Branding the store:

According to its promoters, Ram Das Mohan Lal Maheshwari has now evolved as a concept that combines elegant designs with sophisticated materials and functionality. Branding this concept to the consumers is not considered to be a necessity as the store is a known destination for ethnicwear in Hapur.

"The store's windows display our collections that have been speaking about us for the last 60 years and we invest in expanding our collections. We do spend in advertisement campaigns in print and electronic media whenever a collection is added. Besides, we also send newsletters and festival offers occasionally," informed Maheshwari.

Grievances and Plans:

Listing out impediments for growth, the company voiced out its grievances against some government policies. "Government should not charge VAT on clothes, rather this should be under excise duty as it was done earlier. This tax has hampered a lot of our plans and prospects," said Maheshwari.

However, the company has recently opened a ready to wear apparel shop in Hapur. Called Satyam Fashion, the outlet retails apparel from some upcoming as well as renowned brands. The company has also lined up an aggressive expansion plan as it will open its branches across Delhi and the NCR. "We have already booked some spaces around NCR and will be opening within the next six months. Besides we are also considering options to open through the franchise route," informed Maheshwari.

The company is not planning to open outlets in malls and shopping centres as it feels that doing this will require a lot of investments. "The mall developers charge a huge amount of money as rentals. Hence we have decided to expand our own way and are not opening in malls and shopping centres."

The ethnicwear industry, according to the KSA Images analysis, is steadily growing at around 35 per cent a year, and the company has set a vision to be counted among the top five ethnic wear retailers in the country by 2010.