Campus Activewear has officially appointed former Rakesh Thakur, CFO, boAt as its new Chief Financial Officer and Key Managerial Personnel, reinforcing corporate governance as the footwear manufacturer scales its operations. Thakur brings over two decades of extensive finance leadership across prominent multinational and consumer-focused organizations, including Hindustan Unilever, Samsung India, and PepsiCo. His arrival coincides with a solid financial reporting period, following a first-quarter performance for FY27 that generated Rs 385.2 crore in revenue - representing a 12.2 per cent Y-o-Yincrease alongside a 17.7 per cent rise in net profit. As Campus Activewear enters its next phase of scale, his experience will be valuable in strengthening our financial architecture and enhancing capital efficiency, notes Nikhil Aggarwal, CEO, Campus Activewear.

Driving capital efficiency amid market realities

The leadership transition addresses the corporate vacancy left by the departure of the former finance chief, positioning the company to optimize supply chain expenditures and working capital management. Industry analysts emphasize, navigating intense domestic competition and volatile raw material expenses requires rigorous cost discipline. Leveraging his past success in optimizing cash flows and improving EBITDA margins during high-growth consumer cycles, Thakur will oversee capital allocation and strategic asset structuring. By aligning manufacturing volume expansions - such as supporting multi-million pair output targets - with stringent margin governance, the brand aims to solidify its competitive footprint across India's growing athleisure sector.

Capturing consumer demand in tier-tier urban markets

Campus Activewear designs, manufactures, and distributes an extensive portfolio of sports, casual, and performance footwear across India. Targeting mass and premium segments with a robust omnichannel distribution network, the company focuses on scaling domestic production capacity. Backed by steady financial performance and disciplined capital strategies, the enterprise aims to capture expanding consumer demand in tier-tier urban markets.

Indian intimate apparel brand Underneat is challenging decades-old manufacturing standards by introducing a proprietary, patented gel-core innovation called JellySoft. Designed to replace rigid metal underwires, the newly launched Jelly Bra utilizes a flexible jelly-gel structure that mirrors natural body movement while eliminating conventional pressure points, pinching, and skin indentations. Market analysts note, this development addresses a major consumer friction point in the mass-premium segment, where female shoppers frequently compromise on physical comfort to secure adequate structural lift during extended workdays and daily commutes.

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Scaled retail rollout and market positioning

Priced competitively starting at Rs 1,999, the new collection spans three distinct configurations - the Everyday T-shirt, Comfort, and Support silhouettes - available in staple beige and black colorways. According to company executives, the line integrates seamlessly bonded construction with targeted silicone side panels to prevent side spillage and center the bust invisibly beneath outer garments. We wanted to rethink support itself rather than engineering just another alternative, explains Kusha Kapila, Co-founder, Underneat. By combining digital-first community engagement with high-performance product formulation, the brand aims to capture a larger share of India’s rapidly expanding intimate wear sector.

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Offering body-positive solutions

Co-founded by digital creator Kusha Kapila and fashion executive Vimarsh Razdan, Underneat is a mass-premium Indian innerwear and shapewear brand. Focusing primarily on body-positive solutions, its key categories include everyday bras, bodysuits, and shaping garments tailored for diverse body types. The brand leverages omnichannel retail expansion across leading digital marketplaces and quick-commerce channels.

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UK-based fashion and lifestyle retailer Next has accelerated its physical expansion across India by launching dedicated storefronts for men, women, and children at the Phoenix Mall of Asia in Bengaluru.Spanning approximately 4,500 sq ft, the newly inaugurated adult retail space houses close to 500 distinct styles, complemented by a separate kidswear outlet offering around 180 options.This rollout follows successful retail deployments in Pune and Hyderabad, underlining a calculated push into high-growth metropolitan markets through a strategic franchising partnership with Myntra Jabong India.

Capturing metropolitan demand for contemporary British style

The expansion capitalizes on rising disposable incomes and an escalating preference among urban Indian shoppers for design-led, everyday international fashion. By combining structured category zones with an immersive layout, the brand seeks to bridge the gap in accessible luxury retail. Bengaluru is a key fashion-forward market, and expanding here reflects the strong traction Next is building with Indian customers, notes Venu Nair, Chief of Strategic Partnerships and Omnichannel, Myntra. Industry analysts observe, combining local B2B wholesale execution with robust physical flagships allows global brands to navigate India's complex retail terrain efficiently while solidifying omnichannel integration.

Known for accessible pricing and quality

Established in the United Kingdom in 1982, Next designs contemporary apparel, footwear, and accessories. Operating over 460 domestic stores alongside numerous international franchise locations, the company focuses on accessible pricing and quality. Its ongoing expansion strategy emphasizes strategic international retail partnerships in high-potential emerging markets.

Ambience Mall in Vasant Kunj recently transformed into an epicenter of high-end fashion by hosting Victoria's Secret's exclusive 'Rome After Dark' showcase. The high-profile event centered around the global lingerie giant's refreshed Very Sexy Collection, featuring signature items such as the Shine Strap Push-Up Bra and tailored statement corsets. By integrating immersive theatrical aesthetics with physical retail spaces, mall operators and international brands are successfully countering digital fatigue. Industry data indicates, experiential retail activations generate significantly higher foot traffic conversions, encouraging shoppers to invest in premium apparel categories rather than relying solely on e-commerce browsing.

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Celebrity influence and market strategy

The strategic deployment of Bollywood actor and brand ambassador Triptii Dimri added substantial commercial leverage to the launch, highlighting a broader industry trend where global labels utilize localized celebrity equity to connect with urban consumers. The strength of a luxury retail destination lies in the quality of the experiences it creates around world-class brands, notes Arjun Gehlot, Director, Ambience Group. As disposable incomes rise across metropolitan centers, premium intimate apparel and fashion segments are experiencing accelerated growth, prompting retailers to expand their brick-and-mortar footprints while delivering customized, culturally resonant offline shopping experiences.

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Maintaining brand equity with celebrity-led marketing

Victoria's Secret operates globally as a premier specialty retailer offering intimate apparel, sleepwear, and beauty products. Targeting modern women through high-end product categories, the brand pursues strategic physical expansions in emerging markets like India. Backed by solid international sales performance, the company continuously leverages celebrity-led marketing to maintain strong brand equity.

The House of Rare has expanded its footprint in contemporary footwear through its specialized label, Rare’Z, with the launch of its latest collection, Sugoi. Priced from Rs 5,999 onwards, the line introduces four distinct silhouettes  - Still, Membo, Tug, and Nature - each rooted in Japanese footwear design principles. By utilizing flat-sole architectures alongside premium leather and suede blends, the brand addresses the escalating consumer demand for versatile urban lifestyle footwear that bridges minimalist aesthetics with structural utility.

Omnichannel scaling and market strategy

Available across standalone retail stores, Rare.in, and Myntra, the collection marks a strategic push to capture India's expanding mass-premium lifestyle market. Industry analysts observe,  domestic apparel houses are increasingly diversifying into high-margin footwear categories to leverage existing brand equity. We focused heavily on material proportions and textural finishes to craft four independent design languages rather than superficial variations, notes the design team at Rare’Z, highlighting the brand’s commitment to capturing modern consumer movement.

Targeting double-digital growth with omnichannel expansion

The House of Rare operates prominent fashion brands including Rare Rabbit and Rareism, specializing in contemporary apparel, kidswear, and footwear. Managing over 1,100 retail touchpoints across India, the company targets sustained double-digit growth through omnichannel retail expansion, digital marketplaces, and lifestyle category diversification.

Aditya Birla Fashion and Retail’s menswear imprint Peter England is restructuring its retail operations to target youth demographics driving over 40 per cent of total fashion purchases. Addressing shifts where consumers initiate store visits with social media screenshots rather than rigid category checklists, the retailer launched dedicated sub-brand VYBE. Capped between Rs 1,299 and Rs 2,000, the line bypasses conventional formalwear channels to deliver cohesive, trend-led ensembles across direct-to-consumer platforms and a 50-door initial brick-and-mortar store network.

Accelerated product engineering

To counteract competition from online-first labels, Peter England adopted faster product rollouts, securing follow-up inventory cycles prior to initial retail debuts. The supply chain shift focuses on loose silhouettes and monochromatic palettes designed for frequent wardrobe updates driven by content creation rather than single-occasion utility.

Strategic brand extension

Industry analysis indicates, youth fashion dominance will surpass 50 per cent of overall market volume by 2030. By anchoring VYBE within its established logistics network, Peter England scales lower-cost acquisition strategies - utilizing creator-led social campaigns and custom digital media assets over traditional media - to insulate core operations against brand dilution.

A mid-segment menswear specialist

Established in 1889 and acquired by Aditya Birla Group in 2000, Peter England dominates mid-segment menswear in India with over 1,000 stores. Expanding beyond core mid-priced formal apparel, the brand leverages established retail scale and sub-brand launches like VYBE to capture Gen Z market share and sustain multi-category sales momentum.

As consumer demand shifts toward traditional and artisanal wear ahead of the festive calendar, Fabindia has launched its dedicated Raksha Bandhan apparel and lifestyle curation. The retail major is showcasing handcrafted cotton-silk ensembles, woven dupattas, and coordinated family gifting lines across its nationwide network of experience centres. By emphasizing sustainable handloom techniques and indigenous textile crafts, the company aims to capture discretionary spending in urban markets where shoppers increasingly favor authentic, ethically produced garments over mass-produced fast fashion.

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Market dynamics and competitive positioning

The premium ethnic wear segment is experiencing heightened competition, forcing legacy retailers to optimize inventory levels and refine their omnichannel distribution models. Industry analysts note, wh0ile inflationary pressures on raw fibers have impacted input costs across the apparel sector, well-positioned brands maintain resilient pricing power through exclusive seasonal capsules. Consumers are seeking deeper emotional resonance and cultural connection in their apparel choices, which allows heritage-focused brands to sustain healthy average order values, observes Ananya Mukherjee, Retail Strategist. Fabindia's targeted digital campaigns and curated store displays are designed to convert browser traffic into high-value basket sizes during key gifting windows.

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Founded in 1976, Fabindia operates an extensive retail network across India, offering apparel, home furnishings, and personal care products sourced from rural artisans. Targeting urban middle-and-upper-income demographics, the brand plans to expand its experiential retail footprint. Backed by steady historical revenues exceeding INR 1,000 crore, the company balances community-driven craft economics with modern omnichannel growth.

Indian lifestyle and apparel major Fabindia has marked the successful completion of its first operational year in Sri Lanka, anchored by its flagship destination at Colombo’s Havelock City Mall. Developed in strategic partnership with The Swadeshi Industrial Works PLC, the international outpost has steadily captured consumer interest through its curated offerings of handcrafted ethnic wear, organic cotton apparel, and contemporary Western silhouettes tailored for local preferences. Retail analysts observe, cross-border expansion into neighboring South Asian markets allows established Indian heritage brands to capitalize on shared cultural affinities while diversifying revenue streams amid fierce domestic competition.

Strengthening artisan networks and conscious consumerism

The milestone underscores the commercial viability of ethical sourcing models in emerging retail corridors, connecting thousands of rural craftspeople directly with international consumer bases. By emphasizing sustainable materials and traditional handloom techniques, the brand has successfully resonated with conscious shoppers seeking premium lifestyle alternatives. The brand’s first year in Colombo has validated the universal appeal of sustainable craftsmanship and shared cultural heritage, notes a senior retail representative for Fabindia. Market stakeholders project, sustained localization strategies and omnichannel integration will enable the brand to further scale its footprint across South Asian retail ecosystems.

Driving conscious consumption

Fabindia is an iconic Indian retail platform specializing in sustainable fashion, home decor, and wellness products. Operating an extensive network across domestic and international markets, the brand connects over 55,000 rural artisans with global consumers, driving conscious consumption and heritage preservation.

E-commerce major Myntra has scaled its ultra-fast delivery service, M-Now, expanding rapid fulfillment across fashion, apparel, and personal care segments. Skincare brand La Pink joined the platform to capitalize on growing consumer demand for under-30-minute order execution. India’s quick commerce market, projected to expand from $3.3 billion to $9.9 billion by 2029, is prompting apparel retailers to deploy hyper-local dark stores in tier-1 metros. Sourcing data indicates impulse purchases of fashion accessories and beauty items now comprise nearly 18% of quick-commerce basket value. "Integrating express fulfillment enables direct access to high-intent urban shoppers during peak demand windows," noted a senior retail strategy executive at Myntra.

Logistics bottlenecks and inventory optimisation

Maintaining real-time inventory visibility across distributed dark stores presents structural challenges for high-SKU categories like apparel and personal care. Unlike standardized consumer packaged goods, apparel requires precise sizing management and higher return processing overheads. Retailers are deploying localized demand-forecasting software to minimize stockouts and maintain delivery speeds. In a recent trial across Bengaluru, quick delivery reduced cart abandonment rates for beauty and fashion products by 22%, demonstrating strong commercial potential.

Founded in 2023, La Pink is a personal care brand specializing in 100 per cent microplastic-free skincare, haircare, and fragrance formulations. Operating across Indian metro markets and major e-commerce platforms, the brand aims to double its retail footprint while scaling digital revenue to target Rs 100 crore in annual sales.

Levi Strauss & Co is aggressively diversifying its retail presence in India. The brand is shifting its strategic focus from a heritage denim-bottoms manufacturer to a comprehensive premium lifestyle brand. While jeans remain the cornerstone of its identity, the company is prioritizing rapid expansion into women’s apparel and total-look outfit solutions. This strategic evolution is clearly visible in the brand’s newer, large-format retail footprints, such as the 5,197-sq-ft flagship in Mumbai, which emphasizes head-to-toe styling rather than just denim.

Immersive retail and digital integration

The brand is doubling down on a direct-to-consumer (DTC) model to capture India’s growing middle-class spending power. By deploying larger, experience-driven stores that feature in-house tailoring services, Levi’s is moving away from purely transactional sales to building an immersive, long-term relationship with the urban consumer. Hiren Gor, General Manager - South Asia, noted that these spaces are designed to reflect the evolving expectations of contemporary shoppers who demand both personalization and consistent brand storytelling. This approach is further supported by an integrated omnichannel framework that seamlessly bridges the brand’s digital storefronts with its physical retail presence, ensuring that the brand experience remains uniform across platforms.

Ensuring premium retail experiences through physical and digital expansion

Founded in 1853, San Francisco-based Levi Strauss & Co. is a global leader in denim and apparel. The company markets a portfolio of brands, including Levi’s, Dockers, and Beyond Yoga. Entering India in 1994, it focuses on premium retail experiences, currently scaling its presence through strategic store expansion and e-commerce.

The Indian fashion e-commerce sector is increasingly utilizing high-velocity scarcity marketing to capture consumer attention during competitive promotional cycles. Homegrown digital retail major Myntra recently executed a high-impact strategy by launching an exclusive, time-restricted 18-hour flash drop for the coveted one8 collection, conceptualized alongside sporting icon Virat Kohli. This accelerated distribution model bypasses traditional seasonal calendar rollouts, leveraging digital urgency to trigger immediate consumer conversion. Industry analytics indicate time-bound micro-drops generate exceptional digital engagement metrics, driving heavy traffic spikes and accelerating inventory turnover compared with standard catalog deployments.

Capitalizing on celebrity-driven athleisure demand

The limited-window release strategically targets millennial and Gen Z shoppers seeking premium athleisure and casual lifestyle apparel aligned with celebrity endorsements. By restricting product availability to a tight window, the platform successfully created artificial scarcity, compelling shoppers to complete transactions rapidly. Flash drops alter consumer shopping behavior by replacing passive browsing with immediate purchasing intent, especially when paired with high-profile brand ambassadors, notes Rohan Mehta, Senior Retail E-commerce Strategist, Digital Commerce India. Analysts observe, such tactical activations allow online marketplaces to maximize short-term revenue velocity while maintaining high brand aspiration.

Focusing on sustainable material integration

The one8 brand, developed in partnership with cricket star Virat Kohli, specializes in premium athleisure, footwear, and casual lifestyle apparel. Distributed primarily through leading digital platforms like Myntra, the label targets urban youth. Its ongoing strategy focuses on limited-edition capsules, sustainable material integration, and high-energy digital campaigns.

Fast-fashion menswear brand Snitch is expanding its physical presence into East India with the opening of its flagship outlet in Kolkata on August 15, marking store number 127 in its national network. Having originated as an online fashion portal, the direct-to-consumer (D2C) brand has accelerated its brick-and-mortar retail footprint across Tier-I and Tier-II cities.

Physical retail now accounts for approximately 40 per cent of Snitch’s overall revenues, following a 75 per cent Y-o-Y growth in offline sales. Establishing physical retail touchpoints in key regional hubs like Kolkata allows the brand to capture high customer demand while complementing their digital reach, states Siddharth Dungarwal, Founder and CEO, Snitch.

Multi-channel diversification strengthens unit economics

The Kolkata entry forms part of Snitch’s broader strategy to scale its top-line revenue to Rs 1,400 crore in FY27. Having posted an 80 per cent revenue increase to Rs 900 crore in FY26 alongside positive EBITDA margins of 2–3 per cent, the firm is leveraging hybrid retail formats to lower customer acquisition costs. Beyond store expansion, the brand is integrating 60-minute quick-commerce fulfillment and extending product lines into lifestyle accessories and footwear to capture market share from legacy menswear competitors.

D2C menswear and retail footprint

Founded in 2020 in Bengaluru, Snitch manufactures trend-led men’s apparel, footwear, and accessories. Operating across digital platforms and 127 pan-India physical stores, the company reported Rs 900 crore revenue in FY26. Having raised $53 million from investors including IvyCap Ventures, Snitch targets Rs 1,400 crore revenue by FY27.