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Inside Fit & Flex: How Pathik Patel Built India’s Largest Cereal Plant & Cracked a ₹6,000 Crore Market

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Inside Fit & Flex: How Pathik Patel Built India’s Largest Cereal Plant & Cracked a ₹6,000 Crore Market

Fit & Flex is redefining the breakfast and snacking category in India with its innovative product line and state-of-the-art manufacturing. Founded in 2018-19 by Pathik Patel, the brand operates India’s largest cereal-making plant in Ahmedabad, producing high-quality granolas, mueslis, and protein-rich snacks.

Cutting-Edge Technology & Manufacturing Excellence

What sets Fit & Flex apart is its advanced, patented baking technology, sourced from Baker Perkins, a renowned UK-based company with over 150 years of expertise. This proprietary oven, stretching 21 meters, bakes products at 360 degrees, ensuring a low-moisture, high-crunch finish—critical for maintaining taste and freshness. With a capacity of 400 metric tons per month, the fully automated, human-touch-free production facility is BRC A-grade certified, US FDA-approved, and ISO 22000-compliant, meeting the highest global safety and quality standards.

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Overcoming Challenges & Expanding Reach

Launching in late 2019, Fit & Flex faced immediate hurdles due to the COVID-19 pandemic, which delayed its nationwide rollout. Despite the setbacks, the brand strategically expanded its distribution to 22 cities and 14,000 outlets by mid-2022. Today, Fit & Flex products are available in over 6,000 retail stores across metro cities and leading modern trade chains such as D-Mart, Reliance Smart, and e-commerce platforms. Internationally, the brand has a strong presence in Dubai, with over 1,500 retail points and exports to 14 other countries.

A Growing Market & Changing Consumer Preferences

While India’s breakfast culture has traditionally favored hot meals like parathas and dosas, urban lifestyles and health consciousness are driving demand for convenient, nutritious alternatives. The Indian breakfast cereal market, valued at ₹2,200 crore in 2019, has now surpassed ₹6,000 crore, fueled by increasing awareness about healthy eating. A significant trend is the shift from sugary cornflakes to fiber-rich oats, mueslis, and granolas.

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Diversified Product Portfolio

Fit & Flex has built a robust portfolio with over 35 SKUs, categorized into:

  • Breakfast Cereals: Mueslis, granolas, and oats.
  • Snacking Options: Protein puffs, oat-based multigrain mixtures, and mini bites.

Beyond its own brand, Fit & Flex also engages in private label manufacturing for industry giants such as Carrefour (Middle East), Lulu, Tata Soulfulls, and Alpino. Negotiations with global players like Kellogg’s and Yoga Bar indicate a strong growth trajectory.

With a commitment to quality, innovation, and health-conscious offerings, Fit & Flex is not just competing in the market—it’s shaping the future of breakfast and snacking in India.

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Tibb’s Frankie: How Jasmit Tibb’s Genius Turned a Shawarma Encounter into a Multi-Crore Indian Street Food Phenomenon

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Tibb’s Frankie: How Jasmit Tibb’s Genius Turned a Shawarma Encounter into a Multi-Crore Indian Street Food Phenomenon

In 1969, when Jasmit Tibb’s father was returning from the UK after a failed electronics venture, he made an unexpected stop in Beirut. That layover turned out to be life-changing—not just for him, but for India’s street food culture. It was there that he first encountered the shawarma, a Middle Eastern delicacy that sparked an idea. Inspired, he decided to bring a similar concept to India but with a twist, and thus, Tibb’s Frankie was born.

Back home, he started experimenting in the family kitchen, focusing on freshly prepared parathas and spiced lamb, a combination rooted in Punjabi flavors. What started as a small roadside stall soon became a pioneering success in street food innovation. Initially, the family tried selling pre-packaged rolls, but it didn’t quite click. The breakthrough came when they decided to prepare them fresh on hot plates—a move that turned Tibb’s Frankie into an instant hit.

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The Birth of the “Frankie” Name

The name “Frankie” has its own interesting backstory. In 1969 or 1970, during a West Indies vs. India cricket match, legendary cricketer Frank Worrell hit a stunning shot. A fan in the crowd exclaimed, “What a shot, Frankie!” and Jasmit’s father, who overheard the moment, decided on the spot: Frankie would be the name of their new food creation.

From a single stall, the demand exploded. By the 1970s and ’80s, Bombay’s elite—Parsi businessmen, Bollywood stars, and well-dressed socialites—could be seen lining up at their kiosk. What was once an experiment had now become a must-have meal for the city.

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Adapting to Changing Tastes

Even after 54 years, Tibb’s Frankie remains a household name, evolving with changing food trends. “We’ve always been healthy,” says Jasmit Tibb. “Think about an Indian meal—it has carbs, protein, fat, and flavor. That’s exactly what Frankie has.”

As a trained chef from IHM Mumbai, Jasmit himself has led innovation at Tibb’s Frankie since 1994. The brand has consistently evolved, introducing new flavors to match changing palates. More recently, Tibb’s Frankie has embraced the growing focus on nutrition without compromising on taste. With the rise of protein-rich diets, the brand developed a “protein roti,” a nutrient-dense alternative designed to cater to health-conscious consumers. This innovation even earned them recognition in the U.S., where they were invited to study the future of protein-based foods in the industry.

Over the years, Tibb’s Frankie has evolved to keep up with changing consumer preferences while maintaining its core values of freshness and quality. Unlike many fast-food brands, Tibb’s Frankie has always focused on freshly prepared ingredients. 

The business prides itself on using high-quality meats, handcrafted spice blends, and a signature roti that holds everything together. The brand has also expanded its range, adapting to India’s shifting palate by introducing a variety of fillings, from classic mutton and chicken to innovative vegetarian options. Now, taking the brand forward with Mr. Jasmit Tibb are Mr. Harpreet Tibb and Mr. Vikas Khemani, who are focused on expanding its reach and strengthening its market presence.

From an idea sparked in Beirut to a legendary street food empire in India, Tibb’s Frankie isn’t just a snack—it’s a cultural phenomenon. And with continuous innovation, its future looks just as flavorful as its past.

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How Sumit Jasoria’s Newme Plans to Hit ₹5,000 Crore by 2030—100 Stores, Zero Wastage, and an IPO on the Horizon

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How Sumit Jasoria’s Newme Plans to Hit ₹5,000 Crore by 2030—100 Stores, Zero Wastage, and an IPO on the Horizon

Newme, a fast-fashion brand founded by Sumit Jasoria, is rewriting the rules of trend-driven retail with its razor-sharp focus on Gen Z, ultra-fast inventory turnover, and a data-fueled approach to design. By 2030, the company aims to hit ₹5,000 crore in revenue, scaling aggressively both online and offline. Speaking to IndiaRetailing, Jasoria shared that the brand is planning to open 100 stores across India while also gearing up for an initial public offering (IPO).

A Data-Driven Fashion Machine

What sets Newme apart is its tech-heavy, data-first strategy. The company operates with zero pre-managed inventory, relying entirely on real-time consumer insights to dictate production. Every Friday at exactly 5 PM, Newme drops fresh collections, a process made possible by a proprietary supply chain model that turns design concepts into finished products within a week.

“We’re running on a system powered by generative AI, where there’s no minimum order quantity (MOQ) from day one,” Jasoria explained. “This lets us move at a pace that few brands can keep up with while keeping wastage in the single digits—among the lowest in the industry.”

This hyper-efficient model has led to explosive growth. In its first year, Newme expanded sevenfold, followed by a 3X jump in the second year. The company is on track for another 3X leap this year, with projected revenue of ₹220-240 crore by FY25 and ₹700-800 crore by FY26.

100 Stores, No Two Alike

Newme isn’t just betting on online dominance—it’s taking a fresh approach to physical retail, too. Currently operating around 13-14 stores, the brand plans to scale up to 100 locations by 2030. But unlike traditional retailers with static inventory, Newme’s stores refresh their collections every single week.

“No two locations are identical,” Jasoria said. “Even in Delhi, our three stores have completely different assortments tailored to local customer preferences. Every time someone walks in, they see something new—that’s what keeps them coming back.”

IPO on the Horizon

Beyond hitting its revenue targets, Newme has bigger ambitions. Jasoria confirmed that the company is actively working toward an IPO before the decade ends, aiming to position itself as a global fashion powerhouse rooted in India’s evolving retail landscape.

“Our model eliminates designer bias—we don’t rely on intuition, but on actual customer data to make design decisions,” he said. “That’s something we know we can scale beyond India.” The company plans to replicate its playbook internationally, blending digital sales with brick-and-mortar expansion in key global markets.

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Designed by Customers, for Customers

At its core, Newme caters to Gen Z shoppers who crave constant novelty, affordability, and personalisation. The company’s weekly design cycles aren’t based on trends pulled from thin air—they’re dictated by millions of data points from app activity, wishlists, shares, and purchase behavior.

“We track everything—what people browse, what they share, how often they come back to the app. All of it directly informs our design pipeline,” Jasoria explained. “That’s how we achieve a 90% accuracy rate in predicting demand, which keeps wastage low and sell-through high.”

Newme is already operating at breakneck speed, with a design-to-shelf cycle of just 7-8 days. But Jasoria has his sights set on pushing it even further—to just five days. The next evolution? Letting customers co-create collections.

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“We want to open up the design process itself. Our most engaged users—our power customers—will soon be able to submit their own designs. If their ideas make the cut, they’ll see them come to life in our collections,” he said. “That’s going to drive even stronger engagement and loyalty, which are already among the best in the industry.”

With its data-powered engine, aggressive expansion strategy, and an eye on the stock market, Newme isn’t just keeping up with fast fashion—it’s setting the pace.

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NapTapGo Secures $500,000 to Bring Capsule Hotels to India’s Budget Travel Market

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NapTapGo Secures $500,000 to Bring Capsule Hotels to India’s Budget Travel Market

Pod hotel startup NapTapGo has raised $500,000 in pre-seed funding, with venture studio T9L Qube leading the round. The company aims to revolutionize India’s budget hospitality scene by introducing Japan-inspired capsule hotels in high-traffic areas like IT hubs, city centers, and religious destinations.

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Betting Big on India’s $20 Billion Budget Hotel Market

With India’s budget hotel industry valued at $20 billion and growing at 13-15% annually, NapTapGo sees an opportunity to cater to travelers looking for affordable yet high-quality accommodations. Unlike traditional budget hotels, which often struggle with space and hygiene issues, NapTapGo’s compact, tech-driven pod hotels promise a clean, comfortable, and secure stay.

Co-founders Nitin Malhotra and Himanshu Shukla say their target audience includes solo travelers, working professionals, and frequent flyers aged 25 to 60 who need short-term, convenient lodging without paying for unnecessary frills.

Why T9L Qube is Backing NapTapGo

Investors see NapTapGo as a game changer in India’s hospitality sector. T9L Qube’s co-founders, Fahad Moti Khan and Gaurav Gaggar, highlighted how pod hotels fit the evolving demands of modern travelers.

“We see pod hotels as an innovative solution in budget travel. Whether it’s a business traveler needing a few hours of rest or a pilgrim visiting a religious site, these capsules provide a hygienic, affordable, and high-quality alternative to conventional hotels,” they stated.

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The Rise of Capsule Hotels in India

While capsule hotels have been a hit in Japan for years, India is only beginning to embrace the trend. NapTapGo wants to lead this shift by offering a standardized, space-efficient lodging experience that guarantees cleanliness and comfort.

Even billionaire industrialist Anand Mahindra took notice, calling the concept “pretty cool” on social media.

With fresh capital, NapTapGo plans to scale rapidly and introduce more pod hotels across India. The company is betting that its minimalist yet premium model will appeal to cost-conscious travelers tired of the inconsistency in budget stays.

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Nestlé’s Nespresso Enters India: CEO Philipp Navratil Plans Big with More Stores, Higher Coffee Sourcing, and a Premium Brew Experience

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Nestlé’s Nespresso Enters India: CEO Philipp Navratil Plans Big with More Stores, Higher Coffee Sourcing, and a Premium Brew Experience

Nespresso, the premium coffee brand under Swiss multinational Nestlé SA, has officially entered the Indian market with its first boutique store, launched on Thursday. The company sees India as a key market, both for its growing coffee culture and as a vital source of high-quality coffee beans.

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India’s Coffee Boom: A Big Opportunity for Nespresso

Philipp Navratil, Nespresso’s CEO, is bullish on India’s potential, stating that the country presents a “massive opportunity” for premium coffee. With coffee consumption and café culture on the rise, Nespresso plans to expand its presence with more boutique stores, where customers can experience its signature coffee blends and high-end machines firsthand.

“So we are here for the long term, we are now open, and we will stay here forever. India is a coffee shop country, and we live in India,” Navratil told PTI.

The company has partnered with Thakral Innovations as its official distributor in India, ensuring that Nespresso’s full range of coffee products reaches both retail consumers and business clients.

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Expanding Sourcing from India

Nespresso has been sourcing premium green coffee from India since 2011, working directly with around 2,000 farmers in Karnataka. Currently, Indian coffee is used in nearly 20% of Nespresso’s global blends. However, Navratil confirmed that this number is set to increase as the brand deepens its commitment to Indian coffee growers.

“We had an Indian single-origin, master-origin capsule that we would sell everywhere, but not in India. Bringing that back to India now is closing the circle—from farm to cup—now also for Indian consumers,” Navratil said.

With growing global demand for Indian coffee, Nespresso is looking to expand its sourcing operations, ensuring greater support for farmers while strengthening its supply chain.

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How Mohit Gupta and Mukesh Bansal’s ₹216 Crore Bet on Coyu Is Reshaping India’s Premium Fashion Market

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How Mohit Gupta and Mukesh Bansal’s ₹216 Crore Bet on Coyu Is Reshaping India’s Premium Fashion Market

Coyu is the latest player in India’s ever-expanding fashion retail scene, but it’s not just another platform in the crowd. Positioned in the mid-premium segment, this multi-brand fashion and lifestyle venture is carving out its own space, focusing on curated, high-quality apparel for modern women.

Founded just four months ago, Coyu is the brainchild of two industry heavyweights—Mohit Gupta, co-founder of Zomato and former COO of MakeMyTrip, and Mukesh Bansal, the visionary behind Myntra and Cult.fit. The name Coyu is derived from “curated for you” and “collected for you,” reinforcing the brand’s promise of a thoughtfully selected range of premium fashion.

Since its October 2024 launch, Coyu has brought on board over 50 national and international brands. It made its retail debut in Delhi with two stores and a direct-to-consumer (D2C) website on the same day. Recently, the brand opened its 6,000 sq. ft. flagship store at the IREO complex in Gurugram, signaling its commitment to a strong offline presence.

Now, Coyu is gearing up for an aggressive expansion across India, with plans to scale both its store count and brand portfolio while cementing itself as a major omnichannel retail player.

Why Coyu? A Fresh Take on Premium Fashion

With countless fashion retailers already in the market, what makes Coyu stand out? According to founder and CEO Mohit Gupta, India’s online fashion boom over the past decade has primarily catered to mass-market and luxury consumers. However, the mid-premium segment—priced slightly above brands like Zara—remains an underserved space, particularly for women.

“Women’s fashion is fundamentally more complex than men’s. It involves more silhouettes, a greater variety of textiles, intricate detailing, and considerations around fit, modesty, and boldness,” Gupta explains. “Despite this, very few retailers have effectively addressed these nuances. There’s a gap between fast fashion and high-end luxury, and we’re here to bridge that.”

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Beyond the products themselves, Coyu is also tackling an industry-wide challenge: making premium fashion discovery seamless and cost-efficient for both shoppers and brands.

Funding and Growth Plans

Backed by strong investor confidence, Coyu raised approximately $26 million in mid-2024 from Prosus Ventures, Peak XV, and Sofina, along with several angel investors. This funding is fueling the brand’s expansion, allowing it to scale both its physical and digital presence.

Brand Lineup: Global Meets Local

Coyu’s portfolio currently includes a mix of established international labels and homegrown Indian brands. Some of the global names on offer include Karen Millen and Sister Jane (UK), DKNY (New York), Salsa Jeans (Portugal), and Sylvian Heach (Italy).

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On the domestic front, Coyu features designers like Saaksha & Kinni, Karaj Jaipur, Silai Studio, Rainas, Sheetal Batra, Our Love, Dash and Dot, and Linen Bloom, among others.

With a strong foundation, a clear vision, and a rapidly growing presence, Coyu is set to redefine the premium fashion landscape in India.

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Ekart & IKEA Team Up for High-Speed Deliveries: 24-Hour Fulfillment, 7,000+ Products, and Electric Fleet Rollout in North India

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Ekart & IKEA Team Up for High-Speed Deliveries: 24-Hour Fulfillment, 7,000+ Products, and Electric Fleet Rollout in North India

Ekart, a leading supply chain and logistics company, has teamed up with IKEA India to streamline last-mile deliveries for the home furnishing giant. Under this partnership, Ekart will handle the doorstep delivery of IKEA’s extensive 7,000+ product catalog, ensuring faster and more efficient order fulfillment across North India.

With its expertise in managing large parcels, Ekart will play a key role in executing quick and optimized deliveries, allowing IKEA to fulfill most customer orders within 24 hours. The collaboration is expected to enhance operational efficiency, as Ekart boasts a 99%+ success rate in pre-paid shipments, setting high industry standards for reliability and precision.

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Deliveries will be powered through IKEA India’s newly launched fulfillment hub in Delhi-NCR, where real-time tracking will offer customers better visibility of their orders. Additionally, the partnership aligns with IKEA’s sustainability goals, as Ekart will deploy a fleet of electric vehicles to reduce the environmental impact of its logistics operations.

Mani Bhushan, Chief Business Officer at Ekart, highlighted the synergy between the two brands, stating:

“This collaboration reflects Ekart’s capability to provide enterprise-grade supply chain solutions for large retailers. IKEA’s mission is to create a better everyday life for people, and we are proud to contribute to that vision. Our shared values of transparency, sustainability, and customer-first service make this a natural fit. Together, we aim to deliver an unmatched experience for IKEA customers.”

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Beyond this partnership, Ekart supports over 400 retail brands, offering a range of logistics services, including last-mile delivery, part-truckload (PTL) and full-truckload (FTL) shipping, warehousing, and innovations like Open Box Delivery and product refurbishing. With this latest collaboration, Ekart continues to strengthen its position as a go-to logistics partner for major retail brands in India.

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Bewakoof Expands Offline Presence with New Store in Bengaluru’s Koramangala

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Bewakoof Expands Offline Presence with New Store in Bengaluru’s Koramangala

Casual fashion brand Bewakoof has opened its latest retail outlet in Koramangala, Bengaluru, marking its fourth store in the city. The brand, known for its quirky and affordable apparel, announced the launch on social media, calling it “Koramangala’s new fashion hotspot.”

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Founded in 2012 by IIT alumni Prabhakaran Singh and Siddharth Munot, Bewakoof started as a digital-first brand, catering primarily to 16-34-year-olds with a range of clothing and accessories for men, women, and kids. After over a decade as an online-only player, the brand stepped into offline retail in July 2024, opening its first store at Forum Falcon Mall, Bengaluru.

With additional stores in HSR Layout and Brigade Road, the Koramangala launch strengthens Bewakoof’s foothold in the city. Beyond Bengaluru, the brand also operates stores in Pune and New Delhi, bringing its total offline count to six.

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As Bewakoof continues expanding its brick-and-mortar presence, the move signals a growing demand for D2C brands in physical retail, blending the convenience of online shopping with an in-store experience.

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Art Prices Crash by 18.3%, Whisky Falls 19.3% from Peak—Knight Frank’s 2025 Report Reveals the Biggest Luxury Investment Shocks

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Art Prices Crash by 18.3%, Whisky Falls 19.3% from Peak—Knight Frank’s 2025 Report Reveals the Biggest Luxury Investment Shocks

Luxury collectibles took a hit in 2024, with fine art suffering the steepest decline among passion investments, dropping 18.3% year-on-year, according to Knight Frank’s Wealth Report 2025. The report, released on Wednesday, reveals that while some high-end assets managed to hold their ground, several once-thriving categories saw sharp corrections.

The Knight Frank Luxury Investment Index (KFLII), which tracks the performance of ten sought-after collectibles, showed that only half of them appreciated in value last year. Handbags emerged as the strongest performer, with a 2.8% rise, followed by jewelry (2.3%), rare coins (2.1%), watches (1.7%), and classic cars (1.2%).

At the other end of the spectrum, fine art took a major hit, reversing its double-digit gains from 2023 and faring worse than it did during the COVID-19 crash, when values dropped 17%. Fine wine was next in line, sliding 9.1%, as shifting consumer habits reshaped the market.

The rare whisky sector, which had been on a decade-long bull run, saw another difficult year. Prices slumped 9% in 2024, bringing total losses to 19.3% since the market’s 2022 peak. Increased availability of stock in the secondary market has put significant pressure on prices.

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Other categories that struggled included designer furniture, which declined 2.8%, and colored diamonds, down 2.2%.

Overall, the KFLII index fell 3.3% in 2024, marking its second consecutive year of negative growth. The once-reliable assumption that rarity guarantees rising value is now being challenged, as collectors and investors navigate a more unpredictable landscape.

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Liam Bailey, Global Head of Research at Knight Frank, provided a long-term perspective on the luxury investment space:

“Over time, collectibles have proven their worth as an investment. If you had put $1 million into the KFLII in 2005, that portfolio would now be worth $5.4 million. By comparison, the same amount invested in the S&P 500 would be valued at $5 million today.”

Despite the current slowdown, the report suggests that luxury assets remain a key component of high-net-worth portfolios, though selectivity and timing will be crucial moving forward.

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Double Bull’s Big Comeback: CEO Jatin Manodra Unveils Bold Expansion Plans to Hit ₹100 Crore by FY31

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Double Bull’s Big Comeback: CEO Jatin Manodra Unveils Bold Expansion Plans to Hit ₹100 Crore by FY31

Celebrating five decades in the fashion industry, men’s clothing brand Double Bull—known for its bold, vibrant party wear that made waves in the ’90s—is making a strong comeback in Indian retail with an ambitious expansion plan.

The brand, which currently generates Rs 35 crore in revenue, is setting its sights on hitting Rs 100 crore by FY31. To fuel this growth, Double Bull is ramping up its presence in multi-brand outlets (MBOs) and plans to open over 50 exclusive brand outlets (EBOs) across urban and rural markets in 14 states by the end of this year.

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Taking a step into the digital-first space, the company has also announced the launch of its own e-commerce platform, expected to go live later this year. Alongside these expansion efforts, Double Bull has brought in key leadership hires to steer the brand into its next phase of growth.

Founded in 1974, Double Bull became a household name with its trendsetting party shirts that captured the imagination of young India. Now, with a renewed focus, the brand is looking to strike the perfect balance between premium quality and affordability, making stylish fashion accessible to a wider audience.

“As we celebrate 50 years in the industry, this milestone is a testament to our brand’s resilience and commitment,” said Jatin Manodra, CEO of Double Bull. “With a refreshed vision and a strong leadership team in place, we’re charting a clear path for sustained growth.”

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Beyond its retail expansion, Double Bull is also diversifying its product range to cater to today’s evolving consumer needs. The brand is set to introduce a fresh collection that goes beyond party wear—offering stylish, high-quality apparel designed for versatility, comfort, and everyday wear.

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