Track record

Twenty years of stores that opened on time and on brand

Milestones from Soumyaa's leadership roles at brand owners and national retailers. This is the experience Aurevia Strategy brings to clients.

21: years in retail rollout and brand experience
1,500+: stores and shop-in-shops rolled out
12: countries and regions
85: people led at peak

Fashion and lifestyle2026 to present

Palm Angels · Dickies · TM Lewin

Vice President, Retail Space Planning and Rollout, Zyvorabrands Private Limited

Three international brands entering Indian retail

Leading the India rollout of Palm Angels (Italy), Dickies (US) and TM Lewin (UK) across apparel, footwear and accessories. Covers brand identity alignment, design review, franchisee and mall consultation, site audits and on-site execution.

70: outlets planned across three brands
3: international brands

Active lifestyle and fitness2017 to 2021

SEVEN by MS Dhoni

Vice President, Retail Design, Rollout and VM, RS Seven Lifestyle Pvt Ltd

First showroom open in 30 days

Created and launched the first MS Dhoni showroom in Ranchi in 30 days. MS Dhoni inaugurated it. The Chennai, Ranchi and Bangalore stores drew international media coverage for their fixture design. Held P&L accountability, ran catchment analysis and property negotiations, and opened 15 outlets across Ranchi, Ajmer, Surat and Delhi for the SEVEN, SPORTSFIT and FIT-7 brands.

30: days from concept to first store
15: outlets opened

Bathroom fittings and home2011 to 2016

Jaquar

DGM, Space Design, VM and Projects, Jaquar & Company Pvt Ltd

949 showrooms and 150 shop-in-shops in two years

Rolled out Jaquar's retail network across India, the UK, Africa, China, Mauritius, Singapore, Malaysia and the Gulf. Managed design, interiors and civil work, with cost-saving measures throughout. Gave the brand a new global store identity, negotiated partner alliances, and handled property permissions with consultants and property departments.

949: retail showrooms
150: shop-in-shops
12: countries and regions

Telecom retail2009 to 2011

Uninor

Senior Manager, Marketing and Rollout, Uninor Pvt Ltd (Telenor Group, Norway)

404 stores, 200 of them in three months

Launched 37 company-owned and 367 franchise stores plus 200 rural Express formats. The 200-in-three-months run earned a Limca Book of Records nomination. Delivered the first prototype store in 40 days, built an online portal for deploying and reporting in-store elements (a first in the industry), piloted a paperless digital store, and set up a monthly audit for retail consistency.

367: franchise (FOFO) stores
37: company-owned (COCO) stores
200: express stores in 3 months

Mother and child retail2021 to 2022

Mothercare

Head, Visual Merchandising and Retail Experience, Mothercare International Pvt Ltd (Reliance Group)

VM and space planning for 74 stores

Set and implemented the VM strategy across 74 Mothercare stores: windows, signage and interior displays tied to planograms and seasonal campaigns, within display budgets, informed by consumer and trend research.

74: stores

Department store retail2007 to 2009

Lifestyle · Home Centre · Max

Head, VM, Retail Experience and Rollout, Lifestyle International Pvt Ltd (Landmark Group)

VM for a $500M, 73-store business

Headed visual merchandising for Lifestyle, Home Centre and Max across footwear, apparel, home and toys. Trained sales staff as visual display assistants to build VM capability at store level, and wrote the national Visual Display Assistant manual, which won an internal award.

73: stores
$500M: business turnover

Other roles

2022 to 2025
Royalux FZCO · Shoetree · Redtape · ILC Lighting · RS Seven
Head, Project Execution, Design and Deployment (Dubai, Gurgaon, Delhi)
Rollout strategy and execution for several fashion and lifestyle brands. COCO and FOFO development, national VM calendar, and hiring of store design, project management and VM teams.
2005 to 2007
Future Group, Pantaloon and Big Bazaar
Zonal Head North, VM, Rollout and Brand Communication
Launched Big Bazaar and Pantaloon stores across Lucknow, Delhi NCR and Kanpur. The Haldi Gulal theme at Pantaloon Noida was covered by VM&RD magazine.
2004
Cottage Industry Exposition (C.I.E.)
Assistant Manager, Visual Merchandising
VM plans, fixture design and planograms for an international chain serving overseas visitors and NRIs.

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