In the late 1990s, the popular Indian female attire the salwar kameez came apart. The dupatta was set aside, ‘the bottom’ evolved to what is now known as the leggings, palazzos, and pants, while the top metamorphosed into the era-defining garment, the Kurti. Teamed with jeans, it was hip; with a silk dupatta, classy; and with a skirt, edgy.

The Kurti changed the Indian ready-made garment sector. Leading this fashion revolution — from a store in south Mumbai’s Hughes Road precinct — was Tata group’s flagship retail store Westside. Its trademark Kurti was sold under the same brand name, Westside. Twenty years on, Westside Kurtis are still snapped up, and the retail store is now a chain of large-format department stores with 28 in-house brands and 132 stores across the country. This Tata enterprise is synonymous with the group’s retail business, contributing 96 percent of Trent’s revenue, the retail arm of the Tata group. It retails home products; apparel for men, women, and children; footwear, and accessories.

Unlike other retail chains, Westside has positioned itself as a private label with 97 percent in-house brands, with a few exceptions in the beauty segment. Be it Bombay Paisley, the Indian fusion-wear brand; or the office-wear brand Wardrobe or Nuon for youth; or the men’s range E.T.A and Ascot; or Gia, the brand for plus-sized women — each of them have the hard-to-miss Westside signature in its cuts, designs, patterns, and pricing.

Here, too, the company stays relevant to the latest trends and styles. The home section deserves a special mention as, during sale time, it is often the first section to be sold out. Priced moderately, Westside, over the years, has garnered its own set of loyalists, who prefer the blend of cutting-edge fashion with a touch of Indianness. Having their own brand has allowed building from scratch — from the design, look, and feel to the target segment, fabric, production, and placement. In fact, they have category heads who work with their individual designers, sourcing teams and buying teams, making it possible to bring new lines to the customers every Friday

Westside’s marketing and communication strategy are focused on building its exclusive brands within the store, engaging with its strong loyalty base, and connecting with customers on digital mediums. The company has undertaken significant investments in visual merchandising to develop a signature visual representation for each of its key brands within the store.

The way forward the Indian market is being targeted by retailers from across the globe. In consequence, the share of organized retail is growing and is expected to accelerate further in the coming years, especially with respect to fashion apparel. Westside too is increasing its reach and expanding into newer cities.

Westside took fast fashion a step further by being the first Indian company to launch the Fast N Fab concept.

• Day 1: The process is initiated through a creative meeting where ideas are presented. Once approved, the tech packs are created.
• Day 2: The factory receives the tech packs and creates samples.
• Day 3: The samples are checked and signed off.
• Day 4-7: The garments get into the production cycle.
• Day 8-10: The garments are packed and transferred to stores. Samples are shot in the in-house studio.
• Day 11-12: The garments are sent to the stores for display.

Online presence/ E-commerceBrick & Mortar stores. Westside story is incomplete without the store design and layout. In 2017-18 alone, 20 stores were opened across metros and non-metros with the 131st store opening in Jamshedpur with a lot of fanfare. As part of the journey to deliver a ‘fashion theatre’ experience, statement-making stores (with the average store being 17,600 sq ft in size), presence in marquee locations, striking window and in-store displays, exciting store ambience, and convenience of shopping are some of the key parameters that Westside stores highlight.

Our mission is to create value for all our stakeholders in order to achieve this goal, we shall develop a comprehensive understanding of their needs, strive to win their confidence, and offer them best-in-class products and services at affordable prices. We shall always be at the forefront of fashion and services by anticipating and exceeding the expectations of our customers. Our excellence through teamwork will be the product of our styling, quality, and service consciousness in an atmosphere that encourages creativity and innovativeness. It is our policy to satisfy our customers with the range, quality, and value of the products we offer. However, if they are dissatisfied with any item that they might have purchased we would take the necessary measures to assist them.30 days return policy for customer satisfaction. Our vision is to Design and delivers fashion brands. We have complete confidence in the quality of our merchandise however should our customers have any grievances, we would be happy to address them once they are brought to our attention

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