On who Study byJanak is targeting, Mehra says high-end executives to business people in the age group of 25-40 years. And what is so special about these stores to attract a special clientele? Mehra replies that here, the involvement begins at the fabric level itself. They source the fabric, mostly from Italy and Japan; work on designs; coordinate the factory work at Udyog Nagar; and sell the products at the franchise stores (one each in Karol Bagh and Greater Kailash, Delhi; another in Chandigarh).

Plus, he says that there are hardly any brand stores around. What you usually find is a collection of several brands in a departmental store. The Janak stores are unique because they only sell their own brand, he adds.The focus, says Mehra, of Study by Janak is formal-wear, which could mean typical Western evening party wear, or even ethnic wear. Also popular are regular office wear such as wrinkle-free trousers, shirts and suits. Not to forget the `Swayamvar' series-clothes for the entire wedding ceremony, starting from theMehndi to the reception. But what actually sets Study by Janak apart is that every 20 days, it changes its collection.

If you're not the type to go for readymades or your size is a little unusual, you can always buy the material from the store and get it tailored there itself. The first time you give your order, your measurements along with your preferred design are stored in a computer. Thereafter, you don't have to specify your needs, unless you want to experiment with a new style.New styles, however, come from a lot of hard work and experimentation. Mehra says that in order to keep up with the changing fashion trends in the world, he travels a lot, attends all the big international fashion fairs, interacts with the fashion industry, imports the best fabric from Europe and Japan. In other words, Mehras are always at work to know what is up and coming on the men's fashion scene.

But is it worth the effort for Indian men? Of course, says Mehra. He adds that Indian men are more adventurous than those inother parts of the world. In India, he says, the fashion scene has changed dramatically over the past two years, and men, too, are learning to change their tastes.

Mehra talks about diversification plans, which means that soon we'll have more Study by Janak stores in Delhi and outside. But they'll all be in north India only, mainly because of the climatic advantage in this region. Delhi, for instance, has all four seasons, thereby offering ample opportunities for designers to experiment in different styles.

Although not formally into surveys, Study by Janak goes by the public opinion on its products. It has client mailers and feedback forms, with the help of which products can be improved. Take, for instance, this case. A few months ago, the store introduced `Ruggs' trousers in the casual section. South Indian fabric was used for it. But it was not accepted well because of fabric flaws, and the range was dropped.

Though customer feedback is important on its agenda, Study by Janak also does a lot ofthings by pure gut feel. Like Mehra feels that ``travel gear'' is something that is missing altogether from the Indian fashion scene. For all you know, Mehra may already be planning to cash in on that, too.