Deehub Lifestyle anchors Bihar expansion with Phulwari Sharif debut
https://www.dfupublications.com/index.php/component/search/?searchword=lifestyle&ordering=newest&searchphrase=all21 February 2026, Mumbai
Deehub Lifestyle has officially operationalized its latest retail landmark in Phulwari Sharif, Patna, signaling a strategic intensification of its footprint in the Eastern Indian market. This grand opening on February 20, 2026, aligns with a broader industry trend where the Indian value retail segment is projected to jump by $59 billion by the end of this year. By targeting the Phulwari Sharif sub-market - a high-density residential and commercial zone - Deehub is positioning itself to capture the rising discretionary spend of Bihar’s middle-class families. The state’s economy is currently maintaining a robust 15% GSDP growth rate, with organized retail emerging as a primary beneficiary of increased urban formalization.
Leveraging a vertically integrated ‘Bharat’ strategy
The Phulwari Sharif outlet serves as a case study in the brand’s ‘Manufacturing-to-Market’ model. Founded by Shiv Mundhra, the company leverages its lineage from Karnika Industries, a manufacturing powerhouse with a 200,000-sq-ft facility capable of producing 8.5 lakh units monthly. This vertical integration allows Deehub to bypass middleman margins, offering a price-to-quality ratio that challenges national incumbents like V-Mart. Our journey is about bringing structured value to every family, noted Mundhra during the launch. The store features a diverse 1,000+ SKU inventory ranging from menswear to home decor, specifically curated for the ‘jugaadu’ budget and aesthetic sensibilities of the Tier-II consumer.
Scaling towards the 50-store milestone
While regional competition from players like M-Bazaar remains high, Deehub is mitigating operational risks through a cluster-based logistics approach, optimizing distribution from its Kolkata headquarters to North Indian hubs. The company, which reported an initial paid-up capital of Rs 3.5 crore in 2025, is now eyeing a 50-store network across Bihar and West Bengal by 2028. As Patna continues to be ranked as one of the top cities in India to start a business, Deehub’s entry into Phulwari Sharif cements its status as a rising regional champion in the national shift toward organized, value-driven lifestyle retail.
Incorporated in 2024 as the retail arm of the Mundhra family's three-decade apparel legacy, Deehub Lifestyle offers fashion, home essentials, and lifestyle products. Targeting Bharat's semi-urban clusters, the brand leverages its parent group’s Rs 200-crore wholesale success and manufacturing expertise to fuel its ambitious multi-state retail rollout.
Get in Touch! 
