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W is a premium fusion wear brand, which merges Indian and western sensibilities with an emphasis on distinctive design and styling. This brand is targeted primarily at the modern Indian woman's work and casual wear requirements. W has been recognized as the IMAGES Most Admired Fashion Brand of the Year: Women's Indianwear by India Fashion Forum consecutively for past four years between 2015 to 2018. As of September 2018, W had 300+ exclusive brand outlets and 1400+ large format store outlets located across 148 cities in India and five outlets outside India.
The brand has always been a forerunner in introducing several radical fashion concepts in the Indian apparel market but has been muted in its advertising and communication efforts