Times Private Treaties, the investment arm of BCCL innovative, realizing the potential growth of the society lifestyle, has created a significant portfolio in this segment. The list contains Archies Ltd, Provogue (India) Ltd., Lights Lucifer, Gitanjali Gems, Shree Ganesh Jewellery, Zicom Electronic Security Systems, Freedom Fashions, Nik Nish Retail Pantaloon Retail (India) Ltd and Vishal Retail Ltd Welspun Retail Ltd. With the rise of life, easy access to credit, consumer choice, entry of foreign players in the Indian market, new innovations by smaller brands, the increase in disposable income, great risks to international fashion, increasing foreign travel, and lifestyle brands in various industries / sectors such as consumer goods – retail and markets experiencing a wave of renovation and increased consumer interest, more than ever. This has an important reason for the attention of investors interested in these areas. Indian retail example, swarms of investment, both local and global market players. According to an ASSOCHAM report, investment of Rs 27, which are expected to make 550 cr in Indian retail. Another recent report by AT Kearney said that despite the slowdown, India still tops the list for retail markets and the number two investment opportunities for global retailers. Several international companies such as Metro, Marks & Spencer, Shoprite, Lifestyle, Walmart, Carrefour and Tesco are already in place or are likely to invest in India as wholesaler or franchisees or through joint ventures with retailers Indians. While the Indian retail market has been committed for U.S. $ 511 billion in 2008 and expected to grow at CAGR of 40%, it also presents unique challenges to market participants regarding the huge disorder, the presence of strong unorganized, so players just as durable industry consumer products and DIY market segment also continues to grow in his 2010 History. But the downside, with so many players and competition in these segments and the target heated, high consumer Garner Mind Map, the company built in the region face the challenge of cutting is characterized by great disorder identity and brand advertising, especially for smaller brands. An interesting model was adopted by some companies to meet this challenge is to build brand differentiation with the support of the Times private treaty and continue on the path of growth.