Madame: In sync with times and one step ahead

Daughter company of Jain Amar Clothing Pvt.Ltd., Madame was launched in 1993. With the brand's first exclusive store in Mumbai in 2002, it has now expanded to over 155 stores all over India. With ever-evolving trends, Madame claims to be in sync with the times, and sometimes one step ahead. Be it adopting latest technology, intuitive consumer interface, compelling in-store experience, or serving the hottest global trends at accessible price points, Madame has always been counted among the top fashion brands in India. In an interview with Images Business of Fashion's Bhavishya Bir, Akhil Jain, Executive Director of Madama discusses the company's expansion plan, marketing strategy, product collection and more.

What is your retail strategy for the financial year 2023-24?

For the year 2023, we plan to continue to prioritize innovation, both, in our products, and our services. We bring looks for every season and styles for every reason at an affordable price and premium quality.

With a deeper focus on improving customer experience, and creating delight across various customer touch points, we are planning to add 70 more retail counters at pan India level and reach our customers in tier 2 and 3 cities.

The brand aims to grow 40% YOY and hit the checkpoint of 500 Cr revenue in this very year.

What are the brand's expansion plans in tier 2 and tier 3 cities?

We are already serving Tier 2 markets with strong retail presence via exclusive brand outlets (EBO), multi brand outlets (MBO) and large form retail (LFR) formats from the past 3 years, and we're looking forward to strengthening our position in newer markets. If we look at the next 5 years, we're confident of a strong pan-India presence in an EBO format, and an aggressive penetration via the LFR and MBO formats.

Tell us about your omni-channel retail initiatives.