ITC Wills Lifestyle's 2014 move to tap Franchise India for metro and Tier 2 expansion resurfaces

Resurfacing a June 2014 appointment, ITC Wills Lifestyle had brought on Franchise India Brands to advise on franchise opportunities as it sought to expand its pan-India store network across Wills Classic, Wills Sport and Wills Clublife.

— FiledFri, 24 Jul, 2026, 05:34 IST·First seen Fri, 24 Jul, 2026, 05:34 IST·Source Financial Express · BrandWagon

What happened

ITC Wills Lifestyle appointed Franchise India Brands to advise on expanding its India store network, targeting metros and Tier 2 cities through franchise

Key facts

  • over 14 years

Why this matters

By appointing Franchise India Brands, ITC is using an external franchise-development capability to scale its apparel footprint, potentially opening opportunities for regional partner alliances and complementary retail infrastructure.

What to watch

  • Number of franchise enquiries converted into signed agreements and operational stores.
  • Disclosure of franchise fees, required investment, store-size formats and expected payback periods.
  • Whether Wills Lifestyle opens in new Tier 2 cities or adds density in existing metros first.
  • Appointment of regional master franchisees or multi-unit operators.
  • Comparable store sales, discount intensity and store closures in the premium and mid-premium apparel segment.
  • Evidence of assortment localisation for smaller cities and integration with online ordering or endless-aisle fulfilment.
  • Publish franchise investment, area and city eligibility criteria through Franchise India channels.
  • Prioritise proven Tier 2 retail hubs with established malls, affluent catchments and limited premium formalwear competition.
  • Offer city or cluster-level development rights to experienced multi-brand retail franchisees.
  • Standardise store formats, merchandise assortments and visual merchandising across Wills Classic, Wills Sport and Wills Clublife.
  • Strengthen franchisee inventory replenishment, local marketing and omnichannel fulfilment capabilities.
  • Use early franchise performance to identify cities suitable for larger company-controlled flagship stores.