Superdry is a British brand from Cheltenham, and in India it is not a British brand at all. In October 2023 the intellectual property for India, Sri Lanka and Bangladesh was sold into a joint venture — Reliance Brands Limited taking 76% through its UK subsidiary, Superdry keeping 24%, for £40.0 million. Both sides published it the same day.
That is a different animal from every licence this site has audited. A licence rents a name for a term; here the Indian rights left the British company, and the wallets and belts on the marketplace sit under a second licence below that.
Superdry’s Indian rights were bought, not licensed: since October 2023 they have sat in a joint venture owned 76% by Reliance Brands Limited and 24% by Superdry, for £40.0 million, covering India, Sri Lanka and Bangladesh. The clothing sells on superdry.in, run by Reliance Brands; the marketplace shelf is 97 items, 79 of them wallets, belts, handbags and sunglasses, under a separate licence to Brand Concepts Limited of Indore. That shelf charged 83.9% of MRP on 15 September 2026, and the jacket pages publish no test rating for their wind and water claims.
Snapshot
- Brand origin
- United Kingdom — Cheltenham, Gloucestershire
- Global brand owner
- Superdry Limited, company number 07063562, Unit 60 The Runnings, Cheltenham GL51 9NW. The register shows the name SUPERDRY PLC from 8 January 2018 to 11 August 2025 — “Superdry plc” is a past name
- Indian rights holder
- Reliance Brands Holding UK Limited — Reliance Brands Limited 76%, Superdry 24%, since October 2023, covering India, Sri Lanka and Bangladesh
- Consideration
- £40.0 million, announced 4 October 2023; Superdry’s own accounts record net proceeds of £28.7 million in November 2023
- Who sells the clothing here
- Reliance Brands Limited, CIN U51900MH2007PLC174470, named in superdry.in’s own terms of sale
- Who sells the accessories here
- Brand Concepts Limited, CIN L51909MP2007PLC066484, Indore, listed on the NSE and BSE — an exclusive India licence for travel gear, handbags and small leather goods, granted by Reliance Brands Limited in October 2025
- Marketplace catalogue
- 97 items on 15 September 2026 — 37 wallets, 22 belts, 20 handbags, 8 sunglasses, and 18 everything else
- Own-site catalogue
- More than 1,400 product pages on superdry.in, read 15 September 2026
- Price band in India
- Premium — tees, polos and shirts selling at ₹2,315 to ₹3,476 on the brand’s own Indian site, jackets at ₹11,580 to ₹12,640 MRP, read 15 September 2026
- Share of MRP charged on the marketplace
- 83.9% across 97 items; 31 reduced; 12 distinct MRPs; 4 discount rungs
- Declared manufacturer, marketplace
- Brand Concepts Ltd, Indore on 38 of 40 records; INSPECS Ltd, Bath, UK on 2. Nothing blank. Origin India 23, China 17
- Published test behind any performance claim
- None found, on the Indian site or the British one
- Published authenticity check for buyers
- None found
The Indian rights were bought, not licensed
Superdry’s own regulatory announcement of 4 October 2023 is titled “Superdry brand to accelerate growth in India with new IP Joint Venture”, and the company classified it as a disposal. Reliance’s media release of the same date gives the terms: Reliance Brands Limited 76% through its UK subsidiary, Superdry 24%, £40.0 million, territories India, Sri Lanka and Bangladesh. It names what was replaced, too — a long-term franchise agreement running since 2012.
Superdry’s FY24 statutory accounts carry the same transaction from the other side: the India sale and joint venture “resulted in net proceeds of £28.7 million net of fees and taxes, in November 2023”, and “the Group retains a 24% share”. Announced in October, proceeds in November, and both dates belong on the record.
- Superdry Limited, CheltenhamOwns the brand everywhere outside three countries
- Reliance Brands Holding UK LimitedHolds the India, Sri Lanka and Bangladesh rights since October 2023
- Reliance Brands Limited, MumbaiSells the clothing, and operates superdry.in
- Brand Concepts Limited, IndoreLicensed the accessories in October 2025
Two limits belong beside it. A 24% holding is not ownership, and a 76% holding is not the whole brand — Superdry Limited owns the name everywhere else, and what changed hands was the property for three South Asian countries. The Reliance side is in filings too, though the brand is not: both the FY2024-25 and FY2025-26 accounts of Reliance Brands Limited carry Reliance Brands Holding UK Limited as a subsidiary investment at ₹755.80 crore, and neither names Superdry.
A second Superdry licence, and its published term
In October 2025 Reliance Brands Limited licensed travel gear, handbags and small leather goods on to Brand Concepts Limited, a listed accessories company in Indore. Trade reports of 13 October 2025 name Reliance Brands as the counterparty in terms, and the licensee’s own annual report says it has “added Superdry to the licensed brand portfolio”.
Brand Concepts holds six international licences — Tommy Hilfiger, United Colors of Benetton, Juicy Couture, Aeropostale, Superdry and Off-White — alongside two of its own, on FY2025-26 revenue of ₹348.95 crore and profit after tax of ₹0.97 crore. Its investor decks print a licence tenure for each brand.
| Brand | Tenure, as the decks print it |
|---|---|
| Tommy Hilfiger | “Exclusive License agreement till Dec 2026” |
| United Colors of Benetton | “Exclusive License agreement till 2030” |
| Superdry | “Long Term Contract” |
| Off-White, Juicy Couture, Aeropostale | “Long Term Contract” |
The decks give an end date for Tommy Hilfiger and Benetton and describe Superdry as a “Long Term Contract”. No royalty rate is given for any of the six.
What Superdry costs in India
On 15 September 2026 the marketplace shelf charged 83.9% of MRP across all 97 items, median MRP ₹3,999, with only 31 reduced. That is firm pricing by the standards of the same platform the same day — Columbia 97.7%, Ted Baker 79.6%, Under Armour 70.7%, Nautica 60.0%, The North Face 48.6%, HRX 30.4% — and just below Ralph Lauren at 93.2% and Lacoste at 92.3% last month.
The more interesting number is 12. Ninety-seven items are priced off twelve distinct MRPs and reduced down only four discount rungs — a shelf of wallets and belts priced off a grid rather than per product.
The clothing prices differently, on the brand’s own Indian site. Seven product pages read the same day ran from ₹4,210 to ₹12,640 MRP, and where a selling price showed, the reductions were deep — a ₹5,260 Oxford shirt at ₹2,893, a ₹6,320 flock polo at ₹3,476, a ₹4,210 tee at ₹2,315 — while all three jackets showed MRP and no reduction. Seven products is a hand sample, not a sounding, and a different channel from the 83.9% above.
The last store count Superdry published for India was 35, in July 2019, under the franchise the 2023 joint venture replaced. No current number is published, so treat any store count you see quoted as undated.
The same jacket, in two countries
One style code matched outright. The Mountain SD-Windcheater Jacket carries the code W5011171A, and the British site returns the same product for it. On 15 September 2026 the British list price was £99.99, marked down to £49.99; the Indian MRP was ₹12,640, with no reduction showing.
Both figures sit on one scale now. The Reserve Bank publishes the FBIL reference rate for sterling, and on 15 September 2026 — the day both prices were read — it was ₹129.19 to one pound. At that rate the British list price of £99.99 is ₹12,917.71, so the Indian MRP of ₹12,640 is 97.9% of it. Against the £49.99 Britain was actually being charged that day, ₹6,458.21 converted, the Indian price is 195.7%.
- British price on the day, Mountain SD-Windcheater
- £49.99, or ₹6,458 converted
- Indian MRP, same style code
- ₹12,640
- Gap
- +96%
- Checked on
- 15 September 2026
Both sides are tax-inclusive, which makes this cleaner than most comparisons on this site: the Indian page prints “(Price inclusive of all taxes)” and British retail prices include VAT. So on the tag the two markets are level, and on the price a shopper actually paid that day India is almost double. The gap is the discount, not the border.
The Indian intellectual property left the British company in 2023; what a shopper meets on the marketplace is a wallet counter two licences below it.
The second test went the other way, which is a finding too. The Hooded Arctic SD-Windattacker Jacket’s Indian code, M50203CU, returned no product on the British site, and the Indian “Hyper Luxe Pique Polo” has no British counterpart either, its name bringing back a knitted scarf and a beanie hat. So the Indian range is not the British range shipped over. Part matches; part is made in India, under names that do not exist in Britain at all.
Where it is made, and who answers for it
Seven declarations on superdry.in, read 15 September 2026, split by category.
| Product | MRP | Origin | Declared manufacturer or importer |
|---|---|---|---|
| Classic Oxford L/S Shirt | ₹5,260 | India | Aditya Birla Fashions And Retail Limited, Bangalore 560100 |
| Hyper Luxe Pique Polo | ₹5,260 | India | Balu Exports, Tiruppur 641605 |
| Luxe Back Hit Flock Polo | ₹6,320 | India | Sabs Exports, Noida 201301 |
| VL Tokyo Relaxed Tee | ₹4,210 | Turkey | Importer: Reliance Brands Limited, Bhiwandi |
| Mountain SD-Windcheater Jacket | ₹12,640 | China | Importer: Reliance Brands Limited, Bhiwandi |
| Hooded Ultimate SD-Windcheater Jacket | ₹12,640 | China | Importer: Reliance Brands Limited, Bhiwandi |
| Hooded Arctic SD-Windattacker Jacket | ₹11,580 | China | Importer: Reliance Brands Limited, Bhiwandi |
The Classic Oxford shirt’s page declares Aditya Birla Fashions And Retail Limited of Bangalore as manufacturer, with Reliance Brands as marketer. That is one declaration on one product page read on 15 September 2026; no supply arrangement between the two groups is published.
The pattern behind it is plainer. The soft tops are made here, by three Indian manufacturers in Bangalore, Tiruppur and Noida; the outerwear is imported from China with Reliance Brands Limited as importer of record and no manufacturer named. The accessories shelf splits the same way — India on 23 of 40 records, China on 17. One line on an Indian label is misread more than any other: the declaration names who is legally answerable for the goods, not who sewed them.
On that measure the accessories shelf is the best-documented one read on that platform that day. Two manufacturer strings across forty records — Brand Concepts Ltd of Indore on 38, INSPECS Ltd of Bath on 2 — nothing blank, a net quantity on every record. The North Face left the line blank on 40 of 40 the same day, Under Armour on 32 of 40; Nautica named twelve companies and Ted Baker ten. The Indore address on the declaration matches the one the register carries for Brand Concepts Limited: label and register agree, which this site is rarely able to write.
Superdry jackets: the wind and water claims, and what is published
Three jackets, ₹11,580 to ₹12,640. The Mountain SD-Windcheater is “crafted to help keep the wind out and the warmth in”. The Hooded Ultimate promises “multi-layer zip fastening, designed to keep the wind out and you warm”. The Hooded Arctic carries “water-resistant” in its own web address.
Behind all of that: no hydrostatic head figure in millimetres, no wind-permeability number, no membrane named, no taped-seam statement, no standard, no test house. The padding on one is declared 100% recycled polyester with no certificate named, and none of the seven pages carried a GSM figure.
The British site is the comparison. On Superdry’s home British site, five “mountain windcheater” jackets at £89.99 to £99.99 publish no waterproof rating, no hydrostatic head measurement, no wind-permeability data, no membrane and no test standard either. The Indian pages are not missing a specification the British site provides; neither publishes one.
Such ratings are published elsewhere: a search on “hydrostatic head” brings back millimetre ratings from Mountain Warehouse, Finisterre, Snow+Rock, Bushbuck and WindRider. None appeared for Superdry.
Two dated statements on materials are worth putting next to each other. Superdry’s organic cotton page, as it read on 15 September 2026, targets all pure cotton garments produced entirely from organic cotton or cotton in conversion by 2025, and names no certification standard at all — no GOTS, no OCS, no certificate number. The impact report for the year to April 2025 reports “over 50% of cotton used was organic” and puts the forward commitment at 100% organic by 2030.
Counterfeits, and what a buyer can actually check
Nothing is published for a buyer to check against. None of the nine information pages on the Indian site is about authenticity, verification, authorised sellers or counterfeits; the page that sounds closest, an argument for buying from the brand, lists no authorised sellers and mentions no counterfeits. No code, hologram, serial or verification page appears on the British site either. That absence counts because the same check found a positive the same day: Diesel publishes a 12-digit code with a QR tag since AW2021 and NFC on shoes, through Certilogo. This is “not published”, not “not looked for”.
Counterfeit Superdry goods have reached the Indian courts. On 27 August 2024 a Delhi commercial court decreed a counterfeiting suit brought by DKH Retail Limited, a UK company at the Cheltenham address, over counterfeit Superdry goods found in a Delhi warehouse. The decree restrains the defendants from using the Superdry marks, orders the seized goods handed over for destruction, and awards ₹3,00,000 in damages with costs. The decree concerned the goods before that court; it is not a finding about any other seller’s stock.
Two criminal prosecutions under the Copyright Act and the Trade Marks Act ended in acquittals: on 11 February 2026 in a Delhi district court, after the complainant did not testify, and on 5 May 2026 at Karkardooma, after the complainant could not be located.
One consumer matter went the Indian arm’s way, on 23 February 2022, when the Chandigarh state commission allowed an appeal by Superdry India, Reliance Brands Ltd. and set aside the order below.
Read the declaration, not the swing tag
Manufacturer or importer, origin and net quantity are printed on the box. Every marketplace record read on 15 September 2026 carried all three, so a missing one is worth asking about.
Expect no verification code
No serial, hologram or scan is published for a Superdry garment. Your bill and your seller are the only record you will have, so buy where a return is certain.
Who Superdry is actually for
The marketplace facet is a trap for anyone doing quick research. Ninety-seven items, seventy-nine of them wallets, belts, handbags and sunglasses, and a shopper searching there concludes Superdry sells small leather goods in India. It does not: it sells clothes, on a site with more than 1,400 product pages, with the accessories a licensee’s counter inside that business.
This is the third time in as many months that a famous apparel name’s marketplace facet has sold something other than clothes. Armani Exchange‘s was 98 watches in 100 read; Guess‘s was 94 handbags. Each time the clothing was elsewhere.
For a buyer, the core Superdry range here is a premium one — tees, polos and shirts at ₹2,315 to ₹3,476 after discount, jackets at ₹11,580 to ₹12,640 with none. The tops are made in India, so no import duty sits in their price; the jackets come from China, and duty on those is charged on the landed value an importer pays at the border, never on the tag.
What the advertising record shows
India’s advertising council publishes the complaints it has decided, and nothing on that record names Superdry, Reliance Brands Limited or Brand Concepts Limited. The blank is worth printing because the record is far from empty — one Indian personal-care brand alone carries 61 decided complaints, read the same way on the same day, 20 September 2026.
Two limits go with it. The council is a self-regulatory body rather than a statutory regulator, so nothing it decides binds anyone. And the record covers complaints decided up to that day: nobody has ruled on any advertisement running now.
Common questions
Is Superdry still a British brand in India?
The brand is British and the Indian rights are not. Since October 2023 the intellectual property for India, Sri Lanka and Bangladesh has sat in a joint-venture company owned 76% by Reliance Brands Limited through its UK subsidiary and 24% by Superdry, bought for £40.0 million. Superdry Limited owns the brand everywhere else.
Why does Superdry only sell wallets and belts on the marketplace?
It does not only sell those, but that is what the marketplace facet holds — 97 items on 15 September 2026, of which 79 were wallets, belts, handbags and sunglasses. Those categories are licensed to Brand Concepts Limited of Indore. The clothing sells on superdry.in, which is operated by Reliance Brands Limited.
Is a Superdry windcheater waterproof?
No published figure answers that. Three jackets at ₹11,580 to ₹12,640 promise protection from wind, and one carries “water-resistant” in its web address, with no hydrostatic head rating in millimetres, no membrane named, no taped-seam statement and no test standard. The British site publishes nothing of the sort either, so this is how the brand describes its jackets everywhere.
How can I tell if a Superdry item is genuine?
There is no published check. Superdry publishes no code, hologram, serial number or verification page for buyers on its Indian or British site. Keep the bill, buy where returns are certain, and read the declaration block for manufacturer, origin and net quantity.
Why is a Superdry jacket ₹12,640 here when it is £99.99 in Britain?
Both prices were read on 15 September 2026, on the same style code. Converted at the FBIL reference rate for that day, ₹129.19 to the pound, the British list price of £99.99 is ₹12,917.71 — so the Indian MRP of ₹12,640 is 97.9% of it. But Britain was being charged £49.99 that day, ₹6,458 converted, which puts the Indian price at 195.7% of what a British shopper actually paid. Both sides are tax-inclusive, so no adjustment is owed either way.
References
- Superdry regulatory news index — the announcement of 4 October 2023 titled “Superdry brand to accelerate growth in India with new IP Joint Venture”, classified as a disposal
- Reliance Industries media release, 4 October 2023 — the 76/24 split through Reliance Brands’ UK subsidiary, the £40.0 million consideration, the three territories, and the franchise running since 2012
- Superdry FY24 statutory accounts — net proceeds of £28.7 million in November 2023 and the retained 24% share
- Just Style, 4 October 2023 — the press reading of the same deal, including the approximately £28.3 million net figure
- Companies House, company 07063562 — SUPERDRY LIMITED, the Cheltenham registered office, and the previous name SUPERDRY PLC from 8 January 2018 to 11 August 2025
- Reliance Brands Limited statutory accounts, FY2025-26 — the CIN, the holding structure, and Reliance Brands Holding UK Limited carried at ₹755.80 crore
- Reliance Brands Limited statutory accounts, FY2024-25 — the same subsidiary investment in the prior year’s filing
- superdry.in terms and conditions — Reliance Brands Limited named as operator, with the Cuffe Parade address and Mumbai jurisdiction
- superdry.in “buy from the brand” page — no authorised-seller list, no authenticity guarantee and no mention of counterfeits
- Classic Oxford L/S Shirt, superdry.in — ₹5,260 MRP at ₹2,893, origin India, and Aditya Birla Fashions And Retail Limited, Bangalore, as declared manufacturer with Reliance Brands as marketer
- Hyper Luxe Pique Polo, superdry.in — ₹5,260 MRP at ₹2,630, origin India, Balu Exports of Tiruppur declared
- Mountain SD-Windcheater Jacket, superdry.in — ₹12,640 MRP, origin China, Reliance Brands Limited as importer, the wind claims, and no rating of any kind
- superdry.com, style code W5011171A — the matched Mountain SD-Windcheater Jacket at £99.99, reduced to £49.99 on 15 September 2026
- superdry.com, style code M50203CU — no result for the Hooded Arctic jacket’s code, 15 September 2026
- superdry.com, “mountain windcheater” — five jackets at £89.99 to £99.99 with no rating, membrane or test standard published on any
- Superdry organic cotton page — the 2025 target as it read on 15 September 2026, and the absence of any named certification standard
- Superdry FY25 impact report — “over 50% of cotton used was organic” and the ambition of 100% organic cotton by 2030
- Brand Concepts Limited annual report 2025-26 — the CIN, the Indore registered office, the six licensed brands, revenue of ₹348.95 crore and profit after tax of ₹0.97 crore, and the Superdry addition to the licensed portfolio
- Brand Concepts investor presentation, Q1 FY27 — the tenure table giving Tommy Hilfiger “till Dec 2026”, Benetton “till 2030” and Superdry “Long Term Contract”
- afaqs!, 13 October 2025 — the exclusive India licence for travel gear, handbags and small leather goods, with Reliance Brands Limited named as counterparty
- Apparel Resources, 13 October 2025 — the licensing partnership with Reliance Brands Limited to design, manufacture and distribute Superdry travel gear and accessories
- Brand Concepts Limited, companies register mirror — the CIN and the Indore registered office that matches the address on the product declarations
- DKH Retail Limited, counterfeiting suit, Tis Hazari commercial court, 27 August 2024 — the decree restraining use of the Superdry marks, the order for destruction of the seized goods, and ₹3,00,000 damages with costs
- Prosecution under the Copyright Act and Trade Marks Act, Delhi district court, 11 February 2026 — the acquittal after the complainant did not testify
- Prosecution under the Copyright Act and Trade Marks Act, Karkardooma courts, 5 May 2026 — the acquittal after the complainant could not be located
- Superdry India, Reliance Brands Ltd., consumer appeal, Chandigarh state commission, 23 February 2022 — the appeal allowed, the order below set aside, and the entity name with its Cuffe Parade address
- FashionNetwork India, 30 July 2019 — “we have 35 stores now as we talk today”, and the Reliance Brands franchise partnership that the 2023 joint venture replaced
- Diesel authenticity check — the published 12-digit code, QR tag and NFC method
- Vision Monday, 19 October 2011 — Inspecs signing an eyewear licence with SuperGroup, which is why INSPECS Ltd of Bath appears on two of the forty accessory declarations
The ownership story here is the best-documented this site has read on an imported apparel brand. Both parties published the October 2023 transaction, the numbers agree across a regulatory announcement, a media release and a set of statutory accounts, and the accessories shelf names two manufacturers across forty records with nothing blank.
The jackets are harder to judge on value. Three at ₹11,580 to ₹12,640 describe wind and weather protection, and neither the Indian nor the British pages publish a rating, membrane, standard or test house for them. The accessories licence term is published only as “Long Term Contract”, and the brand publishes no authenticity check for buyers.
Buy the tees and shirts — made in India, discounted hard, honestly labelled — and buy the ₹12,640 jacket for the cut, since no published rating says how much wind or water it keeps out.
