Joker & Witch plans to expand into offline retail market for growth

Accessories and watch brand Joker & Witch plans to enter the offline retail market in India and widen its product offering in order to become a Rs 500 crore label in the coming four to five years. 

“70% to 80% of our stores will be in metro and Tier 1 cities,” said Joker & Witch’s co-founders Maya Varma and Satish Singh, ET Retail reported. “Initially, we will be opening company owned company operated stores and then gradually might evaluate franchising opportunities as we scale.”

Joker & Witch plans to achieve earnings before interest, tax, depreciation, and amortisation profitability for its upcoming brick-and-mortar stores within their first month of operations. Each store will measure between 200 and 400 square feet and will retail the brand’s selection of women’s handbags, watches, fashion jewellery, and sunglasses among other goods for women. 

“Location strategy for us will be in line with how the direct to customer geographical distribution looks for us at this point in time,” said Varma and Singh. “Metro and Tier 1 cities will have nearly two thirds of our stores with the maximum number of stores in Delhi/ NCR followed by Mumbai and Bengaluru.” 

Joker & Witch expects to conclude the 2025 financial year with an annual recurring revenue total of Rs 150 crore. The business plans to expand its bag offering along with its accessories selection. Along with Joker & Witch, Varma and Singh also run the label Teejh, which retails traditional style accessories.