FMCG expertise spearheads menswear premiumization at Raymond Lifestyle

Raymond Lifestyle (RLL) has appointed Sarita Crasto as Lead – Brand Marketing to oversee its core menswear portfolios, Park Avenue and Colour Plus. Moving from Unilever, where she spent four years managing global brand portfolios, Crasto brings over a decade of integrated marketing communications and brand management expertise. Her focus centers on modernizing both labels through targeted repositioning, premiumization, and digital-first campaigns aimed at expanding market share among younger, style-conscious urban consumers across formal and smart-casual segments.

Navigating market shifts through high-decibel engagement

The strategic appointment coincides with broader management reinforcement across RLL as the group recalibrates its domestic fashion play. While macro headwinds and shifting export tariffs challenge garmenting divisions, domestic premium menswear retains strong growth fundamentals.

Accelerating growth across our established power brands requires bridging heritage craftsmanship with modern consumer aspirations, states a senior retail strategy executive at Raymond Lifestyle. FMCG-led marketing rigor will strengthen retail touchpoints and deepen brand equity in Tier-I and Tier-II markets, he adds.

RLL's focus on premium retail expansion aligns with India’s domestic apparel sector projections, which are expected to reach Rs 12 lakh crore by 2029.

Focusing on premiumization and sustainable fabric technology

Raymond Lifestyle is India’s leading textile, apparel, and fashion retail corporation, holding iconic menswear brands including Raymond Fine Fabrics, Park Avenue, Colour Plus, Parx, and Ethnix. With over 1,500 exclusive retail outlets, RLL continues expanding across domestic and international markets through targeted premiumization, sustainable fabric technology, and strong B2B retail partnerships.