By: Himanshi Jain
Last updated : January 12, 2026 3:48 pm
Retail4Growth connected with Arunabh Sinha, Founder of UClean, to understand how a traditionally unorganised service is being transformed and scaled through a well thought-out retail strategy and how the company has lined up its 1,000-store expansion plans across India and global markets.
Laundry may be one of the oldest services known to mankind, but organised laundry retail in India is a fairly recent phenomenon. When UClean opened its first store in Delhi in early 2017, there was no reference framework for them – no organised chains and no defined retail category.
“We weren’t entering a category. We were creating one,” says Arunabh Sinha, Founder of UClean.
From that first outlet to over 825 stores today, UClean’s growth has been shaped by a sharp understanding of retail fundamentals – location, store size, format standardisation, and hyperlocal adaptation.
In an insightful and interesting conversation with Retail4Growth, Arunabh Sinha, Founder of UClean, reveals how an age-old, largely unorganised service is being scaled through modern retail thinking.
Starting small to experiment and learn
UClean’s initial retail footprint was deliberately limited. By the end of 2017, the brand had only three company-owned stores across Delhi-NCR. The focus during this phase wasn’t scale, but to learn.
“These first stores were our laboratories,” explains Arunabh. “We learned what machine mix works, how much space is enough, what customers actually care about and where we were going wrong.”
This hands-on retail experience helped UClean standardise operating processes, layout planning, and technology integration. Later in 2018, UClean formally opened its doors to franchising. The rationale was rooted in retail efficiency.
Laundry stores are machine-led, SOP-driven, and relatively low on human variability—making them easier to replicate across locations. “Any business where machines do most of the work is ideal for franchising,” Arunabh notes.
However, earlier adoption of the franchise model was slow, as laundry was seen as a socially unattractive profession. It took strategic brand positioning and the involvement of celebrity brand ambassadors to change perceptions and unlock retail interest. Once the narrative shifted, store openings followed.
COVID and the reset of retail growth
Before the pandemic, UClean had around 40 operational stores. COVID disrupted the network, forcing several outlets to shut, but the post-COVID phase marked a decisive shift in retail momentum.
“COVID made hygiene non-negotiable. Laundry suddenly became a priority service, not a convenience,” Arunabh says.
From 2022 onwards, UClean entered a rapid expansion phase. Today, nearly 95% of its total store count has been added post-COVID, driven by renewed consumer trust and strong franchise demand.
A decentralised approach to retail strategy
Instead of focusing heavily on metros, UClean’s store rollout strategy is deeply decentralised. In metros and Tier-1 cities, store density is carefully capped. For example, Gurgaon operates around 14 stores, Jaipur has reached saturation at 13, and Guwahati has 15 outlets.
“Beyond a point, opening more stores in the same city stops making retail sense,” Arunabh explains. Growth, therefore, comes from Tier-2, Tier-3 towns and increasingly, from regions most brands overlook. UClean stores operate in towns like Kargil, Sopore, Nirjuli, and Ziro, locations where organised retail is often minimal or absent.
“In some of these places, we are the only branded store, across categories, not just laundry,” he says.
Store formats: Function over flash, until it’s needed
Retail design at UClean is market-specific. In India, especially in non-metro towns, stores prioritise functionality. Average store sizes range from 150 to 250 sq. ft., just enough to house machines, workflow zones, and basic signage.
“In places like Ladakh or the Northeast, availability of space matters more than aesthetics,” Arunabh says.
In the Middle East, UClean positions itself in the “missing middle”, between small, unorganised laundries and premium legacy players. This reflects in store design – larger format stores (400 sq. ft. and above), clean and inviting facades and premium interiors to match customer expectations.
International store rollout
UClean’s international retail expansion has largely been organic. The brand now operates stores in Africa, the Middle East, and South Asia, with markets like Sri Lanka and the UAE showing early traction.
Sri Lanka, entered in September 2025, already has four stores. In the UAE, the first store launched in September 2025, with three more scheduled shortly after. Currently, over 90% of UClean’s stores are in India, but international markets are expected to contribute meaningfully to new store additions by 2026.
The road to 1,000 stores
UClean plans to open around 200 stores annually, targeting the 1,000-store milestone in 2026. While India will continue to anchor the network, Africa and the GCC region are key focus areas for future retail growth.
“If we don’t reach 1,000 stores next year,” Arunabh says, “then we have underperformed.”