Reliance x MAX&Co. India: Italian Luxury Hits Mumbai

Reliance Brands Limited has finalized a long-term master franchise agreement to bring Italian contemporary giant MAX&Co. to the Indian luxury landscape.

Reliance Brands Limited (RBL) has officially entered into a long-term master franchise agreement with the Italian fashion powerhouse MAX&Co., a signature contemporary label under the prestigious Max Mara Fashion Group. This strategic partnership marks the brand’s first foray into the Indian market, with a debut flagship store confirmed to open in Mumbai in early 2026. Founded in 1986, MAX&Co. currently operates a global network of over 400 stores and is celebrated for its quality-driven, “style-over-trends” philosophy that prioritizes originality and creative flair. Following the Mumbai launch, RBL plans a national rollout across major metropolitan hubs, showcasing the brand’s full range of apparel, accessories, and its exclusive & Collaboration seasonal capsules. RBL, which manages over 90 international luxury names including Balenciaga and Bottega Veneta, will leverage its massive infrastructure of 1,590 stores to nurture MAX&Co.’s vibrant, modern identity within the region.

“MAX&Co. embodies a bold, modern expression of femininity – dynamic, joyful, and unapologetically individual, a spirit that deeply resonates with the evolving style and confidence of Indian women.”

Isha Ambani, Executive Director, Reliance Retail Ventures Limited.

“India represents a vibrant and forward-thinking market… Our future mission is to inspire a new community of women who live with confidence, curiosity, and a cool, modern attitude.”

Maria Giulia Prezioso Maramotti, Brand Divisional Director, MAX&Co.

Trivia: The Bold Spirit of “Max”, Did you know that MAX&Co. was launched in 1986 not just as a brand, but as a “retail project” to give the new generation of working women a rebellious alternative to traditional formalwear? While its parent brand, Max Mara, is famous for its structured camel coats, MAX&Co. introduced the “style-over-trends” mantra, even adopting a Red Panda named “Mr. Co” as its unofficial, unflinchingly honest mascot to represent the brand’s authentic and playful Italian soul.

UDHQ Take: The entry of MAX&Co. into Mumbai isn’t just a retail launch; it’s a social elevation for the Indian professional woman. By moving away from fast-fashion cycles and embracing a fluid, mix-and-match mantra, this brand offers a wardrobe that signals intellectual luxury and quiet confidence. In a routine filled with fleeting trends, wearing a Max Mara-backed label provides a “Tuscan touch” to daily boardroom or brunch attire, instantly raising your social status through authentic Italian craftsmanship and timeless silhouettes that command respect without saying a word.

Source: Reliance Brands