Product is a well recognized name in men's and women's wear. The formal, executive and cotton collection is characterized by perfect fits, flawless falls, knife-edge creases and classic cuts. Westside is synonymous with the ready- made trouser for the contemporary Indian male looking for style, quality and affordability.

Westside stands out from the competition for a variety of reasons. One is that a majority of the brands the chain stocks and sells are its own, unlike retailers who store multiple labels. About 90 per cent of Westside’s offerings are home-grown, and they cater to different customer segments. The other 10 per cent includes toys, cosmetics and lingerie.

Westside has recently expanded its range of merchandise by offering outfits from some of India’s best-known fashion designers, among them Wendell Rodericks, Anita Dongre, Krishna Mehta and Mona Pali. This is an interesting marketing shift, since it means moving away from the chain’s only-our-own-brands concept.

The designers create collections exclusively for the store, and the prices for these are hardly eye-popping (the Wendell Rodericks range starts at Rs 600). Westside has managed to obtain this exclusivity at a lower price because it has multiple outlets. "Designer wear for us is really, to use the phrase, ‘the cherry on the cake’,"

Westside does its regular brand building through advertisements in the media, more important are its in-house promotions, which peak during the three main festive seasons: summer, Diwali and Christmas. The promotions are mostly theme based, with decorations to match, live bands and other attractions. So last year’s Westside show had a Hawaiian theme and this year the chain has gone the ‘Wild West’ way.