9ITE Industries started as making a value for money products for India's burgeoning middle class. Economy was our motto. And we lived by that core philosophy during the roller-coaster ride of one and a half decades. We saw boom and we saw bust. Exhilaration and depression. But we remained ever so steadfast when it came to our pricing strategy and we were incredibly fast in changing styles and matching mercurial fashion aspirations. Today's Indian has emerged a winner with his Indian-ness intact while his tastes and refinements have gone global.