By: Himanshi Jain
Last updated : October 08, 2025 4:03 pm
Rahull Taneja, Head of Retail, Ethnix by Raymond, tells Retail4Growth how the brand is expanding its retail footprint across India, blending technology, culture, and experiential design and in the process, redefining modern ethnic retail.
Ethnix by Raymond, the ethnic wear arm of the iconic brand Raymond, is on a steady path of expansion, not just in numbers but in experience, aesthetics, and localised storytelling. As the brand strengthens its footprint across India, Retail4Growth sat down with Rahull Taneja, Head of Retail, to understand what’s next for Ethnix by Raymond, how it is expanding into new markets and using technology to redefine modern retail in India.
A journey of retail expansion
When Ethnix by Raymond began its retail journey in 2009 with its first exclusive brand outlet, few could have predicted the strong network it would build over the years. “Today we have 138 stores across the country,” says Rahull. “Post-COVID, we’ve grown from 60 to 138 doors, and we are present in all the major high streets and key malls of tier-one cities, from Delhi’s Karol Bagh and South Extension to Mumbai’s Oberoi Mall and R-City, and Bangalore’s Indira Nagar and Commercial Street.”
Ethnix by Raymond is growing thoughtfully. The brand is focusing on strengthening its presence in key markets rather than rushing into new territories. “We’re looking at opening flagship stores in select premium locations like Connaught Place in Delhi, Jubilee Hills in Hyderabad, and Lincoln Street in Kolkata,” shares Rahull.
Beyond the metros, Ethnix already enjoys a strong presence in Tier 2 and Tier 3 cities such as Indore, Bhopal, Surat, and Ahmedabad. “For now, the focus is on consolidating our existing network and making it more profitable,” adds Rahull.
Challenges in store rollouts
Getting the right location remains the toughest part of retail expansion. “The biggest challenge is finding the right site, one that offers the right size, frontage, and visibility,” shares Rahull.
He also points out how rentals have become a key concern post-pandemic. “Rentals form a significant chunk of operational costs. And for ethnic wear, you need a large, impressive facade that mirrors the brand’s grandeur. Getting that balance between cost and visibility is always a challenge.”
Technology is the new enabler
The post-COVID phase has seen technology take a front seat in Raymond’s retail playbook. “Technology is integral to enhancing customer experience,” says Rahull.
“Our stores are equipped with digital displays that showcase collections and style stories. We use cloud-based POS systems and AI-based tools to track footfalls and conversions. This data connects to our CRM, helping us personalise recommendations and design targeted campaigns.”
Digital lookbooks, he adds, have been live across stores for about a year now, enabling shoppers to visualise complete looks digitally before trying them on.
Storytelling through cluster displays
Ethnix also invests heavily in visual merchandising and seasonal storytelling. “We do cluster displays and festive installations, especially around Diwali or wedding season,” shares Rahull. “These installations bring our brand DNA alive, making the stores more inviting. And yes, it’s something we do across all 138 stores, with adaptations based on region and space.”
Bringing culture to the storefront
In each store of Ethnix by Raymond, every element of its design speaks the language of Indian heritage, interpreted through a modern lens.
“Our design captures elements like lotus motifs, rangoli patterns, and peacock art, woven into contemporary architecture,” says Rahull. “From the facade to the ceilings and chandeliers, every touchpoint echoes celebration and Indian artistry.”
“Ethnic wear is a purchase-driven category,” he further adds. “People take their time; they want to feel, understand, and connect with the fabric and design. So, the store has to facilitate that.”
As the conversation comes to a close, Rahull circles back to the brand’s ethos – craftsmanship. “Raymond stands for fine craftsmanship,” he reminds. “When we say we dress the complete man, it has to reflect that finesse at every step.” And that means integrating the ethos at the place where purchase decisions are made- the store.