fabric or the sleeves change, but the designs remain the same”.
At a time when children’s fashion is dominated by synthetic fabrics and mass-produced prints, Tara has stayed true to its roots – soft cottons, delicate smocking, and fine hand embroidery. Even when customers requested blended fabrics for easier maintenance, Annu ensured they still had the same soft, cotton finish. “Our designs have always been classic”, Annu says. “They’ve stayed relevant through generations because simplicity never fades”.
A Name That Became a Memory
In 2025, Tara shut down their flagship store on MG Road, Kochi. Annu says that this was when Tara’s popularity truly hit her. “I never realised that Tara was a household name”, she said. “Only when we were closing the shop did I understand its impact. So many people came, they were upset, they said Tara was part of MG Road and shouldn’t move. I was humbled. I did not expect that.”
That response inspired her to keep Tara alive in Kochi, even after the flagship store closed. “My old customers told me they didn’t want to shop online, they wanted to come to Tara. So we’re starting a small space near my house”, she said.
This new space is where Annu plans to guide new mothers, not just in choosing baby clothes, but in preparing for motherhood itself. “I love helping new mothers”, she says. “Sometimes they buy too much, even things they don’t need. I want to help them make the right choices, maybe spend some time talking, sharing experiences.”
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A Legacy That Lives On
What began at a small table in Kochi has grown into a legacy stitched with love, patience, and purpose. Even though Tara’s iconic MG Road store shut its doors, the brand continues to thrive through its store in Thrissur and its growing online presence. Tara may not have expanded into a large-scale fashion label, but it has built something far more meaningful for over forty years.
And as Tara Baby Shop continues its journey in new forms and spaces, its essence remains unchanged.
