Womenswear brand Madame's target group comprises young working women eyeing a perfect blend of comfort and aesthetics. While the brand's in-house R&D team stays abreast of fashion innovation and forward looking trends, its retail strategists have been elevating Madame's presence in key urban markets. In a candid chat with IndiaRetailing, Bipan Jain, managing director of this upwardly mobile brand, outlines his blueprint for differentiation and his outlook for modern retail in India.

Q) What is the driving philosophy of retail operations at Madame?
BJ: Our retail philosophy is customer-centric and is designed to give a uniform and truly international shopping experience to our retail customers, across all the stores. We try to bring in a high level of expertise in the retail team who convey the core values of the brand to the customer on a daily basis. Moreover, the prime retail presence clubbed with unmatched offerings escalates the aspiration index of the brand.

Q) While taking your retail operation forward in the Indian context, what is the biggest learning from the slowdown?
BJ: During the global slowdown, which was reflected by an erosion of trust, there was a dire need to generate positive sentiments to gain positive momentum and to give impetus a positive spiral as well. The biggest learning was that a positive approach to all aspects of the business is the key driver in all times. One of the most important attributes for a small business to succeed is the distinguishing quality of practicing best-in-class business ethics. Business ethics, practiced throughout the deepest layers of a company, become the heart and soul of the company's culture and can mean the difference between success and failure.

Q) Your personal vision when it comes to leading your retail team.
BJ: To understand the aspirations of target customers and to offer them truly superior statements in fashion. Thereby, make Madame a company that sets trends in its chosen ventures and earns the admiration of customers for excellence in quality and ethics.

Q) Given the two schools of thought that are currently dominating the Indian retail industry -- ‘aggressive expansion’ versus ‘slow but steady growth’ -- which has attracted you as your own retail strategy?
BJ: Steady and confirmed expansion!

Q) Your comment on the expression ‘Powerful Retailer’. According to you, which are the three most ‘powerful retailers’ in the world and why?
BJ: Starbucks – strong network of only company-owned outlets.
Zara – can shelf a design in less than three weeks.
United Colors of Benetton – customer loyalty.