As India’s retail landscape continues to attract a wave of global brands, the need for experienced local partners capable of navigating the country’s complex consumer ecosystem has never been greater. Brandman Retail is emerging as a key enabler in this evolving market—helping international brands translate global ambition into meaningful local presence.
Founded by retail entrepreneur Arun Malhotra, the platform was created to bridge the gap between global brand aspirations and the realities of Indian retail. By combining strategic market entry, localisation, brand stewardship and retail execution, Brandman Retail has built a model that helps brands move beyond traditional distribution to establish deeply integrated and scalable operations in India.
Under Malhotra’s leadership, the company introduced New Balance to the Indian market and rapidly expanded its footprint across key metro cities. It also launched Sneakrz by Brandman, a multi-brand sneaker retail concept that taps into India’s fast-growing sneaker and street culture.
The company has since onboarded global brands such as Saucony, Puma, Asics, Rockport, and G-Fore, while securing strategic partnerships with DLF, Adani Airports, India Expo Mart, and HLP Galleria.
In a freewheeling chat, Arun Malhotra, Founder & Director, Brandman Retail, spoke about the expansion roadmap, the categories driving growth, and how the company is positioning itself as an operating partner — not just a distributor — for global brands.
Strengthening its India Play
Brandman Retail currently operates 14 New Balance exclusive brand stores and six Sneakrz multi-brand sneaker outlets across India. The company is targeting approximately 50 stores by March 2027, up from its current 20 doors. It also expects to add 20 to 25 new locations over the next three years, subject to market conditions and the performance of existing stores.
Expansion will prioritise premium mall locations, select high-street flagships, and experience-led formats in key cities. Malhotra says the focus is on improving store productivity and customer experience alongside adding new doors, not simply growing the store count.
The network will also become more geographically diversified. Tier 2 and Tier 3 cities are an explicit part of the plan. “Aspirational demand is growing rapidly beyond metros, and premium consumption is no longer limited to top cities,” Malhotra says. “With the right assortment and pricing, these markets offer strong long-term potential.”
Inside Brandman’s Operating Model
Brandman operates across four formats: mono-brand stores, a multi-brand sneaker concept called Sneakrz, a licensing business, and e-commerce. Malhotra describes each as serving a distinct role within the overall model.
- The New Balance mono-brand stores are designed to build brand equity and deliver a focused brand experience.
- Sneakrz stocks Adidas, Puma, Asics, New Balance, and Saucony under one roof and is targeted at India’s growing sneaker culture.
- Brandman holds the Rockport licence for India, which includes domestic manufacturing and distribution.
- E-commerce extends reach nationally and strengthens omnichannel capabilities.
- On the licensing side, local manufacturing gives Brandman greater flexibility in planning, assortment, and speed to market.
“While global brands bring strong international pipelines, local licensing allows us to adapt faster to Indian consumer preferences and demand cycles,” Malhotra says.
“Each format plays a clearly defined role in our overall ecosystem — together, they create a balanced and scalable growth model where each channel supports the other,” he adds.
E-commerce spans both marketplace platforms and owned websites. Malhotra says marketplaces drive discovery and scale, while owned sites contribute to brand equity and margins. The company describes digital as a significant and growing share of overall business without delving into specific numbers.
Categories: Brandman’s Strategic Retail Framework
Lifestyle sneakers and performance footwear are the current growth leaders, according to Malhotra. Premium casual wear is also growing as consumers trade up for quality and global brands.
Looking ahead, Malhotra explains that Brandman is focused on three category areas:
- Athleisure and technical performance, where demand is driven by consumers wanting products that work for both workouts and daily wear;
- The outdoor segment, where younger consumers with an interest in travel, trekking, and adventure are creating new demand;
- Fitness and wellness more broadly, which is pulling through demand for technical footwear and performance products.
The Sneakrz Story
Sneakrz currently operates six doors. Malhotra describes it as a curated sneaker destination built to develop community and culture around the category, complementing the mono-brand stores by offering breadth across brands rather than depth in one.
The format is intended to grow nationally, but Malhotra says expansion will be selective. “We see it growing nationally but in a thoughtful, selective manner to maintain credibility,” he says.
New Brand Partnerships
Brandman is actively evaluating new global brands to add to its portfolio. The company recently tied up with sportwear giant ANTA Group to bring Wilson and ANTA to India.
Malhotra says the focus is on premium performance and lifestyle brands that align with the company’s positioning and where Brandman can add operational value.
The Operating Partner Model
Malhotra draws a clear line between what Brandman does and what a traditional distributor does. The company invests in store experience, real estate strategy, merchandising, marketing, and supply chain — not just product volumes. “Being a long-term operating partner means we invest in all of those areas. On the ground, that translates into consistent brand storytelling, strong execution, and sustainable growth.”
The company’s long-term ambition is to build Brandman into a leading premium retail platform in India, operating multiple global brands with strong local execution capability. Malhotra’s definition of success in five years: “If we are seen as the preferred long-term partner for international brands in India while operating a productive, future-ready retail network — that will define true success for us.”
“It’s not just about scale — it’s about reaching meaningful scale with healthy profitability, disciplined expansion, and strong brand equity across our portfolio,” he concludes.
