MAM
Max rethinks ‘size labels’ and introduces its new youth-centric brand Urban
Mumbai: A fashion conglomerate, Max Fashion announces the launch of Max Urban. Designed exclusively for the country’s burgeoning youth market, the brand aims to redefine style, self-expression, and the shopping experience for a youth market, Urban’s bold, progressive aesthetic product line is a reflection of today’s youth-confident, unapologetic and fearless!
The “Love Labels” brand campaign from Max Urban takes a bold and empowering approach to size and fit. Rather than perpetuating traditional size labels, the campaign dispenses with the concept entirely redefining them as affirmations of self-love and body positivity. The campaign film follows a narrative that celebrates the diverse and ever-changing shapes and sizes of people. The brand aims to help customers find clothes that fit them perfectly, creating a unique shopping experience that uplifts and empowers them. The traditional size abbreviations of “XS,” “S,” “M,” “L,” “XL,” and “2XL” have been reimagined as inspiring labels like “Xtra Special,” “Stunning,” “Magical,” “Lit,” “Xtra Lit,” and “Xtra Xtra Lit.”
Max Urban president & deputy CEO Sumit Chandna exclaims, “Size labels can be a source of self-confidence and positive self-image for many shoppers, especially youth. We have made efforts to offer a more inclusive range of sizes and to use language that is empowering. At Max Urban, our ‘Love Labels’ campaign transforms size tags into affirmations of self-love, empowering you to feel confident in what you wear.”
The inaugural Max Urban collection, inspired by casual, vacay prints and tranquil patterns, will be available across the brand’s 500+ dedicated retail stores as well as on the newly launched www.maxfashion.in e-commerce platform. With amazing prices starting from just 199 INR, this collection makes the brand accessible to a wide swath of young shoppers.
Love Labels will be available at select 50+ stores across major cities, including Delhi, Mumbai, Bangalore, Kolkata, Hyderabad, Chennai, Lucknow, Trivandrum, Calicut, Guwahati, and Bhubaneswar, offering international fashion at great prices. The brand is committed to continually expanding the reach of the Love Labels, with plans to scale up the number of stores in the year.
As Max Fashion continues to evolve and expand its portfolio Max Urban will play a pivotal role in driving the organisation’s expansion – solidifying its position as a trailblazer in the Indian fashion industry and introducing international styles to the market, championing aspirations of a new generation.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
