Charagh Din: Dressing the Elite
Charagh Din sold premium men's shirts in Mumbai, India, to elite customers. It had been in business for three generations, dating back to 1949, and had evolved from a small tailoring shop to a multi-storied showroom. The brand was recognized for its unique designs and outstanding customer service. However, unlike its competitors, Charagh Din did not have in-house manufacturing. The business model worked well when India was a regulated economy, but, after the 1990s, aggressive national and international competition that catered to the apparel needs of the entire family began eroding Charagh Din's market share. In 2017, the owner was considering how to target growth while being able to maintain family control over the company. Amita Mital is affiliated with Indian Institute of Management Lucknow.