We did not start a company, we started a concept. Apparel group India is a leading franchisee for premier International fashion brands, We offer value- based products to our customers and growth for our partners. In 2001, the mindset of the Indian retail market was more market and less retail. The dominance of local brands, outdated formats such as garment shops, department stores and multi-branded outlets (MBOs) dominated purchase patterns, offering customers a lackluster shopping experience. Apparel Group India Private Limited was one of the first few retail organizations to focus on the retail of premier international brands through the exclusive brand outlets format in India. In a time where price points played a very important role in purchase decision, Apparel Group took the Indian retail head on, breaking the price-point barrier with the launch of the Spanish brand Mango in Mumbai. Perceived to be a privileged brand that catered to class vs. mass, strategic re-pricing and a highly visible promotional campaign repositioned Mango as an affordable brand and increased its customer base.