Mayank Distributors Pvt. Ltd. is a Rajasthan based retail group operating leading brand stores such as USPA, Puma, Asics, Reebok, Being Human, along with some stores in Gujarat and Uttar Pradesh. With a mission to deliver exceptional, experience-led retail across fashion and lifestyle, the company is known for blending innovation with trust.
Driven by a vision to become India’s most dynamic and community-driven retail force, it continues to grow purposefully— connecting people through fashion, fitness, and authentic brand engagement.
Key Drivers Behind Success
Onboarding & Setup Process: Onboarding and establishing a brand from the ground up in a region like Rajasthan comes with significant challenges. For Mayank Distributors, the process demanded substantial capital investment, and the state’s diverse terrain adds to the complexity. “Moreover, Rajasthan is often overlooked by brands, as it is not considered as commercially significant as other northern states like Delhi, Uttar Pradesh, or Punjab,” said Shailesh Kumar Paryani, Managing Director, Mayank Distributors Pvt. Ltd.
Backing from the Brand: Once a brand is onboarded then mostly the operations are mostly taken care by brand’s in-house team. “Brands involvement reduces drastically once a franchisee is onboarded, since their primary objective shifts from operational efficiencies to business turnover numbers and payment collections. Its a sad truth. Usually brand focuses on marketing these kind of stores instead of a store in a city like Bikaner or Alwar in Rajasthan. Supposedly, their cost of marketing is never recovered from these low key kind of stores and their marketing efforts go unnoticed since it doesn’t garner a lot of eyeballs,” said Paryani.
Training, Investment & Trust: One of the biggest challenges, Mayank Distributors faced as franchisees was maintaining the ROI, especially during difficult market conditions when continued investment is required to keep operations running despite limited or negative returns. “Another significant concern arises as we scale with a brand—often, once a franchisee has built a strong presence and invested in developing a region, the brand begins dividing that territory to onboard new partners. This dilution of an already established region can feel like an effort to limit our influence, which is unfortunately a harsh reality many long-standing franchisees face,” explained Paryani.
Revenue Insights
In terms of revenue and profitability, Mayank Distributors has seen a mixed experience across the brands it franchises. While some brands have delivered strong performance and healthy profitability within the assigned region, others have made it challenging to sustain operations.
“Without naming specific brands, the reality is that some are well-aligned with the preferences of the local audience, which naturally results in better returns. Others, unfortunately, fail to resonate with the market, making profitability difficult,” shared Paryani.
Understanding Customers, Strengthening Partnerships
In the dynamic world of fashion retail, staying ahead requires a strong understanding of customer behavior, brand collaboration, and market positioning. Paryani reflecting on current consumer preferences, notes, “In the fashion industry, trends keep on changing quite frequently, but I feel old money fashion is here to stay forever.”
When it comes to strengthening the brand-franchisee relationship, he emphasised a simple yet powerful approach: doing good, quality, and fair work consistently. As for competition, Paryani believes in an inward-focused strategy, stating that by concentrating on improving internal operations and addressing one’s own business shortcomings, competition naturally becomes irrelevant.
Expansion & Alignment
Paryani shares that interaction with the brand’s corporate team happens regularly at the area level, often on a daily basis; while engagement with senior management typically occurs once every two to three months. On plans for expansion, he candidly adds, “Fortunately or unfortunately, this is the only business that we do and have expertise in, so probably don’t have a choice.”
