Ethnix by Raymond Unveils Flagship Store with Amit Sadh, Celebrating Heritage in Style
A vibrant launch blends tradition and modernity, as Raymond’s ethnic wear arm returns to its roots with a festive showcase of fashion, culture, and celebrity charm
Ethnix by Raymond, the ethnic wear division of the iconic Raymond Group, marked a significant milestone with the unveiling of its flagship store—an event that celebrated more than just fashion. It was a homecoming of heritage, a tribute to craftsmanship, and a bold statement of cultural pride. Actor Amit Sadh, known for his nuanced performances in Kai Po Che and Breathe, graced the launch, adding cinematic flair to an evening filled with energy, elegance, and emotion.
The store launch was a spectacle of color and rhythm. A flash mob erupted in coordinated choreography, followed by the thunderous beats of live dhol players that echoed through the mall, setting the tone for a celebration rooted in Indian tradition. Models dressed in Ethnix ensembles walked the floor, showcasing the brand’s latest collections—each piece a fusion of timeless design and contemporary styling.
Amit Sadh, dressed in a soft pink embroidered Indo-Western outfit from Ethnix’s Cocktail Collection, embodied the brand’s ethos: refined, rooted, and relevant. His presence was more than ceremonial—it was symbolic of the modern Indian man who embraces tradition while expressing individuality. Speaking at the event, Sadh shared, “Ethnix by Raymond strikes the perfect harmony between timeless heritage and contemporary style. I feel honored to be associated with a brand that not only preserves India’s traditions but also reinvents them for today’s world”.
The store itself is a reflection of Raymond’s century-old legacy in menswear, now reimagined for festive and ceremonial occasions. Ethnix offers a comprehensive wardrobe for every cultural celebration—from weddings and poojas to intimate family gatherings. The collection includes majestic sherwanis, classic bandhgalas, versatile kurtas, celebratory bundis, Indo-Western fusions, and curated accessories designed to dress not just the groom, but his entire entourage.
Vipul Mathur, Chief Business Officer of Raymond Group, emphasized the brand’s vision: “Ethnix by Raymond represents more than clothing; it is a cultural statement. With this flagship, we invite men everywhere to wear their heritage with pride. Our goal is to make ethnic wear not only accessible but also aspirational, keeping it deeply rooted in tradition while speaking to the modern generation”.
The launch event was designed to be immersive and inclusive. Guests were treated to a live guitarist performance, exclusive media interactions, and curated photo opportunities that captured the festive spirit of the evening. The store’s interiors reflect the brand’s design philosophy—elegant, welcoming, and rich in detail. Every corner is curated to inspire, with thematic zones that guide shoppers through occasion-based styling and seasonal trends.
Ethnix by Raymond currently operates over 140 exclusive outlets across 70 cities, and this flagship store reinforces the brand’s commitment to expanding its footprint while staying true to its roots. The Thane launch is particularly significant, as it brings Raymond’s journey full circle to the city where its legacy began more than a century ago.
As India’s fashion landscape continues to evolve, Ethnix by Raymond stands out as a brand that honors tradition while embracing change. It speaks to a generation that values authenticity, craftsmanship, and cultural connection. The store launch was not just a retail event—it was a celebration of identity, artistry, and the enduring elegance of Indian ethnic wear.
