ColorPlus was launched in 1993 to provide premium, fashionable clothing for men in India. It targeted sophisticated, trend-conscious consumers and competed with international brands. In 2003, Raymond Ltd acquired a majority stake in ColorPlus to help grow the brand globally. The ColorPlus store discussed in the report focuses on smart, casual clothing for men ages 35-45, especially upper middle class office workers and businessmen. It utilizes international retail techniques and achieved annual sales of 60 lacs rupees with an average transaction of 3500 rupees and basket size of 4 items in 2010.