To empower store managers to make their own communication decisions without needing stringent guidance from the marketing team.
Working closely with the marketing teams from India and France to convey the ethos of the global brand while making it relevant to India. Ground and field research was entailed in defining the positioning. The end product was a 110 page brand book.
The brand went from 7 stores in the first 3 years to 33 stores in the next 4 years, with scalability in communication playing a key role.