What began in 1978 as a modest 100 sq. ft. multi-brand clothing outlet in Kolkata’s Poddar Court by visionary entrepreneur Nand Kishore Pansari has evolved into one of East India’s most respected retail institutions. Fuelled by an unwavering commitment to quality and customer satisfaction, the store quickly built a loyal base—especially among the city’s Marwari business community—and laid the foundation for what would become the Primarc Group.
From that single counter, Pansari grew his footprint into a three-level Raymond showroom and eventually into a trusted franchise partner of Raymond, operating over 50 stores across Bengal, Bihar, Odisha, Jharkhand, Uttar Pradesh, and Tripura. With a retail legacy spanning more than four decades, Primarc today is among Raymond’s largest and longest-standing retail allies.
The Group’s franchise portfolio now also includes prestigious names such as Tanishq, Manyavar, and Jockey, with a robust presence across West Bengal, Odisha, Jharkhand, and the North East. Beyond retail, the Primarc Group has forayed into real estate, e-commerce, and angel investing—all driven by a clear purpose: to create enduring value across every vertical it touches.
Key Drivers Behind Franchise Success
Primarc’s franchise strategy is rooted in understanding regional demand. With a strong presence in district towns, the group prioritises brands that resonate beyond metro markets—those with broad appeal, strong recall, and the ability to scale in emerging urban centres. This focus ensures deeper market penetration and long-term sustainability.
Onboarding & Setup Process: Onboarding process varies with each company. “I think it is always easy if you understand the brand and move accordingly. We never had any challenges with any of these brands when onboarding,” says Piyush Pansari, Director, Primarc Retail.
Backing from the Brand: Primarc believes that franchising is fundamentally a partnership, and the success of any brand store depends heavily on consistent operational and marketing support from the parent brand. “However, each brand has its own approach,” shares Pansari. “Some focus entirely on digital marketing, others rely on traditional methods, while a few strike a balance between both. That said, all the brands we work with offer excellent operational and marketing support for their stores.”
Training, Investment & Trust: From the brand’s perspective, India’s vast diversity in language, culture, and consumer preferences presents unique challenges— particularly in staff training and onboarding. Retaining quality manpower is critical, as high attrition not only disrupts operations but also significantly increases training and onboarding expenses. Ensuring consistency in service across regions requires ongoing investment in people and processes.
Revenue Insights
The journey with Raymond has been immensely fulfilling, marked by significant growth from a single outlet to 35 stores over the past decade. “It’s a company that truly treats its franchisees as partners—supportive, collaborative, and committed to ensuring a healthy return on investment,” said Pansari.
Staying Ahead in a Crowded Market
Primarc firmly believes that delivering exceptional service and customer experience is the foundation of long-term success. The presence of competing brands is viewed not as a threat but as an opportunity to learn and evolve. “Our focus has always been on continuously enhancing service standards and customer experience. We believe this consistent effort, combined with strong relationship management, is what truly sets us apart from the competition,” explained Pansari.
Understanding Customers, Strengthening Partnerships
Over the past decade, consumer preferences have undergone a significant transformation, with wardrobes expanding to include a wider range of categories. From ethnic wear and athleisure to lounge, sleepwear, and travel clothing, customers are now seeking versatility and comfort across every aspect of their lifestyle. This shift is especially visible in Tier II and III cities, where evolving aspirations are driving demand for curated, multifunctional fashion.
In light of this changing landscape, Pansari underscores the importance of strengthening the brand-franchisee relationship. “We should treat each other as partners in business—not merely as vendors or customers,” he says. “This change in thought process leads to better sales throughput and a more enriched buying experience for customers.” Such mutual respect and collaboration are key to navigating the dynamic retail environment and building lasting value on both ends.
Expansion & Alignment
At Primarc, growth is guided by thoughtful planning and close coordination with partner brands. Expansion is underway on two fronts— scaling up with existing brand partners and exploring associations with new fashion brands that complement, rather than compete with, the current portfolio. The focus remains on creating a diverse yet synergistic brand mix that aligns with evolving consumer demand without cannibalising internal offerings.
Regular interaction with brand corporate teams plays a vital role in sustaining this growth momentum. “Most of our brands follow a seasonal planning cycle, and these plans are made in close collaboration with the area managers,” shares Pansari. This ongoing dialogue ensures that store operations, merchandise flow, and marketing strategies are always aligned, allowing the business to stay agile and consumer-focused.
