Ethnix by Raymond Uses a Moving Mandap to Attract Shoppers

Ethnix by Raymond has introduced ‘Mandap on Wheels’ in Gurugram to attract shoppers during the festive and wedding season. The moving float featured a decorated wedding mandap, a live band and a live wedding ceremony, turning an everyday street experience into an interactive brand activation.

Conceptualised and executed by Madison Media, the campaign aims to stand out from conventional outdoor advertising by bringing the excitement of weddings directly to consumers.

An Experiential Approach to Marketing

Launched in 2017, Ethnix is Raymond Lifestyle’s menswear brand specialising in ethnic and occasionwear. Its collection includes sherwanis, kurtas, bandhgalas, jackets and Indo-western outfits. The brand initially operated through trade channels before expanding into exclusive brand stores in 2019.

According to Kalpana Singh, CMO of Raymond Lifestyle, the Gurugram activation is part of the brand’s broader strategy to connect with shoppers through innovative experiences beyond traditional advertising.

Gurugram was chosen because of its affluent, working population and Ethnix’s established presence in North India. The campaign also offers a contemporary alternative to traditional wedding-shopping destinations such as Chandni Chowk.

The brand has noticed increased footfall at nearby stores following the activation. Its effectiveness will be evaluated through consumer engagement, content generated, store traffic and sales compared with the same period last year. The campaign investment has not been disclosed.

The activation followed Ethnix’s showcase at Lakmē Fashion Week in partnership with FDCI on October 18, 2026, at Taj Palace, New Delhi. The collection celebrated Indian art, crafts and textile traditions through contemporary menswear, with cricketer Suryakumar Yadav as the showstopper.

Weddings Remain the Core Business

Weddings are Ethnix’s primary business occasion, while festivals provide another major opportunity for sales. Approximately two-thirds of the brand’s sales take place between October and March, coinciding with the festive calendar and peak wedding season.

The company does not disclose the exact share of weddingwear compared with festive and other occasionwear, as these categories often overlap.

The brand’s core demand comes from wedding outfits for grooms and their families across different ceremonies. At the same time, Ethnix aims to expand beyond the wedding season by catering to men seeking ethnic outfits for festivals, family gatherings and smaller celebrations.

Digital Discovery, Store-Based Purchases

Despite the growing influence of online shopping, physical stores remain central to Ethnix’s weddingwear business. The company has not disclosed its online-offline sales split but confirms that sales are predominantly store-led.

Weddingwear purchases often require personal fittings, fabric selection, alterations and coordination of outfits for multiple family members. These factors make in-store shopping particularly important.

Digital platforms help customers explore collections, shortlist designs and bring outfit references to stores. Ethnix views online channels as the starting point of the shopping journey, with physical stores playing a key role in completing purchases.

The brand currently operates approximately 137 stores. Rather than focusing on rapid expansion, it prioritises profitability, footfall and store productivity.

Building on Raymond’s Brand Legacy

Unlike Manyavar, which has used celebrity ambassadors such as Virat Kohli, Ranveer Singh, Amitabh Bachchan and Kartik Aaryan, Ethnix has not built its identity around a long-term celebrity partnership.

According to Singh, the Raymond name itself provides strong brand recognition. Although celebrity collaborations remain a possibility, Ethnix currently works with nano and micro creators to promote store launches, local activities and styling initiatives.

Its marketing strategy combines digital media, outdoor advertising, experiential campaigns, visual merchandising and local-store marketing. The brand is also exploring unconventional formats to capture consumer attention as traditional broadcast media becomes increasingly challenging.

Through these initiatives, Ethnix aims to position itself as more than a weddingwear brand, encouraging men to choose its collections for festivals, family celebrations and other special occasions throughout the year