A high street fashion brand, Benzer is regarded as one of the oldest fashion retail stores in the country. Known for their exquisite ethnic and indo-western formal, casual and bridal fashion apparel, Benzer has been making every occasion, festival and event more special and memorable. Even today, the showroom at Breach Candy remains the flagship store, but the brand has expanded to include more extensions, namely Benzer Women and Benzer Men. The former is a new retail format, which aims to replicate the experience and product mix of Benzer Breach Candy in a smaller format in locations in and outside Mumbai. Benzer Men, as the name suggests, is a sub-brand that focuses on an extensive range of men's wear. Such a retail strategy was developed by the company in order to meet the retail wave in India, head on. Long before the age of globalization dawned in India, Benzer opened a fashion store in 1982 strategically located on Mumbai's very own 'golden mile' in the heart of the glittering, up market district of Breach Candy. The Store became a landmark in more ways than one, heralding the beginning of the retail and consumer revolution in the country. Over the years Benzer has managed to adapt to changing market dynamics, closely following the pulse of retail and consumer trends, often defining them, through innovation, in-depth market knowledge and a pro-active approach. A completely homegrown fashion brand, Benzer enjoys a vast international customer base, consisting mainly of high net-worth, discerning Non-Resident Indians, apart from the loyal and constantly growing local clientele. The brands effective advertising and striking photo shoots have attracted attention and mindspace locally and now with their highly functional and designer online presence, Benzer products are available and accessible to people across the globe, strengthening the brand's presence internationally. Over the years, the brand has acquired significant equity, not just in terms of customer perception and brand image, but also in terms of financial success, posting double digit growth figures enabling the group to diversify its interest into a host of activities-from a food processing and cold storage complex to stock broking to the manufacture of vital chemicals, to name a few.