Who says that Brands are only for the Higher class and Upper Middle Class ? Kishore Biyani finds it hard to digest that argument and hence has unveiled a new retail chain of stores, Brand Factory. The first one is already operational in Marathahalli in Bangalore / Bengalooru.
Vishnu Prasad, CEO of Brand Factory has chalked out an ambitious plan of establishing 55 stores by 2010. His second store is getting ready to go live in Hyderabad soon.
The Trick: Consumers in this category usually go to BUY seconds and Marthahalli is famous for seconds stores [a.k.a export rejected goods]. Brand Factory has a different argument, Consumers aspire for branded products. But they need not compromise by buying seconds and hence Brand Factory will bridge that gap.
My experience: Brand Factory or Shoppers Stop, most Indian products are not at par with international quality being sold in Banana Republic or Macy’s but Indian products do match the international price tag. Such a waste of time shopping in India.