Mumbai-based menswear brand Charagh Din, which operated from a single flagship store for nearly seven decades, has expanded into Kerala with the opening of its first outlet in Kochi.
The company chose Kerala because of the strong customer base it already has in the State, Raju Daswani, Partner at Charagh Din, has said.
“Keralam is a big market for us,” Daswani told businessline, saying that an estimated 200–300 customers from the State visit the brand’s Mumbai store every day, while another 500–700 customers access its website.
The Kochi outlet is part of Charagh Din’s broader plan to enter new markets while retaining the personalised approach that has been central to the brand’s business model. The store has been opened through a special franchise partnership with the Aswani Lachmandas Group.
Daswani said the company would first assess the performance of the Kochi store before deciding on further expansion.
“We want to see how this goes and how we progress here,” he said when asked about plans to enter other markets.
For the 77-year-old brand, the Kochi store represents more than geographical expansion, he said.
“Every new store is not just a step towards expanding the business. It is an opportunity to pass on our legacy, passion for fashion and commitment to quality to a new generation. Kochi is a new beginning for us,” said Daswani, a second-generation member of the family business.
Charagh Din offers a range of menswear aimed at occasions including parties, weddings and celebrations. Its collection includes distinctive prints, intricate handwork and classic solid colours. The company currently operates 14 manufacturing units at different locations in Mumbai to meet customer demand.
The brand also has a substantial online customer base, with Daswani pointing to its mailing list of over six lakh customers as another indicator of its digital reach. However, he ruled out plans to launch a women’s wear brand at present.
Published on September 25, 2026
