Q4 FY25 Same-Store Sales Growth (SSSG) was -1%, a key metric. However, April-May FY26 showing improvement signals potential demand recovery.

“SSG for this quarter was minus 1%, and for the year was plus 4%.”

“April and May is like, better than Q4. So, yes, there is a pickup in the demand and there is a positive sentiments and where is positive it is.”

— Deepak Bansal, Full Time Director

Indicates a modest price increase capability (Rs.20 ASP hike) while reinforcing its strategic positioning in the less crowded mid-premium apparel segment.

“So, ASP has increased by Rs.20 when compared to the last year. So, we always mentioned that our USP is our average selling price because we are into the mid-premium segment brand, and we are not value brand and not coming to the premium segment brand. Because this space at ASP of Rs.1060 is very less crowded. So, we plan to be in this space only in the future also.”

— Deepak Bansal, Full Time Director

Reaffirms commitment to a company-owned, company-operated (COCO) model for new store expansion, limiting franchise participation to around 10%.

“So, franchise, only total company proportion is right now 20% are the franchise stores and 80% are the COCO stores. But regarding the new stores, the ratio is further less. So, in the last year, we opened 66 stores. 61 were the COCO stores and the five were the franchise stores. So, approximately around 10% were the franchise stores. So, same kind of thing going to be there in future.”

— Deepak Bansal, Full Time Director

New stores are planned to be larger (1700 sq. ft.) than the current company average (1300 sq. ft.), potentially impacting store-level economics and capex per store.

“So, last year our average size was 1635 square feet. So, it's going to increase a little bit till 1700 square feet per store for the new stores. And for the average store of company today stands at 1300 square feet.”

— Deepak Bansal, Full Time Director

In an era where everything seems to be breaking simultaneously—geopolitics, economics, climate systems, social norms—this new tried to make sense of the present.

“What the hell is happening?" is deliberately messy, more permanent draft than polished product. Each edition examines the collision of mega-trends shaping our world: from the stupidity of trade wars and the weaponization of interdependence, to great power competition and planetary-scale challenges we're barely equipped to comprehend.”