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Fashion conscious or higher spending power—whatever be the reason, when it comes to making a foray in India, Delhi seems to top the charts for brands. According to an ET report, several US food chains which includes <keyword id="33542" type="COMPANY" weightage="20" keywordseo="Burger-King">Burger King</keyword>, Johnny Rockets and Wendy’s chose Delhi over any other part of the country to make its debut in India. 
 But it isn’t the new players that are looking at Delhi to enter India, for existing players such as Arvind Lifestyle Brands that sells premium brands such as <keyword id="17228" type="PERSON" weightage="20" keywordseo="Calvin-Klein">Calvin Klein</keyword>, <keyword id="175846" type="ORGANIZATION" weightage="20" keywordseo="US-Polo">US Polo</keyword> and Nautica products in India, the Delhi outlets earn 20% more revenue than its counterpart elsewhere in the country. And for exactly this reason, <keyword id="6431981" type="COMPANY" weightage="20" keywordseo="gap">GAP</keyword>, which will soon launch in India by Arvind Lifestyle, has chosen Delhi for its grand entry. Arch-rival <keyword id="150626" type="COMPANY" weightage="20" keywordseo="HM">H&amp;M</keyword> (Hennes &amp; Mauritz) too will commence their operations in India by launching in Delhi first. 
 
According to real-estate advisory firm JLL India, the Delhi-NCR region has 15 successful malls as compared to Mumbai, which has 10 successful malls in its kitty. 
 
"The availability of quality space in premium locations in the NCR is more," said Pankaj Renjhen, MD for retail services at consultancy firm JLL India in the report. He added, “Brands usually want to launch from a top market. That market in Mumbai is south Mumbai, which only has one good mall. In comparison, south Delhi has five good, performing malls." 
 
It should be noted that the malls in Delhi-NCR regions not only cater to the consumers in the city but also to those in neighbouring cities of Chandigarh, Ludhiana, among others. 
 
“Delhi records higher productivity for any fashion store and Delhi is all season, where you not only sell summer apparel but also winter clothing," said J Suresh, CEO of Arvind Brands in the report. He further explained, “Also,, Delhi today is by far number one in terms of fashion adaptation.”

Know why GAP, H&M chose Delhi over Mumbai and Bangalore

Bengaluru is all set to have it’s first store of H&amp;M, the Swedish retailer, which is known worldwide for fashion and quality at the best price. The store will open at VR Bengaluru on Friday, 25 March at 11 AM. 
 
The 30,000 plus square feet store would be spread over 2 floors, so that it can offer a wide variety of the latest fashion trends to Bengaluru’s fashion-loving crowd. 
 
"We are very proud to open our first store in VR Bengaluru and bring to our customers what H&amp;M is known for world over- fashion and quality in the best price, in a sustainable way." Janne Einola, country manager for H&amp;M Hennes &amp; Mauritz Retail, India, told ET. "At H&amp;M we always have something for everyone, and we can't wait to welcome all Bengaluru shoppers to this fantastic store." 
 
At the launch weekend, there would be some great surprises for the shoppers, including performances, foot-tapping music and H&amp;M goodies. 
 
After Bengaluru, H&amp;M has plans to open stores in Mohali, Noida and Mumbai. 
 
After the government allowed 100 per cent foreign direct investment in single-brand retail, H&amp;M is the first overseas firm to enter India alone. 
 
<a href="http://cultcranberry.com/wp-content/uploads/2015/09/hm-563x353.jpg">Image source</a>

Bengaluru to have its first H&M store this month

<keyword id="686667" type="ORGANIZATION" weightage="100" keywordseo="Hennes-Mauritz-AB">Hennes &amp; Mauritz AB</keyword>, or <a href="http://www.businessinsider.in/searchresult.cms?query=H%26M&amp;sortorder=effectivedate">H&amp;M</a>, the international retailer whose recent foray into India barely a year back has seen an unprecedented response has revealed the three <a href="http://www.businessinsider.in/searchresult.cms?query=INDIAN+CITIES&amp;sortorder=effectivedate">Indian cities</a> that will get <keyword id="3430197" type="UNKNOWN" weightage="60" keywordseo="HM-outlets">H&amp;M outlets</keyword> this year. 
 
The Swedish brand has zeroed in on <a href="http://www.businessinsider.in/searchresult.cms?query=CHENNAI&amp;sortorder=effectivedate">Chennai</a>, <a href="http://www.businessinsider.in/searchresult.cms?query=PUNE&amp;sortorder=effectivedate">Pune</a> and Mumbai for store openings later this year. 
 
Following two consecutive openings in Mumbai in fall, the third store in the city will be located at Inorbit Mall, Malad and spread across 30,800 sq.ft. 
 On the other hand, Chennai will have its first <keyword id="150626" type="COMPANY" weightage="100" keywordseo="HM">H&amp;M</keyword> store sprawling over 34,500 sq.ft at Express Avenue Mall while two locations have been confirmed for stores in Pune at Phoenix Marketcity (33,000 sq.ft) and Westend Mall (23,000 sq.ft). 
 
At the moment, H&amp;M has three outlets in Delhi and one in Bengaluru. 
 After a robust India entry, H&amp;M plans to maintain its new opening strategy in the market. In keeping with the brand’s global mandate, the focus will remain on launching new stores at key <keyword id="6368952" type="ORGANIZATION" weightage="100" keywordseo="shopping">shopping</keyword> and retail destinations across India, so as to give fashion-lovers the complete H&amp;M experience. 
 "H&amp;M is having a great first year in India, the fantastic response from our consumers, to adopt international trends in their wardrobes, and a stronger economy have encouraged us to explore new markets in metros and beyond. All our new locations will be full concept stores, offering the latest in women’s, men’s and children’s <keyword id="6" type="ENTERTAINMENT" weightage="100" keywordseo="fashion">fashion</keyword>,” elaborated Janne Einola, Country Manager.

H&M just revealed the three Indian
cities where it will open stores this year

Debates – both politically motivated and economy-focused – might be raging in India regarding <keyword id="44749" type="ORGANIZATION" weightage="100" keywordseo="Foreign-Direct-Investment">foreign direct investment</keyword> (<keyword id="44528" type="ORGANIZATION" weightage="100" keywordseo="FDI">FDI</keyword>) in the retail segment, but the <keyword id="44734" type="ORGANIZATION" weightage="100" keywordseo="Indian-Government">Indian government</keyword> is constantly paving the path for global majors to enter the <keyword id="47445" type="UNKNOWN" weightage="100" keywordseo="Indian-market">Indian market</keyword>. In its latest bid to attract foreign investment, the Foreign Investment Promotion Board (<keyword id="6360345" type="ORGANIZATION" weightage="100" keywordseo="FIPB">FIPB</keyword>) has given its nod to <keyword id="1130286" type="UNKNOWN" weightage="100" keywordseo="swedish-retailer">Swedish retailer</keyword> <keyword id="771163" type="COMPANY" weightage="100" keywordseo="Hennes-Mauritz">Hennes &amp; Mauritz</keyword> (<keyword id="150626" type="COMPANY" weightage="100" keywordseo="HM">H&amp;M</keyword>) who plans to open 50 stores across the country and <keyword id="47916" type="UNKNOWN" weightage="80" keywordseo="invest">invest</keyword> around Rs 700 crore under the single-brand retail format. 
 The FIPB approval will allow the world’s second biggest fashion retailer to set up a wholly owned subsidiary in the country, according to a government statement. Last year, the Indian government opened up the retail sector to foreign investors, allowing up to 51% <keyword id="405850" type="UNKNOWN" weightage="100" keywordseo="FDI-in-multi-brand-retail">FDI in multi-brand retail</keyword> and 100% for single-brand retail. The government eased the rules further in August this year to woo <keyword id="1965137" type="UNKNOWN" weightage="100" keywordseo="Global-chains">global chains</keyword> such as <keyword id="46675" type="CITY" weightage="80" keywordseo="Wal-Mart">Wal-Mart</keyword> and <keyword id="57606" type="COMPANY" weightage="80" keywordseo="Carrefour">Carrefour</keyword> although the FIPB, nodal body for monitoring <keyword id="396143" type="UNKNOWN" weightage="100" keywordseo="Foreign-investments">foreign investments</keyword>, had kept a stringent watch over some key deals. The FIPB can vet proposals up to Rs 1,200 crore and anything above that amount has to be referred to the <keyword id="120170" type="ORGANIZATION" weightage="80" keywordseo="Cabinet-Committee-on-Economic-Affairs">Cabinet Committee on Economic Affairs</keyword> (CCEA). 
 Interestingly, there is another Swedish retailer that has been quite active in the Indian market. The budget furniture chain <keyword id="6371031" type="COMPANY" weightage="100" keywordseo="Ikea">IKEA</keyword> was one of the first companies to receive an FIPB approval for its investment plans in May this year. IKEA is now planning to enter the country with an investment of around Rs 10,500 crore. But the company is yet to announce the location for its first store. 
 It is not difficult to understand why retail giants from all over the globe are targeting the Indian market. H&amp;M has strong interest in <keyword id="21718" type="ENTERTAINMENT" weightage="100" keywordseo="Asia">Asia</keyword> as the company posted rising profits in the September quarter due to its steady growth in this region. It recorded a third quarter net profit of $690 million, up 22% on the same quarter in 2012. Since India is the third-largest <keyword id="34412" type="ORGANIZATION" weightage="100" keywordseo="economy">economy</keyword> in the continent and home to nearly 1.2 billion people, it is evolving as one of the biggest consumer markets that no <keyword id="62791" type="POSITION" weightage="80" keywordseo="global-player">global player</keyword> can possibly ignore. 
 With the government seemingly doing its best to sweeten things up, global firms in India are looking at expansion as well. In November this year, UK retail giant <keyword id="46182" type="COMPANY" weightage="100" keywordseo="Marks-and-Spencer">Marks and Spencer</keyword> opened its largest Indian store in Mumbai, a joint venture with <keyword id="196796" type="POSITION" weightage="80" keywordseo="local-player">local player</keyword> <keyword id="58448" type="COMPANY" weightage="100" keywordseo="Reliance-Retail">Reliance Retail</keyword>. <keyword id="330888" type="COMPANY" weightage="80" keywordseo="MS">M&amp;S</keyword> also said in a recent announcement that it would be aiming to make India its second largest market by more than doubling its number of stores in the country to 80. That is quite heartening, to say the least. All we require now is a crystal clear, liberal and win-win approach (it should benefit both global and local partners) to pursue the FDI dream even further. 
 
Image: Wikimedia Commons

FDI
In Retail May Flourish More As One Of The Biggest Fashion Retailers Is Hitting Indian Shores

<a href="http://www.businessinsider.in/searchresult.cms?query=Select+Citywalk+mall+">Select Citywalk mall</a> in Delhi has already attracted a record 98,000 visitors on October 2 during the launch of Swedish brand H&amp;M. It is now going to introduce two fashion brands – Spain’s <keyword id="150628" type="PERSON" weightage="100" keywordseo="Massimo-Dutti">Massimo Dutti</keyword> and America's Aeropostale. 
 Massimo Dutti is owned by Inditex's SA, better known for its brand <keyword id="6377147" type="COMPANY" weightage="100" keywordseo="Zara">Zara</keyword>, which is already doing good business in India. The mall is said to be in the advanced stages of discussion with Inditex Trent Retail India, the joint venture between Inditex and Trent. 
 
On the other hand, America's teen retailer Aeropostale partnered Arvind Ltd. in June 2015. Its subsidiary Arvind Lifestyle is expected to open 15 standalone stores next year. 
 Last year, Grupo Massimo Dutti SA, a subsidiary of Inditex, had filed an application with the Foreign Investment Promotion Board (<keyword id="6360345" type="ORGANIZATION" weightage="80" keywordseo="FIPB">FIPB</keyword>). However, the group's previous application for the same brand was rejected since the proposal was initially made by Zara Holdings Netherlands and not Inditex. 
 
Now, it is entering into partnership with Trent via the same route that Zara took to enter India in 2009. The deal is in the final stage and the store will be ready by the first quarter of 2016. 
 
Currently, the firm is looking for 5,000-8,000 sq ft space on the ground floor of the mall. It is also scouting for locations to open four-five stores in Delhi-NCR, Mumbai and Bengaluru. J Suresh, MD and chief executive of Arvind Lifestyle Brands said: "We are looking for four-five stores in Delhi-NCR next year. Our next store is planned for March-April 2016." 
 
The Aeropostale store would come up next to the Gap store in the Select Citywalk mall. The company is planning to catch the customers this Diwali and is going to open on November 7, said Suresh. 
 This will be the third foreign brand the company will launch after Gap and The Children Play. This year, the textile firm also struck a deal with cosmetics and beauty retailer Sephora, owned by French luxury conglomerate Moet Hennessy <keyword id="5940" type="PERSON" weightage="80" keywordseo="Louis-Vuitton">Louis Vuitton</keyword> (<keyword id="110312" type="COMPANY" weightage="80" keywordseo="LVMH">LVMH</keyword>). 
 
H&amp;M sold goods worth over Rs 5 crore in the first three days of launch, according to people familiar with the matter. 
 
(Image: Indiatimes)

India's
most successful mall is gearing up to launch 2 big global fashion brands after
its H&M success!

<ul class="summary-list"><li>Ikea opens a new small-format store in downtown San Francisco this week. </li><li>It comes as other retailers close sites amid security concerns, low footfall and rising rents.</li></ul>Ikea opens a new store this week in the Mid-Market area of San Francisco despite the exodus of retailers from the city's downtown.More than a dozen chains including Nordstrom, Whole Foods, and H&amp;M have <a target="_blank" href="https://www.businessinsider.com/san-franciscos-union-square-store-closures-since-2020-2023-5">left the area</a> around Union Square since 2017, while companies like Meta and Salesforce have <a target="_blank" href="https://www.businessinsider.com/elon-musk-says-san-francisco-needs-workers-businesses-for-survival-2023-8">reduced office space</a> in the district.Some of the <a target="_blank" href="https://www.businessinsider.com/san-francisco-renters-unions-organize-law-landlords-listen-tenants-veritas-2022-4">highest rents</a> in the country have forced some people out of San Francisco, and rising crime rates has done the same for retailers. The resulting decline in footfall has hit the value of commercial real estate market in a phenomenon dubbed the city's "<a target="_blank" href="https://www.businessinsider.com/san-francisco-doom-loop-fix-american-city-housing-transit-2023-7">doom loop</a>."However, the Swedish furniture and homeware giant thinks San Francisco still has potential."We do feel it's a viable place," said Arda Akalin, the store's manager, told <a target="_blank" href="https://www.wsj.com/business/retail/retailers-are-fleeing-downtown-san-francisco-ikea-is-moving-in-ee359035?st=n54nkkkxntefyu1&amp;reflink=article_gmail_share">The Wall Street Journal</a>. "Our ambition going into that location is to bring in more jobs, bring in more people, and bring in more commercial activity to the Mid-Market area."The 52,000-square-foot store at 945 Market Street spans three floors of the former 6X6 mall and is far smaller than Ikea's typical big-box outlets. It will have 27 fully furnished room settings, Ikea said in a <a target="_blank" href="https://www.ikea.com/us/en/newsroom/corporate-news/ikea-san-francisco-will-open-aug-23rd-pub4465f1f0">press release</a>, toIt won't have a cafe, but its famous Swedish meatballs will be available in a deli.The store is part of Ikea's strategy to open smaller stores in city centers that carry fewer products and are focused on "small-space living."Smaller stores are already open in central locations in cities including London, Paris, and Mumbai, generally in malls that Ikea's parent company also owns.In April Ikea <a target="_blank" href="https://www.businessinsider.com/ikea-opening-new-us-stores-amid-2-billion-expansion-2023-4#:~:text=Ikea%20plans%20to%20invest%20%242.2,smaller%20locations%20over%20three%20years.">announced a $2 billion investment</a> in the US market, with plans for 17 new stores over the next three years and upgrades to existing sites.The mid-Market branch will complement two full-size stores in the Bay Area. City officials hope it will bring more shoppers to the area and encourage other retailers to follow Ikea's lead."Our hope is that a store of this size and popularity will become an anchor in the community," a spokeswoman for San Francisco's mayor, London Breed, told the Journal.Ikea did not immediately respond to a request for comment from Insider, made outside normal working hours.

Ikea's not afraid of the San Francisco doom loop. It's about to open a new downtown store – and yes, there will be meatballs. 

REUTERS/Francis MascarenhasMukesh Ambani lives in a 27-story skyscraper in Mumbai rumored to have cost $1 billion to build, making it one of the most expensive homes anywhere in the world.<ul class="summary-list"><li>Mukesh Ambani, India's richest man, pledged ₹500 crore ($66.7 million) to Indian Prime Minister Narendra Modi's coronavirus emergency fund, Ambani's nonprofit <a href="https://twitter.com/ril_foundation/status/1244630742967054336?s=20">Reliance Foundation announced on Twitter</a>.</li><li>Ambani was criticized on social media after <a href="https://www.instagram.com/p/B-C7WhxFM1C/?utm_source=ig_web_copy_link">his wife shared a video</a> of him ringing a bell from the balcony of his 27-story Mumbai mansion to thank health care workers, as a part of a <a href="https://www.hindustantimes.com/india-news/with-clapping-bell-ringing-india-unites-to-thank-coronavirus-fighters/story-c7WKBbWyJvLPfUjRUa4N2J.html">nationwide moment of gratitude</a> organized by Prime Minister Modi.</li><li>Ambani is the patriarch of <a href="https://www.businessinsider.com/ambani-richest-family-in-asia-india-lifestyle-home-wedding-photos-2018-12">the richest family in Asia</a>, worth <a href="https://www.bloomberg.com/billionaires/">an estimated $39.3 billion</a>, according to Bloomberg's Billionaires Index.</li><li>The coronavirus pandemic has <a href="https://www.businessinsider.com/china-virus-everything-we-know-deadly-2019-ncov-wuhan-spread-2020-1">infected nearly 1 million people worldwide and killed over 50,000</a> across the globe, including more than 65 Indians.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul>India's richest man pledged to help fund humanitarian aid amid his country's growing coronavirus crisis, after a video of him taking part in a nationwide moment of celebration in honor of medical workers Sunday provoked criticism.Mukesh Ambani plans to donate ₹500 crore ($66.7 million) to Indian Prime Minister Narendra Modi's coronavirus emergency fund, Ambani's nonprofit <a href="https://twitter.com/ril_foundation/status/1244630742967054336?s=20">Reliance Foundation announced on Twitter</a>. The gift is in addition to the foundation's previously announced work to <a href="https://www.businessinsider.in/business/news/mukesh-ambani-sets-up-a-hospital-builds-an-isolation-center-and-much-more-to-combat-coronavirus/articleshow/74775894.cms">build a hospital exclusively for coronavirus patients</a> in Mumbai.Ambani faced widespread criticism for his initial response to the virus, when his wife Nita Ambani shared a video of the billionaire ringing a bell from a glass-enclosed terrace of <a href="https://www.architecturaldigest.in/content/mukesh-ambani-antilia-home-mumbai/">his mansion in Mumbai</a> to thank front line workers for battling the virus on the streets below on Sunday evening. At Modi's request, people across India spent five minutes clapping and clanging household objects Sunday night to express their gratitude for those working on the front lines of the coronavirus outbreak, <a href="https://www.hindustantimes.com/india-news/with-clapping-bell-ringing-india-unites-to-thank-coronavirus-fighters/story-c7WKBbWyJvLPfUjRUa4N2J.html">The Hindustan Times</a> reported.Ambani's <a href="https://www.businessinsider.com/ambani-richest-family-in-asia-india-lifestyle-home-wedding-photos-2018-12" target="_blank" rel="noopener">personal 27-story Mumbai skyscraper</a> is rumored to have cost $1 billion to build, making it one of the most expensive homes anywhere in the world.A representative of Ambani at Reliance Foundation did not immediately respond to Business Insider's request for comment on the video or the donation.On Twitter, Ambani's bell-ringing was quickly called out and contrasted with what some other members of the three-comma club are doing to combat the virus. Billionaires including Bill Gates, Jack Ma, and George Soros have <a href="https://www.businessinsider.com/billionaires-spending-hundreds-of-millions-on-coronavirus-research-2020-3">donated millions of dollars and supplies</a> to coronavirus relief efforts around the world. Ambani's foundation had already contributed to the construction of a <a href="https://www.businessinsider.in/business/news/mukesh-ambani-sets-up-a-hospital-builds-an-isolation-center-and-much-more-to-combat-coronavirus/articleshow/74775894.cms">100-bed hospital and a separate isolation center</a> for people who tested positive for the virus before the video was posted, but observers said the donations were not enough.At the same time, Ambani saw his fortune sliced nearly in half over coronavirus fears. His net worth fell by 41% to $34.4 billion on March 19 alone as the virus' spread across the globe sent markets into turmoil. Ambani is now worth <a href="https://www.bloomberg.com/billionaires/">an estimated $39.3 billion</a>, according to Bloomberg's Billionaires Index. His fortune comes primarily from his 42% stake in energy and telecommunications conglomerate Reliance Industries, according to <a href="https://www.bloomberg.com/billionaires/profiles/mukesh-d-ambani/">Bloomberg</a>.The novel coronavirus has <a href="https://www.businessinsider.com/china-virus-everything-we-know-deadly-2019-ncov-wuhan-spread-2020-1">infected nearly 1 million worldwide and killed more than 50,000,</a> including 68 Indians, since being identified in Wuhan, China, in December. Europe is now regarded as the epicenter of the outbreak, but the United States has <a href="https://www.businessinsider.com/china-virus-everything-we-know-deadly-2019-ncov-wuhan-spread-2020-1">reported more cases</a> than any other country. And experts have said that India could become the site of one of the next large outbreaks of the virus, prompting Modi to initiate <a href="https://www.businessinsider.com/photos-indias-billion-people-lockdown-stop-covid-19-spread-2020-3">a 21-day lockdown of the country's 1.3 billion people</a> on March 24.Do you have a personal experience with the coronavirus you'd like to share? Or a tip on how your town or community is handling the pandemic? Please email <a href="mailto:covidtips@businessinsider.com">covidtips@businessinsider.com</a> and tell us your story.And get the latest <a href="/coronavirus-business-impact">coronavirus analysis and research</a> from Business Insider Intelligence on how COVID-19 is impacting businesses. <h3>NOW WATCH: <a href="https://www.businessinsider.com/how-to-stay-safe-covid-19-outbreak-2020-3">How to stay safe at work during the COVID-19 outbreak</a></h3>

Mukesh Ambani, the richest man in India, donated $66 million to coronavirus aid after being slammed for ringing a bell from the balcony of his 27-story mansion to thank healthcare workers

"Am I too fat for your everyday range? Should I just accept that accessible and affordable high street and on-trend fashion isn't for people like me?” – that’s what UK citizen Ruth Clemens wrote to <a href="http://www.businessinsider.in/Bengaluru-to-have-its-first-HM-store-this-month/articleshow/51345033.cms">H&amp;M</a>, complaining how she couldn't fit into the brand’s size 16 jeans. 
 
Last June, the social media was taken by storm when Clemens posted on <a href="http://www.businessinsider.in/PHOTOS-Inside-Facebook-Indias-gorgeous-Mumbai-headquarters/articleshow/52464061.cms">Facebook</a> tagging H&amp;M, "I am not overweight (not that that should matter) and although I'm 5 foot 11 my body is pretty average shape-wise. It's already difficult enough for me to find clothes that fit well because of my height, why are you making jeans that are unrealistically small?" 
 
The Facebook post had received over 77,000 likes and over 10,000 shares. 
 H&amp;M responded to Clemens’ claim and assured her that they would “take on board the points” she and other customers had brought to their notice. While we do not have any update on what happened at H&amp;M later, we definitely know what’s happening this Sunday at the <keyword id="2938" type="ORGANIZATION" weightage="80" keywordseo="Lakme-Fashion-Week">Lakme Fashion Week</keyword> Winter/Festive 2016 in Mumbai.<a href="http://www.businessinsider.in/The-Plus-Size-Industry-Is-On-The-Verge-Of-A-Revolution/articleshow/37102882.cms"> Also read: Plus Size industry is on the verge of revolution</a> 
 <keyword id="3615812" type="UNKNOWN" weightage="20" keywordseo="all-the-plus-size-store">aLL: The Plus Size Store</keyword> had host the first ever <a href="http://www.businessinsider.in/The-Plus-Size-Industry-Is-On-The-Verge-Of-A-Revolution/articleshow/37102882.cms">plus-size show</a> for men and women styled by designer Shilpa Chavan of Little Shilpa. The creations showcased on runways are meant for the everyday consumers who seek high-fashion designer-wear but are often restricted by available size options. Keeping this in mind, aLL had collaborated with Lakmé Fashion Week to break thought patterns, by presenting a unique collection this season. 
 In an <keyword id="6370284" type="ORGANIZATION" weightage="60" keywordseo="Exclusive">exclusive</keyword> interview with Business Insider, Manish Aziz, Business Head of aLL, clears the air that roughly $17.5 billion industry of <keyword id="3615811" type="UNKNOWN" weightage="80" keywordseo="plus-size-fashion">plus size fashion</keyword> needs to be taken seriously. Here are the excerpts from the interview. 
 
How did the concept of <keyword id="115546" type="UNKNOWN" weightage="80" keywordseo="Plus-Size">plus size</keyword> people walking the ramp come about? 
Over the years, the fashion industry was dominated with conversations of ‘size zero’ subsequently resulting in becoming the societal norm around the world. However, reality speaks quite differently. A majority of the world’s population does not fit a precise mould and has people in all shapes and sizes who just want to look stylish and trendy. aLL – The Plus Size Store was the first to identify this sentiment over a decade ago and begun altering the face of plus-size fashion in India. A show at <a href="http://www.businessinsider.in/Amazon-to-take-on-rivals-by-launching-its-own-fashion-label/articleshow/46214680.cms">Lakme Fashion Week</a> just seemed like a natural progression for us to initiate a fashion revolution of sorts and redefine preconceived notions of physical beauty. 
 
Don’t you think this should have begun a long time ago in India? 
Absolutely and that’s why we were the first ones to begin our efforts to bring about this change since the brand’s inception in 2005. Unfortunately, altering the mindset of people governed by societal norms and pressures is not an easy and nippy process. I’m glad to see though those notions are gradually changing. And as they say, ‘better late than never’. 
 
Will plus size stay a special segment in Indian fashion scenario or will it become a mainstream trend as well? 
I think it definitely needs to become a mainstream trend. A large portion of not just the Indian but global population has fuller figures so it seems quite archaic to segregate them as a special segment. Fashion doesn’t come with a rulebook and is perceived the way it is defined by the industry’s influencers. I think it is a collective responsibility of the entire global fashion industry to actively promote this movement until there is no distinction in fashion based on people’s size and shape. 
 
Body shaming in India is nothing new. How would the much talked about show on LFW fare? 
Since our announcement of this show, we have received nothing but positive reviews, support and accolades. It’s a bold move and the audience seemed so receptive to the concept and positively excited for the upcoming event. There is enthusiasm and fervor among of people which I think will effect change in mindsets in our country going forward. All-in-all, I have a really good feeling about the show and I’m eager so finally see all our hard work coming to fruition. 
 
At LFW, it’s brand above the models. What would make general brands make clothes for larger men and women? 
The sheer demand! Indian bodies have always been beautifully voluptuous so I don’t see how you can escape from catering to all body shapes and sizes. 
 
 
 
On what bases have the models been selected for LFW? 
We were instantly drawn to those who exuded confidence and attitude as they took to the ramp. We wanted people with vibrant personalities and an innate sense of personal style that would shine onstage. All the chosen boys and girls have their own unique characteristics that make them relatable and yet stand out. 
 
What were some of the contentions and don’ts the organizers brought up while you were conversing with them? 
On the contrary, IMG <a href="http://www.businessinsider.in/BREAKING-NEWS-Mukesh-Ambani-speaks-on-Reliance-Jio-hear-it-here/articleshow/53956833.cms">Reliance</a> and Lakme were tremendously supportive of the initiative. Our approach was greeted with a lot of positivity and they were on-board with the idea from the get-go. 
 
When you were choosing the men and women who would walk the ramp for this segment, what were the few key things you were telling them to encourage them, since most of these people would have been dealing with body issues given the societal norms. 
It’s not about the way you look or the size and shape your body is, it’s about the way you carry yourself and your personality that really matters. What you think of yourself is of utmost importance as that’s the basis that defines what people think of you. Hold your head high since you have nothing to be apologetic about. You’re perfect the way you are and don’t let anyone ever tell you otherwise. 
 
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