In a rapidly evolving retail landscape where consumer expectations shift overnight, few leaders stand out for their clarity of vision and ability to adapt with purpose. Kashika Malhotra, Director and Head of Business Development at Brandman Retail, is one such trailblazer. Armed with deep market insight and an unwavering passion for building meaningful brand experiences, she’s on a mission to reshape how global brands connect with Indian consumers.
Under her leadership, Brandman Retail has emerged as a powerhouse in premium brand licensing, offering a seamless bridge between international labels and India’s richly diverse, value-conscious market. From launching legacy global brands like Rockport with digital-first strategies to pioneering local manufacturing, data-driven marketing, and region-specific storytelling, Kashika is championing a smarter, more sustainable model of retail growth.
In this exclusive interview, she shares her journey, the company’s localization-first philosophy, and how Brandman Retail is leading innovation, enhancing customer experience, and setting new benchmarks in omnichannel retail. Whether you’re a retail enthusiast, a brand strategist, or a business leader eyeing India’s potential—this conversation is packed with insights that matter.
1. Global brands entering India often face challenges in adapting to the local market. What key factors determine the success of an international brand in India, and how does Brandman Retail ensure a smooth market entry?
India’s diverse culture, price sensitivity, and regional preferences make it a dynamic yet challenging market. For global brands to thrive here, striking the right balance between localization and brand integrity is key.
At Brandman Retail, we start by understanding the brand’s core identity and aligning it with Indian consumer behavior. Our approach is backed by data-driven insights, a strong retail network, and a reliable distribution system, ensuring a seamless market entry.
From tailoring product assortments to launching region-specific marketing campaigns, our localization strategy is designed to meet local tastes while maintaining global standards. We also adapt retail formats to suit consumer expectations across various regions, delivering a personalized and impactful brand experience.
2. With the rise of e-commerce and direct-to-consumer (DTC) brands, how do you see the role of traditional retail evolving in India? What strategies is Brandman Retail implementing to stay ahead of these industry shifts?
Traditional retail has evolved beyond mere transactions—it’s now a powerful platform for brand storytelling, engagement, and immersive experiences.
At Brandman Retail, we’re reimagining physical stores as interactive brand hubs, seamlessly connected with our digital channels. By harnessing insights from our DTC and e-commerce platforms, we optimize in-store inventory, deliver personalized shopping experiences, and foster customer loyalty.
Our goal is simple: to make every retail touchpoint—whether online or offline—a meaningful part of the consumer journey.
3. Indian consumers are becoming more brand-conscious yet demand value-driven purchases. How does Brandman Retail balance premium brand positioning with the price sensitivity of the Indian market?
At Brandman Retail, we believe aspiration shouldn’t come at the cost of affordability. We strike this balance by curating accessible product lines within premium brands and offering flexible pricing across categories. Our focus on quality, durability, and customer experience ensures that value remains at the forefront.
Through deep market segmentation, we introduce tiered pricing, smart bundles, and targeted promotions—all while preserving brand equity and delivering on consumer expectations.
4. Consumer behavior is rapidly changing, especially with Gen Z and millennial shoppers. How do you leverage data and insights to tailor marketing and retail strategies that resonate with these demographics?
Gen Z and millennials are digital-first, experience-driven, and socially aware—and we’re meeting them where they are. At Brandman Retail, we leverage AI-powered analytics, social listening, and real-time customer feedback to understand their preferences, behaviors, and engagement trends. These insights help us craft targeted marketing campaigns, influencer partnerships, exclusive product drops, and store layouts that align with their lifestyle.
Beyond the store, we foster brand loyalty through community-led experiences—like fitness runs, art collaborations, and sustainability workshops—that speak directly to their values and passions.
5. Sustainability is becoming a critical factor in retail. How does Brandman Retail work with international brands to align their sustainability goals with the expectations of the Indian market?
Sustainability is a shared journey—and at Brandman Retail, we co-create impactful strategies with our partner brands that align with global goals while staying relevant to local needs.
We integrate sustainable practices across the value chain—from eco-friendly packaging and recycling programs to local sourcing and green retail formats. Our digital campaigns spotlight brands leading the way in sustainability and innovation, encouraging conscious consumption and raising awareness across India’s evolving retail landscape.
6. Fast fashion and excessive consumerism often conflict with sustainability efforts. What are some innovative ways the retail industry can encourage responsible consumption while maintaining profitability?
At Brandman Retail, we believe education and engagement are powerful tools for driving conscious consumption.
By sharing the story behind each product—its craftsmanship, sustainability credentials, and lasting value—we encourage customers to choose quality over quantity. We’re also exploring innovative strategies like subscription models, take-back programs, and limited-edition drops that highlight exclusivity, sustainability, and long-term value.
7. How is technology transforming retail expansion and business development? Are there any specific digital tools or AI-driven solutions that Brandman Retail is leveraging for brand strategy and consumer engagement?
Technology is transforming retail—driving hyper-personalization, operational efficiency, and smarter decisions.
At Brandman Retail, we harness AI and predictive analytics for demand forecasting, location planning, and customer journey mapping. Tools like CRM automation and digital store design simulations help us enhance engagement and boost conversions. We’re also investing in advanced omnichannel dashboards that unify customer data across platforms, enabling faster, more agile responses to shifting consumer needs.
8. Omnichannel retailing is becoming a necessity rather than an option. What challenges do international brands face in integrating offline and online experiences in India, and how does Brandman Retail address these?
Maintaining consistency across channels—in pricing, branding, and service quality—is one of retail’s biggest challenges. At Brandman Retail, we tackle this by investing in a robust tech stack and collaborating with leading logistics partners to streamline order fulfillment and inventory management. To ensure a seamless brand experience, we deliver unified customer service training across all touchpoints, aligning every interaction with our brand promise.
9. Brand licensing, distribution, and retail management come with unique challenges. What are some common pitfalls brands encounter when entering the Indian market, and how does your team help them navigate these complexities?
A common mistake brands make is underestimating India’s regional diversity and logistical complexity. Other pitfalls include overinvesting in CAPEX without market validation or applying global strategies without adapting them to local consumer behavior. At Brandman Retail, we take a phased and data-driven approach. We start with test markets, launch pilot stores, and use real-time insights to guide expansion.
To reduce market entry risks, we also support regulatory compliance, brand protection, and supply chain localization—ensuring every step is both strategic and sustainable.
10. Brand partnerships are at the core of your role. Could you share an example of a successful market entry strategy that Brandman Retail executed, and what key lessons other global brands can learn from it?
A standout example is our successful launch of Rockport, the iconic American footwear brand, in India. We adopted a digital-first strategy—driven by targeted media campaigns, influencer content, and e-commerce activations that highlighted the brand’s core values of comfort and everyday versatility. As Rockport’s exclusive licensee in India, we manufacture locally, allowing us to customize styles and pricing to suit Indian consumers while staying true to the global brand identity.
The response was immediate—Rockport gained strong online traction within weeks. We’re now planning selective retail rollouts across key cities.
The takeaway? Local manufacturing, digital-first visibility, and market-relevant storytelling are key drivers of successful brand entry and long-term growth in India.
