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The case study on Max Fashion is a narrative on a retail brand's entry into the Indian market and its efforts to carve a position as a value fashion retailer. It can be used to understand the emergence and the growth of Max Fashion in India. The case study is mapped to courses on Retail Strategy and Retail Branding. While the case study builds the narrative around a combination of unique strategies used by Max Fashion to thrive in the Indian apparel retail market and emerge as one of the top three fashion retailers, it also debates on future challenges arising from millennial customer and their online shopping habits, threat from new fashion retailers, new formats and the growing commerce. While Max seems to have a well planned strategy, it remains to be seen whether it can sustain its value position.