Published
Feb 23, 2018
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Raymond launches Raymond Khadi

Published
Feb 23, 2018

The textile and apparel manufacturer Raymond Group will introduce the brand Raymond Khadi next month and will also expand its two brands Ethnix and Next Look.

Raymond Group will introduce the brand Raymond Khadi next month - Raymond- Facebook


After partnering with the Khadi and Village Industries Commission (KVIC), Raymond will be selling Khadi garments through a specially designed brand. “We have tied up with the KVIC board to sell khadi products through a newly introduced brand called Raymond Khadi – The Story Respun,” Bidyut Bhanjdeo, the new Brand Director for Raymond Khadi, Ethnix, and Next Look recently told India Retailing.

The Raymond Khadi brand will use a variety of processes and techniques to make the sustainable Khadi suitable for everyday wear. The line will include trousers, short kurtas, long kurtas, bandhgalas, and shirts among other garments and pricing will range from 3,000 to 14,000 rupees. When the brand launches, it will be available in Raymond exclusive business outlets (EBOs), multi-brand outlets (MBOs), and exclusive Raymond Khadi outlets. “First EBO of Raymond Khadi, which will be a boutique store spanning around 600-800 sq.ft, will open at Klaghoda, Mumbai. Apart from this we are also planning to open exclusive brand outlets at Delhi and Bengaluru,” said Bhanjdeo.

Raymond Khadi aims to make the Khadi textile marketable to younger customers and so will be making the fabric their own through design and production. “If we do not make this brand aspirational or design-wise acceptable to today’s young consumer, we will not see final through-puts of the product, So therefore, we buy from them [KVIC], we apply our own techniques and processes to these fabrics to make them wearable, shrink-free and to make them more attractive,” explained Bhanjdeo. With Khadi being GST exempt and a current favourite among brands looking to go sustainable, Raymond appears to have chosen a great time to unveil the new label.

Raymond Group will also greatly expand the retail presence of Ethnix and Next Look this financial year and Bhanjdeo has predicted that the two brands, along with Raymond Khadi will “contribute Rs 100-150 crore to Raymond’s revenue next year and going forward Ethnix and Next Look has the potential to reach Rs 500 crore each.” Ethnix and Next Look have presented high growth opportunities for Raymond in the past year and so the business is keep to keep this growth going.

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