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Fashion Audit

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Brand Audits

Allen Cooper sounds British and is made in Kanpur by a listed Indian company. What its safety shoes cost, whether they are certified, and who should buy them.
31 Aug 2026
Bacca Bucci sounds Italian and says on its own site that it was born on the streets of Delhi. What its sneakers cost, what it discloses, and who
31 Aug 2026
Batanagar, the school shoes, the high street shop. Bata feels Indian and is not. What its own filings say about who owns it, and whether the shoes are
31 Aug 2026
Relaxo makes more footwear than any other Indian company and owns Sparx, Flite and Bahamas. What that scale does to the price, and where the shoes fall short.
31 Aug 2026
Sparx is Googled as though it were a foreign sports label. It is made by Relaxo in Bahadurgarh, alongside Flite and Bahamas. What it costs and whether it
31 Aug 2026
Mochi is Indian, not Japanese. What it really costs once the standing discount is applied, who owns it, and why no factory sits behind the name.
31 Aug 2026
Titan Eye+ has 838 stores to Lenskart’s 2,137, and margins going the wrong way. What that means for what you pay, and when it is still the better
30 Aug 2026
Casio started making 28 watch models in India in 2025 and said nothing about price. What a G-Shock costs here, why duty made it expensive, and what should
30 Aug 2026
Metro Shoes and Mochi share a segment, a price band and a 1,600 sq ft store, and once sat ₹11 apart on realisation. What Metro Shoes actually costs
30 Aug 2026
Metro Brands gives Metro Shoes and Mochi the same segment, the same ₹1,000 to ₹10,000 band and the same store size. The last figures it disclosed put them
30 Aug 2026
Fossil makes watches for Michael Kors, Armani and Diesel, left the smartwatch business in 2024, and is shrinking its way back to profit. What that means for buyers.
30 Aug 2026
Action Shoes was the school-shoe default of the 1990s. What the filings show now, why its MRPs run 59% to 89% above the real selling price, and who
30 Aug 2026
boAt is India’s largest audio brand and only the number two smartwatch brand. It also lost 7.5 million customers’ data. What that means before you buy.
30 Aug 2026
Red Chief belongs to the Kanpur family behind Ghadi detergent, and it is not Red Tape. What its leather shoes really sell for, and why the company is
30 Aug 2026
Noise is India’s biggest smartwatch brand in a category whose shipments fell 17.6% in 2025. What that means for what you pay, and whether the watches are any
30 Aug 2026
adidas prices the Samba lower in India than in Germany once tax is stripped out. The Dassler split, the Reebok India fraud, and the stud myth checked.
30 Aug 2026
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