When TCNS Clothing Company launched a women’s ethnic contemporary wear outlet, ‘W’, in September 2002, it opened a sprawling 3,000 sq ft outlet in Lajpat Nagar, New Delhi. “Our first store was built with the idea that women would walk in and make impulsive purchases,” says co-founder Onkar Singh Pasricha. What he didn’t anticipate was potential customers turning away from the store, intimidated by its size. “Women would look at the store from outside, conclude that it was pricey, and walk away without coming in,” he says.
(This story appears in the 18 September, 2015 issue of Forbes India. To visit our Archives, click here.)
a very insightful article talking about a brand TCNS lesser known initally but is now competing with Global Desi and Biba
on Sep 22, 2015