Aliagroup director Sanjeev Malhotra said, "Aliagroup brief covers the broad spectrum of brand creation and attendant retail branding - from strategy to implementation, and will be executed by its flagship division, DMA."

This is DMA’s first major assignment in the retail sector.

Aliagroup is a brand consulting firm and it offers a seamless service across strategy, manifesation and implementation through its specialist divisions, providing strategic value-adds to Brand expression and communication.

The group partners over 20 large brand owners in building intangible differentiation and creating strong brand and visual equity for their brands. Aliagroup's basic strength lies in its deep understanding of nearly two billion Indian and Asian consumers across 70 leading brands in 20 categories.