Raw Mango, founded by Sanjay Garg, honors Indian textiles while celebrating its 10th anniversary in 2018. The brand focuses on contemporary hand-woven fashion, offering items such as sarees and lehengas, with price ranges reflective of luxury. Future plans include expanding into accessories and home decor, emphasizing customization, sustainability, and targeting the international market's demand for authentic handloom products.

1. RAW MANGO

2. Raw Mango founder and fashion designer Sanjay Garg,
who is celebrating the 10th anniversary of his celebrity-
favourite brand in 2018
He has been instrumental in the revival of a number of
Indian textiles such as chanderi, brocade, mashru,
chikankari
He is glad to see many people helping in preserving
Indian heritage. However he doesn’t want to see this
trend as short lived but a momentum that continues to
support handloom.
His work has always been central to him as a person and
he loves to collect old textiles, which helps him in his
professional career and educating him about the various
textiles of the country
STORY BEHIND THE LABEL
Story Behind the label

3. Raw Mango was born out of a thought to re-
look fashion and design without any preset
notions. It is a brand of contemporary Indian
hand-woven textiles crafted using traditional
techniques.

4. PRODUCT OFFERINGS
SAREES/BLOUSES LAHENGAS DRESSESKURTAS AND JACKETS

5. PRICE RANGE
PRICE RANGE SAREES: Rs 9,500 –Rs. 85,000
(MOGRA COLLECTION)
PRICE RANGE LAHENGA:
Rs. 85,000 to a max. Rs. 2 Lakhs
PRICE RANGE JACKETS:
(Rs. 13,000 and Rs. 30,000)

6. NOTABLE COLLECTION-HEER
Sanjay Garg’s Festive collection is an ode to a
century old history of pre-partition through a
palette of rich colours, textiles and silhouettes

7. STORE PRESENCE
• The brand has both national as well as international presence.
• In India it available in all the metropolitan cities and internationally its presence is
in London and Hong Kong

8. CELEBRITIES
WEARING RAW
MANGO LABEL

9. MAGAZINES COVERING
THE BRAND

10. • Raw Mango deals with contemporary hand woven textiles, such as saris, fabrics and stoles.
• New York City’s Museum of Modern Art (MoMA) launched an exhibition dedicated to influential garments and
accessories from around the world.
• The Victoria and Albert Museum in London also holds a couple of Garg’s pieces, including an orange collection
silk sari with a hot pink crow motif.
MUSEUM-WORTHY WORKS OF ART

11. BRAND EXTENSION STRATEGIES

12. BRAND EXTENSION-JEWELLERY
• With increasing demand of Indian handloom products in the world the brand can come up with new
product lines such as accessories.
• The roots of the brands comes from Rajasthan, a state know for rich stones and minakari jewellery.
• Inspiration can be taken from rich culture and great products can be formed, this will also help many
artisans belonging to this field.
Meenakari and Kundun Jewellery

13. BRAND EXTENSION-HOME DECOR
Home Décor items inspired by contemporary
India
Home Décor items can be introduced as the new product line having innovative designs inspired by the new
modern India

14. BRAND EXTENSION-ACCESSORIES
• Accessories such as pouches bags ,stationary items can
be introduced.
• Customers look for brand depiction through the product
this is the best way to do that.

15. STRATEGIES FOR MAKING RAW MANGO A LUXURIOUS BRAND

16. Strategies For Making It A Luxurious Brand
• NEW LINE SPECIALLY DESIGNED FOR UPPER CLASS MARKET.
Handloom is in great demand in international market.Consumers are ready
to pay the price for good authentic product coming straightfrom artisans.
• OFFER CUSTOMIZED RANGE OF PRODUCTS.
Customization of a product is a great way to make the customer feel
special and one of a kind. The fact that you know no one else has a
product like yours makes the product a bit more luxurious.

17. • RANGE ACCORDING TO THE NEEDS AND DEMAND OF INTERNATIONAL
MARKET.
Develop a range of contemporary patterns with new colour palettes,
different fiber and contemporary design
• TRADITIONAL HAND-MADE TEXTILES.
Create unique quality products by using ancient handloom motifs and
hand-embroidered by fine craftsmen of India.

18. • LIMITED ACCESSIBILITY
The collection should have limited access to
the market. The price range of the collection
should be high and not easily affordable by
the people.
• USAGE OF SUSTAINABLE
MATERIALS.
Apart from using cotton, linen, hemp and
silk new sustainable products such as
tencel, seacell, Chitosan or Chitin Fibre can
be used.

19. • Weaving centers in India are known for the best quality products they make.
• People living internationally are very fond of true artisans work and are willing to go places to purchase such
rich cultured products
Creating emotional connect with customers through
handmade products

20. • Trend analysis of google shows that there
is a great demand of Indian handlooms in
the places like New jersey, California ,New
York etc.
• Hence the brand can come up with setting
the stores in these places were demand is
more
Google trends Analysis