For over three decades, Blackberrys has been redefining men’s fashion in India, enabling modern men to dress sharp, stylish, and confident. With a legacy of innovation, craftsmanship, and future-forward designs, the brand has continually evolved to meet the aspirations of its consumers.
In an exclusive interaction with MediaNews4U, Rajesh Sethuraman, Vice President – Brand Experience, Blackberrys, discusses the brand’s journey, product innovations, marketing strategies, and future expansion plans. As Blackberrys continues to strengthen its presence across India, this conversation offers insights into how the brand stays ahead in the dynamic world of men’s fashion.
Blackberrys has been in men’s fashion market since 1991. How has the brand’s positioning evolved over the years to cater to changing consumer preferences?
Since its inception in 1991, Blackberrys has been at the forefront of redefining men’s fashion in India. Over the years, our brand positioning has evolved in response to shifting consumer aspirations, lifestyle changes, and global fashion influences. While we initially gained recognition for our finely tailored formalwear, we quickly realized the growing need for versatility in men’s wardrobes.
Today, Blackberrys is not just a formalwear brand—it is a complete lifestyle brand catering to men across professional, casual, and ceremonial occasions. The modern Indian man seeks attire that reflects his ambition and personality, and our Keep Rising philosophy embodies that spirit. Whether it’s power dressing for the boardroom, effortless casuals for the weekend, or refined ensembles for celebrations, we ensure that every Blackberrys product is crafted to inspire confidence and excellence.
How do you ensure consistency in this brand ethos across different consumer touchpoints and How does it differentiate itself from other men’s fashion brands in India?
Blackberrys has built a strong reputation for confidence, sharp styling, and impeccable craftsmanship. Consistency in brand ethos is crucial, and we achieve this through a holistic approach—ensuring that every touchpoint, from product design to retail experience and digital presence, aligns with our identity.
Our differentiation lies in our deep understanding of the Indian man’s sartorial needs. Unlike many fashion brands that simply follow trends, we design with purpose—offering superior fits tailored to the Indian physique, breathable fabrics suited for the country’s diverse climates, and versatile styles that transition seamlessly from day to night. Additionally, our innovations, such as wrinkle-resistant fabrics, stretch suits, and performance-driven clothing, set us apart in the market.
From our retail stores that offer immersive styling experiences to our digital content that embodies sophistication and inspiration, we maintain a cohesive brand experience that reinforces Blackberrys as the go-to destination for stylish, confident men.
Many brands rely on frequent sales and heavy discounts to attract customers. How does Blackberry approach its pricing and sales strategy?
At Blackberrys, we focus on providing the right merchandise mix for each market rather than relying on heavy discounting. Our strategy is to curate products that resonate with our consumers, ensuring high sell-through rates. This reduces our dependency on large-scale liquidation sales.
We achieve this by understanding regional preferences—for example, in Chennai, we offer a mix of formal solids, checks, stripes, and hybrid styles suited for IT professionals. Additionally, our strong supply chain allows us to replenish stock quickly and introduce fresh product drops every month during the season.
Instead of frequent discounts, we maintain engagement by keeping our customers informed about new arrivals and exclusive collections. This approach ensures sustained demand and repeat purchases while preserving the brand’s premium positioning.
How does the brand balance global fashion trends with the unique preferences of the Indian consumer?
Fashion is ever-evolving, and at Blackberrys, we meticulously study international trends while adapting them to the unique preferences and cultural influences of the Indian consumer. Our design philosophy is rooted in striking the right balance between contemporary global aesthetics and functional elegance tailored for the Indian man.
For instance, while relaxed tailoring and smart casuals are major trends worldwide, our interpretation ensures that they are structured yet comfortable—offering a refined look that aligns with Indian sensibilities. Similarly, while global menswear brands emphasize minimalism, we infuse designs with subtle yet distinctive details, whether it’s intricate stitching, unique textures, or versatile layering options.
Our in-house design team collaborates with international experts to ensure that Blackberrys remains at the forefront of style while making each collection relatable, wearable, and aspirational for our consumers.
Sustainability is becoming a key focus in fashion. Is Blackberrys incorporating sustainable materials or practices into its products?
Sustainability is no longer an option—it is a responsibility, and at Blackberrys, we are taking conscious steps to integrate eco-friendly practices into our operations. We recognize that today’s consumers are more environmentally aware and seek brands that align with their values.
To this end, we have begun incorporating sustainable fabrics such as organic cotton, recycled polyester, and linen blends in our collections. Additionally, we are adopting responsible manufacturing practices, including water-efficient dyeing techniques, ethical sourcing, and waste reduction initiatives. Our goal is to create fashion that is not only stylish but also contributes to a healthier planet.
Blackberrys offers a complimentary wardrobe refitting service “refit” which offers free of cost alteration service across all the stores. It offers discerning gentlemen across India the opportunity to refit one suit, jacket, pair of trousers, or shirt purchased from any brand, at select stores, and at no cost. While this is an ongoing journey, we are committed to expanding our sustainable initiatives and ensuring that Blackberrys continues to be a responsible and future-forward brand.
What has been the brand’s core marketing strategy over the years, Can you share insights on Blackberrys’ recent campaigns and their impact on brand engagement?
Blackberrys has always believed in storytelling that resonates with the aspirations of the modern man. Our marketing approach combines tradition with innovation—leveraging digital, social media, influencer collaborations, and experiential marketing to create meaningful connections with our audience.
One of our most impactful recent campaigns is the Keep Rising campaign, which celebrates resilience, ambition, and success. It reflects our brand philosophy and encourages men to push boundaries, be it in their personal or professional lives. The campaign was amplified through a mix of digital storytelling, strategic partnerships, and real-life brand advocates who embody the Blackberrys spirit.
In addition, we have invested in hyper-personalized digital marketing, geo-targeted campaigns, and AI-driven consumer insights to enhance engagement and drive brand loyalty.
How does the brand leverage experiential marketing to enhance customer engagement in stores and online?
In today’s retail landscape, consumers seek more than just products—they seek experiences. At Blackberrys, we integrate experiential marketing both in-store and online to elevate customer interactions.
In our retail spaces, we offer personalized styling consultations, interactive trial rooms, and a seamless blend of digital and physical shopping experiences. From curated collections to bespoke shopping experiences, we ensure that every visit to a Blackberrys store is engaging and memorable.
Online, we leverage AR-powered virtual try-ons, shoppable content, and immersive brand storytelling to create an interactive shopping journey. Whether it’s through digital lookbooks, influencer collaborations, or exclusive behind-the-scenes content, we constantly innovate to make fashion discovery more exciting and meaningful for our audience.
As mentioned earlier, Blackberrys ReFit service is meticulously designed to rejuvenate men’s wardrobes. Often, a beloved suit or a sentimental jacket is left unworn because it no longer fits well or aligns with contemporary fashion trends. Blackberrys’ ReFit service addresses this issue, allowing men to remain stylish and relevant by updating their cherished pieces from any brand.
How is the brand adapting to the shift towards omnichannel retail and e-commerce?
The retail landscape has undergone a massive transformation, with e-commerce and omnichannel strategies becoming crucial for success. Blackberrys has embraced this shift by integrating digital and physical retail to provide a seamless shopping experience.
Our omnichannel strategy ensures that consumers can explore our collections across multiple touchpoints—whether in our exclusive brand outlets, multi-brand retail stores, or our website and marketplace partners. We have also invested in AI-driven recommendation engines, real-time inventory management, and click-and-collect services to enhance convenience for our customers.
Additionally, our e-commerce presence has been strengthened with an intuitive website, exclusive online collections, and a robust digital marketing ecosystem that drives personalized engagement and repeat purchases.
With a presence across 350+ cities and 1250 retail outlets, what’s next for Blackberrys in terms of expansion?
Blackberrys, already present in 350+ cities with over 1,250 retail touchpoints, continues its journey of growth with a strategic expansion plan. Our focus is on deeper penetration into Tier 2 and Tier 3 cities, where rising aspirations present tremendous potential for a growing base of fashion-conscious consumers. Simultaneously, we are strengthening our premium store formats by upgrading to modern, immersive, and technology-driven shopping environments that enhance customer experience.
Additionally, with Indian fashion gaining global recognition, we are exploring opportunities to introduce Blackberrys in key international markets. Our goal is not just to expand in numbers but to elevate our brand influence, ensuring that Blackberrys remains synonymous with excellence in men’s fashion.
What are some key trends in men’s fashion that Blackberrys aims to capitalize on in the coming years?
Men’s fashion is evolving towards comfort-driven elegance, multi-functional attire, and sustainability, and Blackberrys is embracing these shifts through key trends. We are focusing on relaxed yet structured tailoring, offering modern men clothing that balances formality with ease of movement. With work and leisure increasingly blending, our performance-driven apparel incorporates fabrics that provide stretch, breathability, and durability.
Sustainability remains a priority as we expand our use of eco-friendly materials and ethical production methods. Additionally, with hybrid work cultures becoming the norm, we are enhancing our smart casual offerings to ensure seamless transitions from office to after-hours. By staying ahead of these trends and continually innovating, Blackberrys remains committed to empowering men with fashion that complements their ambitions and lifestyle.
