Abstract Dhawal Prakash has grown his business manifold in past 14 years, since taking over a single The Raymond Store (TRS) from his father. He targeted Tier III customers of Uttar Pradesh and keeping customers at the core of his business kept expanding his store network. He relied on Raymond brand and focused solely on retailing. Last few years especially post COVID-19 has been challenging with his customers looking beyond established brands like Raymond. Home grown brands, social media, e-commerce have changed the landscape of retailing.

Currently he stands at the crossroad on how to grow his retailing footprint. Should he stay with Raymond and expand to new cities or go with home grown brands like Manyavar or rely on his customer insights and target new product categories like jewelry which is fast growing market.

Learning Objectives 

Case is designed for post graduate students to learn especially about channel marketing and retailing to Tier III cities. Further one can understand how to keep customer at the core of business and importance of relationship building. Students also get chance to discuss on how to strategize for future expansions.