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Max finds a niche, marks its spot

Smart pricing and efficient merchandising strategies are helping the Dubai-based fashion retailer expand its label in the Indian market

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Max

Raghavendra Kamath  |  Mumbai 

Vasanth Kumar, executive director at Max says his stores churn the stock once every two months
Vasanth Kumar, executive director at Max says his stores churn the stock once every two months

It's a busy Sunday evening and most department stores at a popular mall in Thane, near Mumbai wear a deserted look. But at a store, the value fashion chain of Dubai-based billionaire Micky Jagtiani's Landmark group, the crowd jostles for space. "The crowd is there on most of the days and we are used to it," says a sales attendant. At Max, store sales have been growing at 16 per cent a year for the past couple of years; most fashion retailers managed 8-9 per cent last year. And despite the growing rush on India's fashion streets, says it has managed a CAGR (compound annual growth rate) of 35 per cent for the last ten years. Affordable fashion, smart distribution and a tightly controlled sourcing network are helping the chain build its brand as an everyday wear for women and children.

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First Published: Mon, June 20 2016. 21:06 IST
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