Raisin Global is a fusion fashion brand, offering stylish, comfortable, and inclusive womenswear. It was established in 2018, born from the 35+ year legacy of Parvati Fabrics. It blends traditional Indian craftsmanship with modern design to empower women through fashion.
Raisin Global is led by a father-in-law and daughter-in-law duo—a rare partnership in the fashion industry that blends generational wisdom with modern insight.
Medianews4u.com caught up with Vikash Pacheriwal and Isha Pacheriwal, Co-Founders Raisin Global
Q. How is Raisin filling the style gap for Indian women?
Women in India are busy these days and require clothing that looks good and feels good. Raisin is filling that gap by making ethnic and fusion collections that merge traditional styles with comfort for daily wear. We employ materials that feel well on the skin, styles that look good on a lot of different body shapes, and patterns that can easily shift from casual mornings to party nights.
Raisin is unusual because it can keep true to its roots while still adapting to new tastes. We make sure that ladies don’t have to pick between being stylish and being comfortable.
Q. The five-year vision to build India’s first conscious ethnic wear Powerhouse. What does this entail and what is going to be the big challenge?
Our vision is to build a brand that stands for awareness, responsibility, and emotional connection, with what we make and how it is worn. It means creating clothing that is thoughtfully designed, ethically sourced, and accessible to all. We focus on breathable, long-lasting fabrics, fair sourcing, and designs tailored to the needs of Asian women.
The biggest challenge will be staying true to this conscious approach while growing in scale. We follow a low-inventory, fast-reactive model and partner only with those who align with our ethical standards. As we expand, maintaining this integrity, while meeting evolving consumer expectations, will be both our biggest test and our greatest commitment.
Q. From a marketing perspective what are the focus areas and priorities?
Our marketing goals at Raisin are based on one basic fact, India is a “touch and feel” market, particularly for ethnic clothing. That’s why our major concentration is still on offline retail via multi-brand stores, which bring in around 90% of our sales. We have significant roots in Tier 3 cities, where shopping is more than simply a transaction; it’s an experience that women love.
Our direct-to-consumer website and digital marketplace presence are continuously rising, even if offline sales are still the most important.
The objective is to create a seamless omni-channel experience that connects accessibility and desire. We know what women want: comfort, confidence, and connection. Every marketing move we make is based on this knowledge.
Q. Could you talk about the campaigns and innovation that one expects in 2025 from Raisin?
Raisin wants to engage more with contemporary Indian women in 2025 with advertising that is bold, relevant, and based on real-life expression. Our Sanskari & Chill campaign is one of our best ideas.
It fights old preconceptions by recognising the balance women make between tradition and being themselves. It has a new, unabashed voice that really speaks to our audience.
New ideas are still what drives our design cooperation. We worked with actress Nitanshi Goel to create the Nitanshi x Raisin capsule collection, which came out earlier this year. It added a young and modern touch to ethnic clothing, and now we’re getting ready to add a festive range that shows how to celebrate in a modern way.
Q. Is the TG women 18-50 NCCS A,B and what will the media mix be between traditional media and digital?
Our primary audience is women between the ages of 18 to 50 in the NCCS A and B segments. These are women who value both cultural connection and contemporary style.
While digital platforms are essential to engage urban and younger consumers, traditional media continues to play a key role in building credibility and reach, especially in Tier Two and Tier Three cities where Raisin has a strong offline presence.
Our media mix is thoughtfully balanced, digital for targeted storytelling and engagement, and traditional for wider brand reinforcement and visibility.
Q. How important is influencer marketing and word of mouth in this category?
Influencer marketing is quite useful in the ethnic wear sector. It works as a reliable extension of the brand, giving customers a sense of trust and connection. Seeing actual individuals, whether stylists, artists or regular ladies, wearing Raisin makes it more genuine and helps people understand how our designs work in the real world.
Word of mouth is still one of the most potent strategies in this area. A real recommendation from a friend or colleague is frequently more important than any marketing.
In a market where personal experience is important, both influencer marketing and organic interactions are important for building trust and getting people to think about a product.
Q. What role do days like Women’s Day play for Raisin? And how important is the festive season going to be from a marketing and new products launch perspective?
Women’s Day is a time to honour the energy, strength, and uniqueness of every woman. It lets us go beyond fashion and have real discussions that really show who our consumers are.
We plan our advertisements for these times to inspire and boost women up, reminding them that comfort, confidence, and style can and should go together. With a growing community of over 50 lakh happy women, these moments let us connect on a deeper and more meaningful level.
The holiday season is just as important; it’s when fashion shows out happiness, tradition, and celebration. Our festive collections are a big deal because they make every woman look great, whether she’s throwing a party at home or going out with friends and family.
Each drop is carefully chosen to represent the spirit of the season, with colourful designs and elegant shapes. This is complemented by compelling stories and tailored marketing that resonates with the heart of Indian celebrations.
Q. Hyper personalisation is an important focus area across categories. What are Raisin’s plans in this regard?
We believe that hyper-personalization is a way to make every woman feel like she is really seen. Our goal is to provide every woman a more individualised and attentive shopping experience, whether they are buying online or in person.
We accomplish this by looking at your interests and past purchases and suggesting styles that suit you well and are relevant to your location.
Q. The culture at Raisin is one of creativity, agility, and accountability. How does that help the company stay ahead in a competitive market?
Our culture allows us to move with purpose and adapt quickly to changing trends while staying rooted in thoughtful design. Creativity fuels our collections, agility helps us respond to what our customers want in real time, and accountability keeps us consistent.
More importantly, we focus on building an emotional connection with our audience, because when you design with empathy, people don’t just wear your brand, they believe in it.
Q. With over 500+ SKUs, what role does AI play in helping Raisin ensure quality and trend alignment across its product range?
AI helps us keep track of the scale in a precise way. We need to pay attention to how our audience is reacting in real time since we have a lot of different products.
AI uses sales data, customer feedback, and market trends to figure out which models, colours, fabrics, and fits are selling the best. This helps us make sure that our future collections are what consumers want, that we don’t manufacture too much of anything, and that we stay on top of trends.
AI helps with quality control by pointing up discrepancies in size or return rates for certain products. This helps our staff address issues faster, which makes consumers happy and maintains our goods the same. In sum, AI keeps us creative and makes us smarter, more efficient, and more responsive.
Q. What role is data analytics playing in strengthening Raisin’s focus on underserved demographics with quality fusion wear?
Data analytics lets us go beyond what we think we know and really understand what women in neglected areas need. We find gaps in design, size, and price by looking at purchase habits, regional preferences, and comments from several platforms.
This information helps us make fusion clothing that is not only on-trend but also easy to get and useful for women in Tier Two and Tier Three cities. It lets us serve with purpose by making clothes that match both our lifestyle and our identity.
Q. With a presence in 22+ states, what are Raisin’s future plans for expansion, both in India and globally?
Raisin is the fastest-growing fashion brand in India, driven by a strong omnichannel presence. With over 50 lakh happy customers, we currently operate in more than 300 multi-brand outlets and five exclusive brand outlets across the country. We are also active online through leading marketplaces such as Myntra, Nykaa Fashion, Ajio, Flipkart, Amazon, and our own platform raisinglobal.com, offering a diverse catalogue of over 500 SKUs.
We serve 22+ states including underserved regions like Uttar Pradesh, Punjab, Jharkhand, Bihar, and Odisha. In the next phase, we plan to expand deeper into South India and Tier Three and Tier Four cities.
Based on our learnings from our flagship store in Surat, we aim to scale to over 25 exclusive outlets and more than 300 additional multi-brand outlets. Globally, we are actively exploring retail opportunities and partnerships to introduce Raisin’s modern Indian fusion wear to a wider international audience.
