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Fashion Audit

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Brand Audits

Doctor Extra Soft sells orthopaedic and diabetic-friendly footwear from Rs 299. It publishes no medical certification for any of it. What that means for buyers.
31 Aug 2026
What Sonata watches cost in India, why no imported brand can match them under ₹1,500, who owns the brand and where it stops being worth buying.
31 Aug 2026
What Fastrack actually costs in India, why its MRP is close to fiction, who owns it and where the brand is genuinely worth buying. An honest brand audit.
31 Aug 2026
Xylys sells genuinely Swiss-made watches for less than Tissot, under a name nobody recognises. What it costs in India, who owns it, and whether that trade is worth
31 Aug 2026
Carlton London calls itself a UK brand in its own terms of service, then sends disputes to Delhi courts. What the company records and a 2025 court ruling
31 Aug 2026
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