The Italian contemporary fashion brand "MAX&Co." has opened its first India store at Mumbai's "Jio World Drive" shopping destination. It is run by Reliance Brands Limited a unit of Reliance, India's largest retailer, and the two companies have signed a master franchise agreement. The store launched to coincide with the rollout of the brand's spring/summer 2026 collection.
MAX&Co. is a brand belonging to Italy's Max Mara Fashion Group and through the partnership with Reliance Brands, this globally run contemporary line has now been formally brought into the Indian market.
The first store sits on the ground floor of Jio World Drive, occupying a single floor of 112 square meters Its display windows face both the interior of the mall and Mumbai's Bandra Kurla Complex (BKC) district, a two-sided design visible from both indoor and outdoor foot traffic. BKC is Mumbai's new business hub, and Jio World Drive is known as a commercial district that draws affluent, style-conscious younger shoppers.
Launched alongside the store opening was the 2026 spring/summer collection, built around the brand's three pillars of "Curiosity," "Courage," and "Community." Within the Max Mara Group, MAX&Co. has been leaning further into a lifestyle-oriented position, pushing everyday wearability rather than sticking to formalwear alone.
| Item | Description |
|---|---|
| Brand | MAX&Co. (part of Max Mara Fashion Group) |
| Location | Ground floor, Jio World Drive (BKC, Mumbai) |
| Floor area | 112 square meters (single floor) |
| Operating partner | Reliance Brands (master franchise agreement) |
| Launch product | 2026 spring/summer collection |
| Positioning | First India outlet |
Reliance Brands has functioned as the gateway bringing overseas luxury and contemporary brands into India. MAX&Co.'s entry, too, follows the pattern that has been taking hold in recent years for entering the Indian market: pairing with a major local partner under a master franchise and starting from a prime Mumbai location. The choice of Jio World Drive as the store site also confirms that the venue tends to serve as the stage for overseas brands' flagship stores and first entries.
MAX&Co.'s case reaffirms that even well-known overseas brands mainly enter through franchise partnerships with major local players rather than going it alone. The approach — choosing the store location, launching a scaled-down flagship first, and timing it with a seasonal collection — offers a useful reference for companies in consumer goods and apparel considering entry into India. Securing a local partner with a sales channel is what determines the entry strategy into the Indian market.
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