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In a strategic leadership move, Landmark Group’s Max Fashion has announced the appointment of Sumit Chandna as the Chief Executive Officer of Max at Lifestyle International Pvt. Ltd. The appointment comes at a crucial time as the brand sharpens its focus on scaling operations, deepening consumer engagement, and fortifying its private-label leadership in India’s highly competitive fashion retail landscape.
Having served as Deputy CEO at Max, Chandna has been instrumental in driving the brand’s commercial and consumer strategy over recent years. His extensive retail experience—spanning leadership roles at Bata, Aditya Birla Retail, Hypercity, and Shoppers Stop—brings a diverse perspective across multiple retail formats, from fashion to grocery.
Expressing his enthusiasm about the new role, Chandna said, “I am truly honoured to take on the role of CEO at Max. Over the past few years, our team has worked tirelessly to transform the brand, and I look forward to continuing this journey of growth, innovation, and delivering exceptional experiences to our customers across India.”
With this appointment, Max Fashion reaffirms its commitment to leadership excellence and sustained growth in India’s evolving retail ecosystem.
The brand now operates 520+ stores across 200+ cities, with a clear strategy to penetrate deeper into non-metro and regional markets. Just last week, Max unveiled a 13,000 sq. ft. flagship ID store at Phoenix Marketcity, Bengaluru, designed to elevate the shopping experience while staying true to its core of delivering fashion at unmatched value.
Globally, Max is part of the Landmark Group’s fashion portfolio, operating 870+ stores in nearly 20 countries, with India emerging as a key growth driver.
Under Chandna’s leadership, Max has been advancing omnichannel expansion, scaling e-commerce capabilities alongside physical store growth. The brand has also leaned into culture-driven marketing with concerts, loyalty programmes, and regular “new drops,” requiring agile supply chains and strong merchandising cycles. A sharper private-label strategy has also been central to sustaining profitability while delivering value-driven fashion.
The Indian value-fashion market is witnessing intense competition, with pressures from organised players, discounters, and digital-first brands. For Max, the challenge lies in balancing rapid expansion with profitability. Chandna’s proven expertise in merchandising and private-label development positions him to steer the brand into its next phase.
