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Interview with Dhiren Desai, Business Head - International Brands, Wadhawan Lifestyle Retail

“The customer is still in ‘experience the brand’ mode and not brand loyal. Hence, only brand that react QUICKLY to customers and against competition will be successful.”

Dhiren Desai, Business Head - International Brands, Wadhawan Lifestyle Retail Private Limited is responsible for developing the international brands division of the company and is instrumental in bringing acclaimed international brand Adolfo Dominguez to India. His expertise and knowledge in the retail business goes over 16 years. A Commerce & Economics Bachelor Graduate from Sydenham College of Commerce & Economics, Mumbai, he has great experience in setting up new businesses, across various retail formats ranging from international brands to hypermarkets and department stores. Prior to working with Wadhawan Lifestyle Retail Pvt. Ltd., Dhiren worked for Reliance Brands Limited, where he worked as a Business Manager and launched the brand, Quiksilver in India. He also has worked with Tata Retail Enterprise (TRENT) where he developed the blueprint for the Men apparel business at Star Bazaar, which delivers value for money products with a strong focus on revenue. He was also part of the core team member of the functional group for ERP implementation – SAP at TRENT, which was eventually included in the SOPs for the business. Before joining at TRENT, Dhiren managed and expanded the casual and denim business for the Globus chain of stores from the R Raheja Group. During this tenure, Dhiren was extensively involved with the private label set up and launched F21 Brand for Globus.

Wadhawan Lifestyle Retail Private Limited (WLRPL) was established with a single minded vision of introducing global high-end fashion brands, relevant to the Indian consumers and markets. The initiative of the company is to primarily franchise / license international premium brands into India.  WLRPL has brought the Ed Hardy experience to the Indian customers through its customised standalone store formats and shop in shop models. WLRPL has recently introduced the country’s first Spanish designer label; Adolfo Dominguez.