Being Human, the retail division of Mandhana Industries, currently operates 60 exclusive stores across 40 cities, is planning to mark its presence in places like Raipur, Bikaner, Guwahati and Vapi.

It’s managing director, Manish Mandhana said, “I think the real growth in India is coming from Tier II and Tier III cities. That is where the aspirational value of the brand is also very high. We have noticed in all of our stores which are in smaller towns and cities that the per square feet returns are fantastic and the brand has been accepted beautifully well.”

Being Human is deep-rooted in the entire Omnichannel retail as it has its franchisees, presence in large format stores, online platforms and MBOs in the country.

Mandhana said, “Other fully grown brands in India have 300 to 400 stores, we are just at 60 as of now and there are still a lot of geographies to cover with all the exclusive stores and the future plan is definitely going to be adding another 100 stores in next 2 to 3 years.”

The brand, which is looking forward to the EBITDA of 23-24 per cent, chooses its location judiciously. The emphasis is given to the easy accessibility, even the floor of the mall is also taken into consideration.

“We are very particular about the location because that plays a very key role in flourishing the business and brand. So we are always looking at the ground floor of most of the significant malls in the country, Mandhana added.

Being Human is also looking forward to expand its reach in other foreign countries like the UK, the USA and Canada.

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