Ansa Fashion Private Limited is a dynamic retail and business outsourcing company, incorporated on January 2, 2019, and headquartered in Ghaziabad, Uttar Pradesh. Led by directors Noor Malhotra and Sushil Kumar Malhotra, the company has quickly made a mark in North India’s retail landscape through operational excellence and strategic brand partnerships.
Ansa Fashion currently operates a growing network of stores across Northern India, representing a curated portfolio of 10–11 leading national and international fashion brands. These include household names such as United Colors of Benetton, Van Heusen, Arrow, Flying Machine, US Polo Assn., Pepe Jeans, and Being Human.
With a strong focus on scalability, customer experience, and retail innovation, Ansa Fashion continues to strengthen its position as a trusted franchise and retail partner in the region.
Key Drivers Behind Success
Choosing to franchise with a particular fashion brand is a critical business decision shaped by strategic, operational, and emotional dynamics. At Ansa Fashion, the decision is guided by key factors such as consumer trust, the brand’s market positioning, historical performance, and its long-term vision and potential for scalable growth.
Onboarding & Setup Process: With 16 years of corporate experience across multiple brands, onboarding and setup have never posed a challenge for Ansa Fashions.
Backing from the Brand: All brands partnered with Ansa Fashion maintain active involvement in business operations— from collaborative staff recruitment to overseeing daily store management and handling product planning. “Marketing is fully managed and executed by the brand. Even for local marketing efforts, prior approvals are necessary, and all creative materials are supplied directly by the brand,” said Noor Malhotra, Director, Ansa Fashion Pvt. Ltd.
Training, Investment & Trust: From the brand’s perspective, challenges such as hiring skilled talent, meeting brand expectations on store design—which may not always align with the ROI potential of certain local markets—and managing cash flow during off-peak seasons are common realities. However, these hurdles are addressed proactively through close collaboration with partner brands. Regular training on brand values, evolving fashion trends, and customer service ensures that teams remain agile and responsive. Furthermore, open communication, flexibility to adapt to local nuances, and a shared sense of accountability form the foundation for long-term, scalable success.
Revenue Insights
From the Ansa Fashion’s perspective, overall profitability across franchise outlets has been reasonably satisfactory, particularly in the context of the brand’s positioning and current market dynamics. However, rising real estate costs and tightening margins are putting increasing pressure on bottom lines. Long-term success will heavily depend on securing the right rental agreements and ensuring stores are operated with maximum efficiency from the franchisee’s end. To sustain performance and consumer relevance, the brand emphasises the importance of consistently delivering the right product, at the right price, and at the right time.
“We don’t chase competition—we focus on consistent, quality execution and continuous improvement. With data-led decisions, customer-centricity, smart merchandising, and strong local engagement, we believe the real race is with ourselves. The aim is to keep evolving, learning, and delivering value—there’s enough space in the market for everyone doing meaningful work,” explained Malhotra.
Understanding Customers, Strengthening Partnerships
Ansa Fashion has been closely observing signiȃ cant shifts in consumer behaviour that are actively shaping the retail strategy. “There’s a clear move toward smart-casual and functional fashion, with customers now seeking comfort, practicality, and wardrobe versatility that blends work and leisure. Simultaneously, a growing sense of value-consciousness is evident—shoppers are increasingly focused on quality, durability, and return on investment, rather than just price.
Additionally, seeing the influence of digital being a major driver of buying behaviour, we have adapted by refining the merchandise mix, upskilling staff with focused training, and crafting targeted promotions to better connect with evolving customer expectations,” said Malhotra.
To strengthen the brand–franchisee relationship, Ansa Fashion advocates a combination of practical flexibility and strategic alignment. This includes allowing greater freedom in local marketing to cater to region-specific consumer behaviour, fostering operational collaboration through joint problem-solving and shared best practices, and maintaining a unified long-term vision for sustainable growth. When both partners feel valued, aligned, and supported, the relationship becomes not just profitable, but resilient and future-ready.
Expansion & Alignment
The brand’s corporate teams are highly approachable and responsive, fostering open communication whenever needed. Business reviews are conducted regularly in collaboration with regional teams, while interactions with the corporate leadership also occur periodically. Additionally, biannual meetings during range presentations, combined with routine market visits and visits to the brand’s head office, help maintain strong alignment and engagement.
Talking about expansion plans, Malhotra said, “Our company is on a strong growth trajectory, with multiple new store agreements already finalised and more in the pipeline. This expansion is both strategic and sustainable, focused on strengthening our presence across key markets. In parallel, we are continuously enhancing our brand portfolio by onboarding new, high-potential brands that align with our values and market positioning.”
