Sri Devi Group (SDG) is a prominent player in India’s fashion and lifestyle retail industry, known for its expansive footprint and strong partnerships with leading national and international brands. With operations spread across exclusive brand outlets and multi-brand formats, the group has established itself through a strategic mix of customer-centric retailing, technology adoption, and deep understanding of regional markets.
SDG is driven by a culture of trust, collaboration, and innovation. Its omnichannel approach, curated in-store experiences, and agility in market expansion have enabled it to thrive, especially in Tier II and III cities. Some of the leading brands under the brand’s portfolio are Adidas, Reebok, Crocs, Guess, Just Watches, Bombay Shirt Company, Jockey, Nilkamal, Sweet Dreams, Swayamvar, and VIP.
SDG has a robust operational presence across India, spanning key metropolitan cities and emerging markets alike, including Delhi, Gurgaon, Meerut, Ambala, Jammu, Jaipur, Kota, Gwalior, Mumbai, Raipur, Pune, Indore, Aurangabad, Nashik, Nagpur, Ahmedabad, Bangalore, Chennai, Hyderabad, Vijayawada, Visakhapatnam, Nellore, Warangal, Trivandrum, Cochin, and Nagercoil.
Key Drivers Behind Success
SDG’s strategy of continuously adding new and regionally relevant brands has played a key role in setting it apart and driving its success. The recent addition of Guess to its portfolio reflects this approach. The brand is recognised as a premium fashion label in India, offering international designs and exceptional quality—making it a natural fit for SDG’s growing customer base.
Onboarding & Setup Process: While the onboarding and setup process can be challenging for many, SDG’s extensive experience of over 20 years in retail has made it easier for them to adapt to brand standards with efficiency. Their familiarity with retail operations ensures a smooth transition during brand rollouts and new store setups.
Backing from the Brand: The brands they partner with are known to be highly supportive and open to collaboration. These partnerships are built on mutual respect, with brands welcoming suggestions and ideas from the franchisee. Marketing support is robust, with both ATL (Above-the-Line) and BTL (Below-the-Line) campaigns executed strategically to target the right audience segments and build brand visibility.
Training, Investment & Trust: Several challenges emerge once a franchise agreement is signed. “Ranging from recruiting the right talent and ensuring industry-relevant training to managing fluctuating investment levels based on location, store size, and format, the list is endless. Mall-based stores often bring regulatory and compliance complexities, whereas high-street outlets present their own unique hurdles. Navigating these requires a collaborative and transparent approach between the brand and franchisee to ensure mutual growth and long-term trust,” said Satyanarayana M, Founder & Chairman, Sri Devi Group.
Understanding Customers, Strengthening Partnerships
Consumer preferences are shifting rapidly, with young shoppers increasingly drawn to international fashion trends. “To stay competitive, brands must collaborate closely with franchisees to strengthen market presence and drive growth,” said Satyanarayana M.
Sri Devi Group’s Portfolio
| Brand Name | GUESS |
| Location/City | Mumbai, Raipur, Trivandrum, Hyderabad |
| Total Store Size (sq. ft.) | Approx. 10000 sq.ft |
| Year of Establishment | 2024 |
| Number of stores operating with the franchising model | 4 stores |
| Number of Employees | 40 |
| Brand Name | CROCS |
| Location/City | PAN INDIA |
| Total Store Size (sq. ft.) | Approx. 25000 sq.ft |
| Year of Establishment | 2021 |
| Number of stores operating with the franchising model | 20 stores |
| Number of Employees | 120 |
| Brand Name | ADIDAS |
| Location/City | Telangana, Andhra Pradesh, Karnataka |
| Total Store Size (sq. ft.) | Approx. 20000 sq.ft |
| Year of Establishment | 2013 |
| Number of stores operating with the franchising model | 14 stores |
| Number of Employees | 130 |
| Brand Name | REEBOK |
| Location/City | Telangana, Andhra Pradesh |
| Total Store Size (sq. ft.) | Approx. 250000 sq.ft |
| Year of Establishment | 2011 |
| Number of stores operating with the franchising model | 4 stores |
| Number of Employees | 30 |
| Brand Name | JUST WATCHES |
| Location/City | Karnataka, Maharashtra, Madhya Pradesh |
| Total Store Size (sq. ft.) | Approx. 12000 sq.ft |
| Year of Establishment | 2011 |
| Number of stores operating with the franchising model | 14 stores |
| Number of Employees | 75 |
Expansion & Alignment
Under the lens of expansion, SDG maintains frequent and ongoing engagement with brand corporate teams, involving regular, unscheduled discussions focused on long-term business planning. Expansion remains a strategic priority, with an active pursuit of new fashion-forward brands that resonate with evolving consumer tastes. “To stay ahead in a competitive market, we continuously upgrade the store environment and ensures fresh, trend-driven merchandise to deliver an exceptional customer experience,” concluded Satyanarayana M.
