The Indian men's ethnic and occasion wear market is undergoing a remarkable transformation. As celebrations become increasingly personal and style-conscious, today's consumers are seeking ensembles that seamlessly combine cultural heritage with contemporary sophistication. From destination weddings and festive celebrations to milestone occasions, occasion wear has evolved beyond tradition into a powerful expression of individuality, craftsmanship and refined taste.

Recognising this shift, Siyaram Silk Mills Ltd., one of India's most respected names in textiles  has entered the premium occasion wear segment with DEVO – A Siyaram's Initiative. Built on decades of expertise in fabrics, tailoring and quality craftsmanship, DEVO represents a new-age interpretation of Indian celebration dressing, offering thoughtfully designed collections that honour tradition while addressing the aspirations of the modern Indian man. With an expanding retail footprint, a comprehensive product portfolio and a strong emphasis on elevated consumer experiences, the brand is positioning itself as a distinctive player in India's evolving occasion wear landscape.

In this exclusive interaction with Gurbir Singh Gulati, Editor-in-Chief, INFashionBusiness.com, Gaurav Poddar, Executive Director, Siyaram Silk Mills Ltd., shares the vision behind DEVO, the brand's philosophy, design direction, product strategy, retail expansion plans and how Siyaram's textile legacy is shaping a contemporary men's occasion wear brand designed for India's next generation of celebrations.

Siyaram has been one of India's most iconic textile and apparel houses for decades. What inspired the group to enter the ethnic and occasion wear category with DEVO, and why was this the right time for such a venture?

At Siyaram's, we've always believed that fashion reflects the way society evolves. Recently, we witnessed a fundamental shift in how Indian men approach celebrations. Weddings, festivals and family occasions are no longer just traditions to be followed; they have become deeply personal expressions of identity and style.

At the same time, consumers were looking for occasion wear that felt rooted in Indian culture yet relevant to modern lifestyles. We saw an opportunity to create a brand that could bridge this gap.

DEVO was born from this insight. Backed by Siyaram's legacy in fabrics; we set out to build a contemporary occasion wear brand that celebrates India's traditions while speaking to the aspirations of today's consumer.

How would you define DEVO's core philosophy and positioning in India's highly competitive ethnic wear market? What differentiates the brand from existing players in the segment?

DEVO is built on a simple belief, that the most meaningful moments in life deserve to be celebrated with intention.

While many brands operate in the ethnic wear space, we see ourselves as an occasion wear brand. Our focus is not just on what consumers wear, but on the moments they wear it for.

As a brand proudly Made of India, we draw inspiration from the country's celebrations, craftsmanship, emotions and cultural diversity. Our collections are designed to bring together tradition and contemporary elegance in a way that feels authentic to the modern Indian man.

What differentiates DEVO is our ability to combine Siyaram's legacy of quality and craftsmanship with a modern retail and design sensibility, creating products and experiences that feel both aspirational and accessible.

DEVO beautifully blends Indian traditions with contemporary styling. Could you elaborate on the design language of the brand and how it caters to the evolving preferences of modern Indian consumers?

At DEVO, our design philosophy is rooted in the belief that tradition should evolve, not remain static. Today's consumer is deeply connected to Indian culture and celebrations, but he also seeks sophistication, comfort and relevance in the way he dresses.

Our design language focuses on reinterpreting classic Indian occasion wear through a contemporary lens. This means cleaner silhouettes, refined tailoring, thoughtful detailing, lighter constructions and versatile styling that feels effortless rather than excessive. We pay close attention to how modern celebrations have evolved and design products that can seamlessly transition across weddings, festive gatherings, family occasions and social events.

As a brand proudly Made of India, we draw inspiration from India's rich textile heritage, craftsmanship, architecture, colours and cultural nuances, while ensuring every collection feels relevant to the aspirations of the modern Indian man.

Could you take us through DEVO's current product portfolio in detail? Which categories are receiving the strongest consumer response?

DEVO offers a comprehensive occasion wear wardrobe for men, designed to cater to every stage of the celebration journey. Our portfolio includes Sherwanis, Indo-westerns, Jodhpuri, Suits, Kurta-pyjama sets, Kurta-jacket sets, Accessories and Footwear.

What we are increasingly seeing is a shift towards complete look solutions, where consumers want a coordinated occasion-ready ensemble rather than individual garments. Categories such as Kurta-pyjama sets and Jodhpuri  continue to receive a particularly strong response as they offer the perfect balance between traditional elegance and contemporary styling.

Your latest collection reflects a strong celebration-led narrative. Please tell us more about the inspiration behind the collection, the fabric choices, craftsmanship, colour palette, silhouettes and the key trends the brand is focusing on this season.

The inspiration behind our latest collection comes from the way modern India celebrates today. Celebrations are becoming more personal, more expressive and often span multiple occasions; from intimate family gatherings and destination weddings to festive events and milestone moments.

Keeping this in mind, we focused on creating a collection that balances elegance, comfort and versatility. The fabric selection prioritises lightweight constructions, breathable textures and premium hand-feel, ensuring consumers can wear the garments comfortably through long celebrations and varying climates.

From a design perspective, we have worked with refined embroidery, subtle surface textures, tonal detailing and contemporary layering to create garments that feel elevated without being overpowering. The colour palette moves across sophisticated neutrals, soft pastels and rich celebratory hues, offering consumers options for both daytime and evening occasions.

One of the biggest trends we are seeing is a shift towards understated luxury. Today's consumer is moving away from excessive ornamentation and gravitating towards craftsmanship, fit, fabric quality and timeless design. This philosophy has been central to the collection and reflects DEVO's vision of modern Indian occasion wear - elegant, authentic and Made of India.

Siyaram has always been known for premium fabrics and product quality. How does the group's textile expertise strengthen DEVO's product development and overall consumer experience?

One of DEVO's greatest advantages is that we come from a company that understands fabrics before fashion.

Siyaram's decades of expertise in textiles give us an exceptional understanding of quality, comfort, construction and craftsmanship. This allows us to create occasion wear that not only looks elegant but feels comfortable enough to be worn through long celebrations.

In a category where consumers increasingly expect both style and value, this foundation gives us a distinct edge. It enables us to consistently deliver products that combine aesthetics, performance and quality.

Who is the primary consumer for DEVO today?

The DEVO man is someone who understands that how he dresses is part of how he celebrates.

He values tradition but doesn't feel bound by it. He appreciates craftsmanship, while equally valuing comfort and versatility. Whether he is attending a wedding, hosting a family celebration or marking a personal milestone, he wants to look refined, confident and authentic.

More importantly, he dresses for the occasion rather than the trend. He is aspirational, culturally connected and increasingly conscious of the role style plays in creating memorable experiences.

Could you share insights into DEVO's retail presence and positioning?

Retail plays a central role in the DEVO experience because occasion wear remains a highly emotional and experiential purchase.

Today, DEVO has expanded to 19 stores across North India, with each store designed to reflect our philosophy of modern Indian elegance. From thoughtful layouts and visual merchandising to personalised styling support, every touchpoint is intended to make the shopping experience enjoyable and meaningful.

Our goal is not simply to build stores but to create destinations where consumers can prepare for some of the most important moments of their lives.

What are DEVO's retail and market expansion plans over the next few years?

We are extremely optimistic about the future of the occasion wear market in India.

While metro cities continue to be important, we believe the next phase of growth will be driven by aspirational consumers in Tier II and Tier III markets. These consumers are increasingly seeking premium experiences, quality products and brands that reflect their evolving lifestyles.

Our expansion strategy is therefore focused on building a strong presence across both established and emerging markets while ensuring that the DEVO experience remains consistent and premium across every touchpoint.

What role will digital commerce, social media engagement, influencer marketing and content-driven campaigns play in scaling DEVO's visibility nationally?

While digital platforms play an important role in brand discovery and storytelling, DEVO remains fundamentally a retail-first brand. Occasion wear is a highly experiential category where consumers want to see, feel and experience the product before making a purchase. For many customers, the buying journey begins online but is completed in-store.

Our growth strategy is therefore focused on creating strong brand visibility and meaningful consumer engagement through a balanced mix of ATL and BTL initiatives. From outdoor advertising, print, cinema and mall activations to wedding associations, festive campaigns and local market outreach, we aim to engage consumers where celebrations actually happen.

Digital, social media and influencer collaborations will continue to amplify our brand story and extend our reach, but our larger objective is to create authentic connections through experiences that consumers can see, touch and remember. For DEVO, visibility is not just about impressions, it is about becoming part of India's celebrations.

Beyond ethnic occasion wear, do you see DEVO expanding into adjacent categories in the future?

Our immediate focus is on strengthening DEVO's position as a leading men's occasion wear and celebration wear brand. We see significant opportunities within this category itself and remain committed to building greater depth across our product offerings, customer experience and service.

Today, alongside our occasion wear apparel, we offer a curated range of accessories and footwear that enables consumers to create complete celebration-ready looks under one roof. Our vision is to establish DEVO as a comprehensive destination for modern Indian celebrations rather than simply an apparel brand.

Siyaram has a strong legacy of associating with leading celebrities and personalities. Can we expect a celebrity brand ambassador or a large-scale campaign association in the near future?

Celebrity associations are certainly something we remain open to as the brand continues to scale. However, our current priority is to build DEVO through a strong product proposition, meaningful retail experiences and authentic consumer connections.

We believe the most effective brand ambassadors are those who genuinely reflect the values of the brand. Any future partnership would need to align naturally with DEVO's philosophy of modern Indian elegance and embody the spirit of the DEVO Man - confident, contemporary, culturally rooted and celebration-driven.

At this stage, our focus is on building a distinctive and aspirational brand with strong fundamentals. As DEVO continues to expand its presence and strengthen its relevance in the occasion wear category, we will carefully evaluate strategic collaborations that can further amplify the brand's story and extend its reach.

Finally, is there anything you would like to share with our readers about DEVO's future vision or Siyaram's larger ambitions in the ethnic wear category?

DEVO represents much more than a new business vertical for Siyaram. It reflects our belief in the future of Indian celebrations and the evolving aspirations of the modern Indian consumer.

We aspire to build one of India's most admired occasion wear brands; one that is deeply rooted in the country's rich cultural heritage while thoughtfully designed for contemporary lifestyles.

As a brand proudly Made of India, our vision is to celebrate the craftsmanship, traditions and emotions that make Indian occasions truly unique. Every collection we create, every store we open and every customer experience we deliver is a step towards that larger ambition.

We firmly believe that India's celebration economy is poised for tremendous growth in the years ahead, and DEVO is proud to be part of this exciting journey, creating timeless occasion wear that celebrates every meaningful milestone in the lives of Indian consumers.

As the Conversation Concludes

With a strong legacy in textiles and a clear vision for the future, Siyaram's is positioning DEVO as more than just a men's occasion wear brand - it is creating a destination that celebrates India's rich traditions through contemporary design, premium craftsmanship and elevated retail experiences. As the brand expands its presence across the country, DEVO appears well poised to emerge as a significant force in India's evolving premium ethnic and celebration wear market.