In an interview with The Hans India, Raisin’s Co-Founder, Vikash Pacheriwal, discussed the company’s expansion across India and internationally through omnichannel retail, technology-driven personalization, and franchise growth, aiming for ₹6 crore monthly recurring revenue while redefining affordable, design-oriented ethnic wear. Raisin, established in 2018, aimed to merge India’s ethnic heritage with contemporary aesthetics. Within a few years, it grew from a limited collection to a presence across over 300 multi-brand outlets and its exclusive brand outlets. By emphasizing quality fabrics, modern designs, and accessible pricing, Raisin has evolved into a lifestyle choice for the modern Indian woman seeking comfort and authenticity.
The ethnic wear market is valued at ₹1.7 lakh crore, and according to Pacheriwal, Tier 2 and 3 cities are strong growth drivers due to their aspirational, digitally connected, and fashion-conscious women. With increasing disposable incomes, substantial growth is anticipated over the next five years, supported by exclusive outlets and enhanced digital reach. Raisin’s global ambitions are fueled by the worldwide appeal of Indian ethnic wear, particularly in markets like the Middle East, Bangladesh, and Nepal, catering to diaspora communities while maintaining its Indian roots. The brand is adopting a phased expansion strategy through partnerships, distributors, and online platforms.
To ensure a seamless omnichannel experience across its outlets and digital platforms, Raisin emphasizes consistency in visual merchandising and service standards, investing in digital personalization and influencer-driven storytelling. Automation and AI-driven analytics are employed for demand forecasting and optimizing inventory, aiding in sustainability through the use of low-impact fabrics and digital design processes. The company aims for ₹6 crore MRR in two years through a four-part growth strategy: expanding exclusive brand outlets via franchising, enhancing direct-to-consumer efforts, diversifying product lines, and increasing exports. The unique dynamic between the founder and co-founder—father-in-law and daughter-in-law—reflects the brand’s essence of blending tradition with modernity, combining industry expertise with a fresh perspective. Raisin addresses evolving consumer preferences by offering affordable, comfortable, and trend-driven fashion.
Customer loyalty is fostered through loyalty programs, digital storytelling, influencer collaborations, and after-sales service, with frequent collection updates encouraging repeat visits. Franchising is vital for scaling the business rapidly while empowering local entrepreneurs, with one exclusive brand outlet operational and more planned to enhance consumer engagement and brand visibility nationwide.