How has the journey been in the Hyderabad market so far?
Amazing. We never had to look back or second-guess our decisions. Hyderabad became our tried-and-tested ground; we tested every new idea and product line here first. The market always responded positively. Over the last eight years, we’ve added at least one or two stores every year. Infact, the entire AP-Telangana cluster has been phenomenal for us.
When you designed this four-floor store, what was the logic behind the layout — kids at the top, then women, then men?
Every market has its segmentation. Some streets are women-driven, others are men-driven. Banjara Hills is about 60% male-driven. So, we decided to keep menswear on the ground floor for easy access. Women’s fashion got the second floor, and we gave them a very different vibe, larger space, unique textures, lighting, and trial rooms tailored for that elevated experience. The kids’ section is at the top — again with its own playful aesthetic. Every floor was designed to offer a unique retail experience.
You started with menswear and now have footwear and innerwear too. What was the thinking behind this expansion?
You can’t go all out from day one. It needs careful financial planning, space, brand positioning, and manpower training. We started with menswear. Once we saw traction, we introduced a small 20% women’s collection and when that clicked, Rareism was born. Then came kidswear, and we realised, ‘let’s go inside-out’. What’s more personal than innerwear?
Interesting! So, how has the innerwear segment performed, especially since men are known to be brand-loyal?
Exactly! Through our research, we found that men usually don’t switch innerwear brands more than two to three times in their lifetime. Once they find something comfortable, they stick with it for 10–15 years. Women are more experimental. But for men, this is a high-loyalty category. We saw a gap between premium (often overpriced) and mass-market (compromising on style). That’s where Rare Rabbit Innerwear fits in — premium, fashionable, but accessible. Currently, it’s only men’s innerwear; we’ll test and refine before expanding into women’s, which is a much more nuanced market.
