Mayasheel Retail India Limited, India's fastest growing retail brand and also India's fastest growing fashion and lifestyle company, has chosen a new partner -- Columbus Shoes -- for the manufacture and wholesale distribution of its sports shoes in India.

With this association, Bazar India, a rapidly emerging pan-India retail chain, aims to gain a wider customer base, build the brand strong and increase its product's exposure and sales by offering an impressive niche of tremendous collections of rough-and-tough sports footwear in underpenetrated Tier II and Tier III cities in India.

"This partnership strategically aligns both companies for the long-term by combining the strength of Bazar India's strong coverage of Apparel and General Merchandise with Columbus's footwear range around the globe as a leading retail player across India. This will not only strategically add the value chain for customers but also facilitate to experience the affordable comfort style statement footwear range", said Yash Garg, CEO of GYC advisory who helped form this alliance.

Speaking about the retail strategy, during the partnership, Columbus will not conglomerate with any other retain chain and vice versa implying that Columbus and Bazar India will work and grow together aiming to provide the 600-million middle-income populations in India access to one-stop shop retail experience, said Sandeep Manocha, CEO of Columbus.

Further Atul Garg, CEO of Bazar India said, "Bazar India will be the One-Stop-Shop for all sports footwear categories along with sophisticated athletic footwear across the value chain for its customers.