Expanding its retail base, Orra has plans to launch 10 new retail outlets in the financial year 2009-10, as franchise-based stores in Tier-II towns. The retailer would appoint one of its representative at each of the 10 outlets for the management of the works.

The retailer so far owns 31 exclusive high-street boutiques but now wants to expand through partner networking. The retail outlets operating from shopping malls will be shifted to high streets in anticipation of better footfalls. The brand has so far received the best response from Punjab and so it is expanding outlets in cities of Punjab- Amritsar, Patiala, Mohali and Jallandhar.

In the process is a joint venture with with foreign designers. “We try to customise our products as the tastes of our buyers in different parts of India differ from each other. For instance, in Punjab buyers prefer to have a combination of coloured stones with diamonds.”