Rayomond The Brand and its Branding Strategy

Status: Raymond produces more than 35 million metres of fabric and holds over 60% of the market share in the suit fabric market in India

Brand story: In the early years, the brand started out with a chess king logo. In the late 1960s and early 1970s, Raymond decided to include the common man with an instructive campaign. The brand offered a “guide to the well-dressed man” that would educate the consumer.

The brand’s persona was taken forward by Vijaypat Singhania, chairman emeritus of the Ray mond Group. In the 1990s, it launched The Complete Man campaign. And, more recently, Raymond has taken this concept further with a new initiative which also focused on the product—Feels like heaven, feels like Raymond.

“Raymond’s success lies in the fact that its pursuit of innovation is part of an ongoing strategy, not a knee-jerk reaction imposed by market conditions,” says Gautam Hari Singhania, chairman and managing director, Raymond Ltd.

“Till date, any special occasion—first job interview, a wedding in the family or even the first board meeting—Raymond is the preferred brand,” he adds.

“A brand can never be created through ads or campaigns alone…it takes a lot more than that to win the consumers’ faith and confidence,” says Nabankur Gupta, founder CEO, Nobby Brand Architects and Strategic Marketing Consultants.

Raymond has, year after year, delivered on a brand promise, Gupta adds—with trust and performance creating a strong emotional bond with consumers.

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