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initially joined forces with local franchise partner Planet Retail, marketing itself as an exclusive, expensive brand.
When that strategy failed, it tried to sell itself as an affordable, quality brand with a joint venture with Reliance Retail, a unit of billionaire Mukesh Ambani's Reliance Industries (RIL).
M&S has expanded the size of its shops in India and brought in more clothing ranges to appeal to consumers. Retail consultant Sahani said M&S would benefit from trumping its value-for-money image, rather than its fashion credentials.
Sulagna Seth, a 31-year-old chartered accountant who was browsing at the M&S store in a popular Mumbai mall, agrees.
"The colour palate has improved and the clothes are not as expensive and boring as they used to be but its still far from being cool, like say, for example, Zara," she said.