Sanjay Behl plans strategies to grow Raymond’s business


Sanjay Behl plans strategies to grow Raymond’s business

by Sujata Sachdeva
20 Nov 2014

After taking over as the CEO of Lifestyle Business at Raymond, Sanjay Behl is chalking out strategies to build the business. From launching a new ad and marketing campaign for the brand to setting up new manufacturing bases in India and overseas, he has work cut out. With a stable government, Behl feels consumer sentiment has turned positive and he expects demand to increase leading to growth.

The textile major, with strong readymade brands under its fold, plans to invest in advertising to expand its reach. Raymond enjoys a strong product proposition across diverse segments of suiting, shirting and ready-to-wear apparels. The company is also expanding its product portfolio in the premium segment with the launch of Regio Italia.

As for worsted suiting, Raymond is the largest manufacturer in India and amongst the biggest in the world. Now sighting demand, the company plans to increase its manufacturing facility. The company eyes filling the gap in women’s formal corporate wear segment with its ‘Made-to-Measure’ and Park Avenue Woman range.

Retail expansion through franchisee route is also on the agenda. It has a presence in over 750 EBOs Raymond stores across 350 towns in India and will continue to open more apart from aggressively pursuing its made-to-measure proposition Raymond MTM in top 8-12 cities over the next 3 years. Park Avenue and Color Plus have over 150 EBOs and will double the store count over the next three years. Parx enjoys presence through eight brand stores and will focus on multi-brand and e-commerce expansion for it.