just in numbers but in global brand affinity, digital adoption, and retail innovation.  With a population of 1.428 billion, it’s no wonder international brands see the vast potential of this bustling market. Among them, the US Polo Assn brand stands tall, aiming to harness the billion-dollar opportunity that the Indian market presents. The brand’s recent “Legends” marketing campaign and launch of a new e-commerce platform through Arvind Fashions, a lifestyle powerhouse in India, with a portfolio of more than 27 leading international brands, including Tommy HIlfiger, Calvin Klein, Sephora and US Polo Assn, signals its intent to delve deeper into the Indian consumer psyche. Milind Soman and Arjun Rampal The story so far In an exclusive interview, Amitabh Suri, the CEO of US Polo Assn under Arvind Fashions, unpacked the brand’s vision, its commitment to offering the Indian consumer a holistic shopping experience, and how the brand plans to evolve in a market that’s as diverse as it is vast.  “USPA is a warm, casual and approachable democratic brand that brings people together. This is at the heart of our brand. Our ‘Iconic Legends’ campaign embodies the brand’s DNA of unity and togetherness,” Suri told Inside Retail. By bringing together iconic figures – fashion and supermodel legends of India Milind Soman and Arjun Rampal, and legends of sports in India Leander Paes and Mahesh Bhupati, the brand hoped to create a campaign that would resonate with a wide audience. According to Suri, previously, the team successfully incorporated the #playtogether theme through the concept of ‘twinning’ to show people coming together through polo sports and in their personal lives.  “We had our brand ambassador Arjun Rampal, wear matching outfits with his son and girlfriend, which became a huge hit. Our ‘Iconic Legends’ campaign takes forward this theme of twinning and playing together,” he added. Suri said all this was only possible because of the credibility, reputation of the USPA brand in India.  Amitabh Suri, the CEO of US Polo Assn under Arvind Fashions The new website The campaign coincided with the launch of a new website in India, introducing some exciting features designed to elevate the customer experience even further. To begin with, the website offers the widest range of USPA products yet. “Exclusive lines, the latest drops and the entire store range will be available on the website in real time. We’ve bridged the gap between online and offline shopping by broadening the brand touch-points for our customers through a range of omni-channel offerings as well,” he noted. According to Suri, the website interface has been designed to make online shopping quick, easy and seamless. With the website’s single customer view, customers can earn and redeem their loyalty points all in one place. “We’ve partnered with premium logistics partners to enable quick delivery from the store and offer a great post-sales experience. Our website isn’t only about our products, it weaves in the whole story of the brand by curating the best of global and local content,” he stressed. Leander Paes and Mahesh Bhupati The Indian market As of now, Suri said that the brand is already a leader in the men’s casual wear segment in India, with revenues nearing INR 2,000 crores (US$300 million). He believes that the brand’s strategic plan in India will further solidify its position in the local marketplace going forward. “To build a billion-dollar power brand status in the Indian, our strategy in India will remain focussed on building and expanding both our brick-and-mortar as well as e-commerce presence and overall brand marketing through the art of storytelling,” he elaborated. Apart from investing in a new website presence, the brand is also diversifying into adjacent categories like kidswear, womenswear, footwear, as well as accessories like wallets and belts.  “These expansions are key drivers for growth, allowing us to cater to a broader customer base,” he stated. Suri reiterated that the brand is a perfect example of ‘phygital’ retail in India. He is focused on blending the best of a physical and on-ground presence with a seamless, streamlined e-commerce presence to ultimately enhance omnichannel engagement. “In fact, we recently launched five stores simultaneously on September 17 in Bangalore. These stores have been meticulously designed to create a unique and immersive experience for customers,” he added. The brand already has over 400 stores in the country, and Suri’s team has already put in place a long-term strategy for India to completely immerse its customers in the unique brand story of USPA and keep the brand a step ahead in this dynamic market.