Cherma's

Cherma's is an apparel retail brand and store business based in Hyderabad, India. The business traces its retail launch to 1980, when Kayarmin Pestonji established the first outlet in Abids under the Cherma's name. The store had previously been known as Babson's. Its initial proposition centered on affordable, ready-to-wear garments, including shirts and jeans, and it became associated with the advertising line “you name it! we have it,” which expressed a broad, value-oriented merchandise assortment. The business developed from a wider Pestonji family involvement in textiles, garment manufacturing and export supply. In the 1970s, Kayarmin Pestonji worked with handloom cloth produced through primary societies around Hyderabad and supplied export goods to his elder brother, Dadafrid F. Pestonji, who was engaged in garment exports. In 1978, Gool H. Pestonji began selling surplus export garments connected with that business. The growth of this activity encouraged Kayarmin Pestonji to leave government service and join the family enterprise, providing the commercial foundation for the later retail operation. Cherma's subsequently expanded its presence across Hyderabad. Locations identified in reference material include Abids, Secunderabad, Ameerpet, Kukatpally and Malakpet. The company also has a manufacturing unit at the Apparel Export Park in Gundlapochampally, near Hyderabad. This manufacturing capability supports the brand's own-label and apparel activities, although the available material does not establish the full legal structure or complete range of products made there. The retailer's assortment extends beyond its original shirts-and-jeans focus. It has added footwear and expanded men's and children's wear. Kaizad Kayarmin Pestonji, a member of the next generation of the family, joined the business after completing a Bachelor of Commerce and Computers and an MBA from the University of Warwick. He initiated the footwear category, which the reference material describes as contributing more than 10% of turnover at the time of that account. He also worked on the introduction of additional brands and the development of Cherma's in-house labels, including Kaijas, Shamrock, Jasika and Sim One. These labels are described as being manufactured by Singh Casuals Pvt. Ltd., identified in the material as a subsidiary. Cherma's is therefore best understood as a regional, vertically connected fashion retailer rather than a globally distributed consumer brand. Its identity combines value-priced ready-to-wear retail, a multi-category store format and locally rooted family ownership. The available sources provide limited information about present store numbers, current leadership, financial performance and online commerce. Its official website indicates an ongoing brand presence, but the precise current operating footprint and corporate structure require verification.

Cherma's developed from a Hyderabad textile and garment business associated with the Pestonji family. The family's commercial background included garment exports, handloom production and the sale of surplus export clothing. In 1975, Kayarmin Pestonji began manufacturing handloom cloth through primary societies around Hyderabad and supplied goods to his elder brother Dadafrid F. Pestonji, who was active in garment exporting. In 1978, Gool H. Pestonji began selling surplus export garments connected with this network. The activity expanded sufficiently for Kayarmin Pestonji to leave his government position and participate full time in the family business. The retail operation opened in 1980 in Abids, Hyderabad. Before adopting the Cherma's identity, the outlet was known as Babson's. The new store concentrated on low-cost, ready-to-wear clothing, particularly shirts and jeans. Its assortment-led retail message was reflected in the advertising phrase “you name it! we have it,” positioning the store as a convenient destination for customers seeking a wide range of affordable garments. Over time, Cherma's developed from a single outlet into a Hyderabad-focused chain. Reference material identifies stores in Abids, Secunderabad, Ameerpet, Kukatpally and Malakpet. The company also established a manufacturing unit at the Apparel Export Park in Gundlapochampally, near Hyderabad. This connection between retail and manufacturing helped support the development of Cherma's own apparel labels, although the available sources do not provide detailed production volumes or a complete corporate ownership map. The next generation became involved in the business through Kaizad Kayarmin Pestonji. After studying commerce and computers and completing an MBA at the University of Warwick, he joined the firm in 2010. He initiated the footwear category and worked on expanding men's and children's offerings. The reference material states that footwear became a significant category, accounting for more than 10% of turnover at the time of the source account. Kaizad also participated in developing in-house labels such as Kaijas, Shamrock, Jasika and Sim One. These labels are described as being manufactured by Singh Casuals Pvt. Ltd., a subsidiary associated with the business. Kayarmin Pestonji's public activities also extended beyond retail. He was involved in motor rallying and community institutions, including a Parsi fire-temple trust, an educational trust and professional and public advisory bodies in Andhra Pradesh. These activities form part of the founder's biographical record but do not represent separate Cherma's business divisions. The currently available information supports describing Cherma's as an active regional apparel retailer with manufacturing links and a family-business heritage. It does not establish a precise present-day store count, current revenue, formal listed status or a verified current executive roster beyond the family members mentioned in the reference material.

• 2010

  Kaizad Pestonji joins the business

  [1]Cherma'sen.wikipedia.org

  After completing his studies, Kaizad Kayarmin Pestonji joined the family firm and became involved in expansion and category development.

• 1982

  Third Himalayan Rally victory

  [1]Cherma'sen.wikipedia.org

  Kayarmin Pestonji won the Indian Cars Class in the third Himalayan Rally.

• 1980

  First Cherma's retail outlet opens

  [1]Cherma'sen.wikipedia.org

  Kayarmin Pestonji opened the first Cherma's outlet in Abids, Hyderabad. The store had previously operated under the name Babson's and focused on affordable ready-to-wear apparel.

• 1980

  Kayarmin Pestonji wins the first Himalayan Rally

  [1]Cherma'sen.wikipedia.org

  The founder won the first Himalayan Rally in the Indian Cars Class, part of his documented motor-rallying career.

• 1978

  Surplus export garment sales expand

  [1]Cherma'sen.wikipedia.org

  Gool H. Pestonji began selling surplus export garments, an activity that helped create the commercial base for the later retail business.

• 1975

  Handloom manufacturing begins

  [1]Cherma'sen.wikipedia.org

  Kayarmin Pestonji began manufacturing handloom cloth through primary societies around Hyderabad and supplying goods to the family's garment-export activities.

Affordable, broad-assortment ready-to-wear fashion for local Indian retail customers, with a focus on apparel, footwear and family-oriented merchandise.

• Apparel · 1980

  Shirts

  Shirts were among the core products associated with Cherma's original retail proposition. The brand presented them as affordable ready-to-wear garments within a broad assortment aimed at Hyderabad shoppers.

• Apparel · 1980

  Jeans

  Jeans formed another foundational part of the Cherma's store offer. They represented the brand's focus on accessible casual clothing rather than specialized or luxury fashion.

• Fashion accessories

  Footwear

  The footwear category was introduced under Kaizad Kayarmin Pestonji's leadership in the business. Reference material describes it as a successful expansion and states that it represented more than 10% of turnover at the time of reporting.

• Private-label apparel

  Kaijas

  Kaijas is one of the in-house labels associated with Cherma's private-label apparel development. The available reference identifies it as being manufactured through Singh Casuals Pvt. Ltd.

• Private-label apparel

  Shamrock

  Shamrock is an in-house apparel label developed within the Cherma's business. Specific product categories and positioning beyond its private-label role are not detailed in the available sources.

• Private-label apparel

  Jasika

  Jasika is among the private labels linked with Cherma's apparel activities. The reference material does not specify its exact customer segment or product range.

• Private-label apparel

  Sim One

  Sim One is an additional in-house label cited in connection with Cherma's own-brand development and manufacturing arrangements.

• “You name it! we have it”

  Hyderabad · India

  Cherma's used the phrase “you name it! we have it” in a popular advertisement. The message emphasized the breadth of the retailer's ready-to-wear assortment and its value-oriented convenience proposition.

  Outcome. The advertisement became associated with the brand, although the available source does not provide campaign dates, spending or measured commercial results.

  Source

• 1980

  Launch of a low-cost ready-to-wear retail formatStrategy

  Background

  The business evolved from textile production and surplus export-garment sales into a dedicated retail operation.

  Action taken

  Kayarmin Pestonji opened the first Cherma's store in Abids and focused the offer on affordable, ready-to-wear clothing such as shirts and jeans.

  Aftermath

  The outlet became the foundation of a multi-location Hyderabad retail business.

  Source

• Expansion into footwearStrategy

  Background

  Cherma's sought to broaden its apparel-led assortment and increase its relevance as a family fashion retailer.

  Action taken

  Kaizad Kayarmin Pestonji initiated a footwear category within the business.

  Aftermath

  The source describes footwear as successful and contributing more than 10% of turnover at the time of reporting.

  Share of turnover attributed to footwear. more than 10% (Unspecified period in the reference account)

  Source

• Development of in-house apparel labelsStrategy

  Background

  The retailer expanded beyond third-party and core Cherma's merchandise by developing additional own-brand offerings.

  Action taken

  The business developed labels including Kaijas, Shamrock, Jasika and Sim One, with manufacturing attributed to Singh Casuals Pvt. Ltd.

  Aftermath

  The move gave Cherma's a broader private-label portfolio, but the available material does not quantify its commercial impact.

  Source

1. 1Cherma'sen.wikipedia.org
2. 2Cherma's official websitechermasindia.com