The billion plus population of India is a retailer's idea of a heaven. With close to 35 percent of the population falling in the working middle class, one would assume that the success of any brand is child's play - where there is space for every brand in the market. The past few years have seen an upsurge based on similar assumptions, with malls and shopping centres opening at every corner. International and national brands are investing heavily in single brand stores to encash the opportunity that seemed a safe bet given the income and demographics of the cities... However, the retailing truth lies somewhere in between figures and patterns.