ETHNIX BY RAYMOND TARGETS TIER II & III INDIA FOR NEXT GROWTH PHASE

Ethnix by Raymond has over 140 stores in 70 towns across India.

- BY PALLAVI CHOUDHARY

Ethnix, a division of Raymond, has rapidly emerged as one of the fastest-growing ethnic menswear brands in India, with over 140 stores across 70 towns.

Vipul Mathur, Chief Business Officer for New Businesses at Raymond, gave insights on how the brand is balancing traditional values with modern retail and franchise strategies to capture the evolving Indian consumer.

Understanding the Consumer Shift

Ethnix primarily caters to the ethnic menswear segment, garments worn for special occasions such as weddings, pujas, and festivals. The Indian consumer today is well-informed and influenced by social media, celebrities, and influencers, especially the younger crowd. This group carefully researches and curates their looks, moving beyond basic ethnic wear to more fashionable, customized options.

The brand's approach includes serving both the older generation, which has historically remained loyal to Raymond, and the younger generation entering the ethnic wear market. “Today, consumers are preferring ethnic wear for the office, and through Instagram and influencers, we are educating them on how to pair it. For any occasion, we have trending bundis to pair with a kurta, and our CBD guides them in a better way,” explained Mathur, highlighting the brand's uniqueness in ethnic.

Franchise Model and Store Formats