Alexa - the new member at Raghavendra Rathore Jodhpur stores

In what looks like an interesting example of digital integration in the brick-and-mortar retail space, the brand Raghavendra Rathore Jodhpur has incorporated what it calls a “dynamic and enhanced user experience” by incorporating Amazon’s Alexa in all its five retail stores throughout the country. The system is customised, just like the brand’s offerings, to cater to every customer’s needs and queries when they visit one of the stores. From answering questions regarding the brand, its history, and its offerings to assisting the customer in their shopping experience, this new addition marks one of Raghavendra Rathore Jodhpur’s many technological firsts.

“Being the first menswear brand in India to launch NFTs last year to work towards the betterment of artisan communities, RRJ has always believed in relying on technology to revive the best that fashion has to offer,” says the company statement.