Raymond Lifestyle appoints Publicis Groupe India as its first integrated marketing partner

MUMBAI: Raymond Lifestyle has done something it has never done in 101 years: handed its entire marketing brief to one partner. Raymond Lifestyle Limited, one of India’s most iconic lifestyle and apparel companies, has appointed Publicis Groupe India as its first-ever integrated marketing partner in the country, across its entire portfolio of brands. The announcement was made in Mumbai on October 2, 2026.

The partnership brings together creative, media, performance marketing, CRM, digital, reputation and technology capabilities through a customised “Team One Thread”. The team comprises Saatchi & Saatchi India, Zenith India, Performics, PDX India and Propagate India. It follows a comprehensive evaluation of technical capabilities and commercial value, and marks the first time in the company’s history that its marketing mandate sits with a single integrated partner.

The bespoke Team One Thread will be led by Paritosh Srivastava, CEO of Saatchi & Saatchi, BBH India and Propagate India, with support from Jai Lala, CEO of Zenith India.

The timing matters. For Raymond Lifestyle, 2026 is an important year as the company builds on its century-old legacy and prepares for its next phase of growth. Its portfolio spans iconic brands under The Raymond Masterbrand, including Fine Fabrics, Ready to Wear, Made to Measure and Custom Tailoring, along with ColorPlus, Park Avenue, Parx and Ethnix by Raymond. The company is sharpening its approach to contemporary consumers and to a rapidly evolving fashion and retail landscape.

The logic of the deal is clear. The new partnership is designed to enable more connected storytelling, sharper consumer targeting, greater agility and faster activation across channels. It brings together brand, media, data, technology and customer engagement capabilities in a more unified manner.

Publicis Groupe arrives with a well-honed pitch. Under the leadership of Anupriya Acharya, CEO of Publicis Groupe South Asia, the Groupe has continued to build a modern marketing playbook in India that combines creativity, media, data, technology and commerce through its Power of One model, creating solutions tailored to clients’ ambitions. As brands navigate a rapidly changing market and consumer landscape, this integrated approach is increasingly resonating with businesses looking to bring the breadth of their marketing capabilities together around their growth ambitions.

The pitch was extensive. Publicis Groupe responded to the breadth of Raymond Lifestyle’s brief across brands and marketing challenges, bringing its integrated capabilities together through the Power of One model. Led by Srivastava, the resulting Team One Thread combines this breadth of expertise with a shared ambition and a single-minded focus on Raymond Lifestyle. The mandate places a significant responsibility on the team to translate this integrated capability into work and impact for the brand.

Satyaki Ghosh, chief executive officer of Raymond Lifestyle Limited, said: “We were looking for a partner who shares our passion for our brands and business, and spent two months on a thorough process led by our marketing team to identify the right capabilities. As we enter our next phase of growth, this partnership reflects our commitment to move with clarity, agility and impact.”

Kalpana Singh, chief marketing officer of Raymond Lifestyle Limited, added: “We are living in an omnichannel world, with shopper tastes and preferences evolving at the speed of light. Serving the modern shopper requires dexterity, integration, and adoption of AI to inform marketing decisions. Hence our evaluation is based on clear technical prowess across the full spectrum of marketing channels we operate in. These channels are the megaphones through which we tell our stories, and we sought a partner who could enable us to make our brand narratives unified, clear and distinct across touchpoints. As we begin this transition in our marketing journey, I would also like to thank all our existing partners for their invaluable contribution to RLL’s growth and for helping our brands earn the recognition and trust they enjoy today.”

Publicis Groupe’s Team One Thread and the Raymond Lifestyle teams will work closely to create connected consumer experiences across the company’s diverse portfolio and touchpoints.

It is a meeting of two heritage names with a common aim. Raymond’s partnership with Publicis Groupe brings together two organisations that want to build on an iconic legacy while creating more contemporary, connected and future-ready ways for brands to engage with the changing needs of the modern Indian consumer. For a 101-year-old house of fabrics and tailoring, it is a confident step into the omnichannel age.