Maxwell to spread wings via franchise route

Maxwell Industries Ltd, a leading Indian company engaged in manufacturing and marketing of innerwear is seeking franchise partners to expand its network. Maxwell markets well-known brands like VIP Innerwear, Feelings, Eminence, Brat, Frenchie, Frenchie X, and VIP Feelings and all of their sub brands. Maxwell’s brands and their extensions occupy leadership positions with significant market shares in the respective categories. Currently, the brand has franchise stores in Kopar khairane (Navi Mumbai) and Kalyan.

Sunil J Pathare,Vice Chairman and Managing Director, Maxwell said: “We are looking for franchisees who will host these brands together. We have projects aligned mainly in Maharashtra. Advanced talks are on for Orissa,  Karnataka Andhra Pradesh and Kerala. We are targeting 100 stores in the next 2 - 3 years and tap markets of mainly top cities and metros.”

The group has 110,000 retail outlets in India alone with scope for further growth. An area of 300 sq ft with and investment of Rs 10-12 lakh is required to be a Maxwell franchisee.