Raymond rolls out Khadi promotions, focuses on sustainability

By

Isabelle Crossley

Published
Apr 24, 2018

Raymond Limited has launched a new advertising campaign entitled 'The Story Re-Spun' for its khadi label, as the business focuses on aligning itself with India’s sustainable fashion movement.

After launching Raymond Khadi in February this year, the textile and suiting business Raymond has begun to increasingly focus on the sustainable khadi textile. The brand has launched a new wave of promotions for the label and the largest of these is an exclusive film that features as a television commercial.

The film presents khadi as a truly Indian fabric, tapping into the sentiment of the government’s 'Make in India' campaign from which Khadi production has benefited, having been made GST exempt. The film has both a Hindi and an English version and the English script reads: “the fabric of the nation, will now become, the fashion of the nation.”

Madhu S Dutta, the Head Marketing for Raymond is quoted in the brand’s press release as saying: “Through our new TVC [television commercial] it is in our endeavour to portray our products stylishly, from the lens of fashion and narrate Raymond Khadi in a compelling way; not only as a differentiated product offering, but also build in fashion sensibilities through thought and visual representation.”

There is already a Raymond Khadi store in Mumbai and the aim is for the brand to spread throughout Tier 1 cities. Store openings will accompany the new wave of promotions as Raymond is marketing itself as a sustainable and nationalistic menswear brand.