Maxwell Industries Ltd to expand in South and West

Maxwell Industries Ltd, an inner wear manufacturer and marketer, is seeking expansion in South and West via franchise route. The brand presently has 10 outlets in the country and is planning to open 20 more stores by 2014 end.

“We are targeting A and B class cities especially in South and West for expansion. In initial phase, we will be focusing more on Mumbai and upcountry areas of Maharashtra like Pune, Nagpur, Kolhapur and Nasik. In South, cities like Bangalore, Hyderabad, Kochi, Mangalore and Vijayawada will be covered,” says Kapil Pathare, Director, Maxwell Industries Ltd.

The brand has been into the business for more than 30 years. Maxwell owns generic brands like VIP and Frenchie apart from other brands like Feelings, Brat and Eminence. To further strengthen its association, EBO (Exclusive Brand Outlet / Franchisee) was the next significant step in the direction of creating new, unique and holistic product experience for consumers at the retail level.

The store caters to various intimate-wear needs of men, women and kids. The store offers latest styles and colours from all the brands that come under Maxwell Industries Ltd.

On the franchise model, the Director, says, “We keep reworking straight from the basics like sales training, system implementation, product portfolio to marketing strategy and provide regular inputs and implement marketing activities. The initial six to 12 months are crucial to ensure sustainability. To further improvise and strengthen our franchisee network, we will be coming out with master franchisee model and other models like revenue sharing FOCO (Franchisee Owned Company Operated).”