Raymond – Weaving Magic on Indian Fabric

  • S Krishna Soujanya Aditya Global Business School, Andhra Pradesh
  • K Pavankumar Aditya Global Business School, Andhra Pradesh


This case encompasses all the Marketing Strategies of the Indian Suiting fabric specialist Raymond, the creator of the label “The Complete Man”. The case provides detailed account of company’s portfolio and brand building strategies which attributed to its unprecedented legacy. The case reviews the journey of Raymond and touches upon the core issues of branding. The case also sheds light on the induction of Key Employees and what role they played in steering the company forwards. The case not only dwells on the success but also on failed attempts of Raymond at different points in their journey .The case also acts as a thought provoker of various concepts like Cannibalisation.

Author Biographies

S Krishna Soujanya, Aditya Global Business School, Andhra Pradesh

Aditya Global Business School, Andhra Pradesh, India

K Pavankumar, Aditya Global Business School, Andhra Pradesh

Aditya Global Business School, Andhra Pradesh, India


Ministry of Textiles, Indian Textile Journal, Department of Industrial Policy and Promotion, Press Information Bureau
Garg, S. (2011, May 04). Raymond targets small town India. Retrieved August 20, 2017, from http://www.business-standard.com/article/management/raymond-targets-small-town-india-111050400024_1.html
Raymond advertisement: The Complete Ad [Advertisement]. (2015, November 24). The Financial Express.
Raymond: The Complete 'New-Age' Man [Advertisement]. (2014, October 20). Afaqs! - New Delhi.
Zakaria, N. (2015, June 7). Raymond is changing with high-tech stores, exclusive fabrics and lots more. The Indian Express. Retrieved from http://indianexpress.com/article/lifestyle/fashion/raymond-is-changing-with-high-tech-stores-exclusive-fabrics-and-lots-more/
Kumar, R., V. (2016, August 15). Raymond on expansion, consolidation mode. The Hindu Business Line. Retrieved from http://www.thehindubusinessline.com/companies/raymond-on-expansion-consolidation-mode/article8991314.ece
Connecting with Customers. (2012, November 16). The Hindu.
Dasgupta, P. M. (2014, January 28). Raymond names Strawberry Frog Creative Agency, Gives Media account to Madison. The Economic Times.
Kansara, P. (2016, January 24). Raymond to keep ad/promotion expenditure at 4-5% of sales. The Hindu Business Line. Retrieved from http://www.thehindubusinessline.com/companies/raymond-to-keep-adpromotion-expenditure-at-45-of-sales/article8148116.ece
Krishnamurthy, G. (2012, April 04). Getting the Measure of its Customers. The Hindu Business Line. Retrieved from http:// www.thehindubusinessline.com/catalyst/getting-the-measure-of-its-customers/article3280948.ece
Raymond Ltd. Retrieved August 20, 2017, from http://www.business-standard.com/company/raymond-474/information/company-history
Raymond Organises ‘Propel’ for A/W Bookings. (2014, August 20). Fashion United.
Raymond Sets Foot in Suburban Market. (2013, January 20). Business Standard. Retrieved from http://www.business-standard.com/ article/companies/raymond-sets-foot-in-suburban-market-112032000096_1.html
Raymond betting on Makers to drive non metro sales. (2012, June 15). The Bengal Post.
Raymond eyes 2000 outlets for Makers brand in Gujarat. (2013, January 24). Business Standard. Retrieved from http://www.business-standard.com/article/companies/raymond-eyes-2-000-outlets-for-makers-brand-in-gujarat-112062900063_1.html
Narayanan, Y., R. (2012, November 11). Growing demand for grooming products. The Hindu Business Line. Retrieved from http:// www.thehindubusinessline.com/companies/growing-demand-for-grooming-products/article4087867.ece
Bhushan, R. (2012, November 16). Raymond to Launch Beer Shampoo. The Times of India. Retrieved from https:// timesofindia.indiatimes.com/ business/india-business/Raymond-to-launch-beer-shampoo/ articleshow/ 17237950.cms
A Stylish Evening for Ladies. (2012, April 28). The Times of India. Retrieved from http://www.raymondindia.com/news.asp?id=522 Power Dressing, Business India, May 19,2012
Today’s Special Funky Tee Shirts. (2012, May 12). Hindustan Times Café.
Law, A., &Pramanik, A. (2012, June 15). Have your Raymond stitched on the go. The Hindu Business Line. Retrieved from http:// www.thehindubusinessline.com/companies/have-your-raymond-suit-stitched-on-the-go/article3528635.ece
Tailoring on the Go. (2013, January 04). Pitch Magazine. Retrieved from http://www.pitchonnet.com/blog/2013/01/04/5-raymond-tailor-on-the-go/
Kulkarni, M. (2015, May 27). Raymond rebrands home textile products under 'Raymond Home'. The Hindu Business Line. Retrieved from http://www.business-standard.com/article/companies/raymond-rebrands-home-textile-products-under-raymond-home-115052601019_1.html
Kamath, R. (2015, June 24). Raymond: New Clothes on an Old Emperor. Business Standard. Retrieved from http://www.business-standard.com/article/management/raymond-new-clothes-on-an-old-emperor-115062401251_1.htmlBusiness Today, Mar 13, 2016
Chatterjee, P. (2016, June 29). Raymond to enter FMCG segment. The Hindu Business Line. Retrieved from http:// www.thehindubusinessline.com/ todays-paper/tp-news/ raymond-to-enter-fmcg-segment/article8785139.ece