We craft confidence
Blackberrys is a leading Indian menswear brand, known for redefining sharp dressing for the modern Indian man. Established in 1991 by brothers Nikhil and Nitin Mohan, the brand blends a 142-year-old family legacy in textiles with a forward-thinking approach to design and innovation. With a strong presence across 350+ cities and over 1,250 touchpoints, Blackberrys has become synonymous with impeccable fits, versatile style, and cutting-edge fabric technologies. From formalwear to smart casuals, the brand caters to the evolving aspirations of men who value sophistication, performance, and self-expression. In conversation with Fibre2Fashion, Rajesh Sethuraman, Vice President – Brand Experience, discusses the brand’s journey, innovation-driven growth, and what lies ahead in Blackberrys’ mission to help Indian men ‘Keep Rising.’
Blackberrys has established itself as a leading menswear brand in India. What was the vision behind its inception, and how has it evolved over the years?
Absolutely! Blackberrys has been shaping the way Indian men dress for over three decades, setting new benchmarks in menswear. When Nikhil and Nitin launched the brand in 1991, they brought with them a 142-year-old family legacy in textiles—but with a vision far bigger than just selling garments. They wanted to redefine how men felt in what they wore—sharp, confident, and ready to take on the world.
From pioneering impeccable fits in formalwear to revolutionising menswear with innovations like our TechPro and TempTech collections, we have continuously evolved to meet the aspirations of modern Indian men. Today, our philosophy is captured in two words: ‘Keep Rising.’ It is not just a tagline—it is a mindset, inspiring our customers to push boundaries and elevate their personal style.
What key factors have contributed to Blackberrys’ growth and success in the Indian fashion industry?
When you have been in the market for over three decades, success comes from staying deeply connected with your consumers. Blackberrys has always been about understanding the evolving aspirations of Indian men and translating that into fashion that speaks to them.
Our expansion has been strategic reaching over 350+ cities with 1,250+ consumer touchpoints, complemented by our D2C website that brings Blackberrys directly into the homes of our customers. But growth is not just about numbers. It is about staying relevant, which is why we have continuously evolved our marketing and digital strategies to create a seamless omnichannel experience that integrates online discovery with an engaging in-store journey.
How does Blackberrys differentiate itself from other premium menswear brands in India?
For us, it is simple—we craft confidence. Our expertise in fit is unmatched, and every garment is meticulously designed to empower the modern Indian man. Whether it is our signature ceremonial suits, TechPro collection with stretchable, wrinkle-resistant fabrics, or the revolutionary TempTech range that adapts to all-weather conditions, innovation is woven into everything we create.
Beyond product innovation, what truly sets us apart is our deep understanding of Indian men—how they live, work, and celebrate. Our designs are not just stylish; they are functional, durable, and crafted to make a statement, ensuring our customers feel their absolute best in every moment that matters.
What are the biggest challenges fashion brands face in scaling their business while maintaining quality and exclusivity?
The biggest challenge is staying ahead of ever-changing consumer expectations while maintaining our core values of fit, quality, and innovation. The brands that thrive are the ones that evolve without losing their essence. At Blackberrys, that is exactly what we do—we ‘Keep Rising.’
What drives Blackberrys’ approach to design and innovation?
Innovation is at the heart of what we do. Our design and R&D teams, led by Nikhil and Nitin, take a deep-dive approach—studying global and Indian fashion trends, consumer behaviours, and lifestyle shifts to craft collections that balance style, comfort, and performance.
Our TechPro shirts with moisture-wicking properties, TempTech suits that adapt to temperature changes, and the Bleed Zero sustainable denim range are examples of how we are pushing the boundaries of menswear innovation. Quality is non-negotiable for us, and every Blackberrys piece undergoes rigorous testing to ensure durability and comfort.
What role does sustainability play in modern fashion and how can brands balance eco-friendly practices with profitability?
Sustainability is not a buzzword for us—it is a responsibility. ReFit, Bleed Zero denims, and all-weather suits are steps towards making fashion more sustainable, ensuring men invest in pieces that last rather than fast fashion.
How has the e-commerce boom affected Blackberrys’ retail strategy?
E-commerce is not a challenge—it is an opportunity. We see digital discovery as an integral part of the modern consumer’s shopping journey. Our approach blends online and offline seamlessly, ensuring that whether a customer browses us on Instagram, visits our website, or steps into a store, they experience a personalised, connected journey.
We have invested in data driven personalised recommendations, hyperlocal deliveries, and an omnichannel shopping experience that bridges the gap between digital convenience and in-store engagement.
How is Blackberrys fostering customer loyalty in an era of fast fashion and fleeting trends?
Loyalty is not built through discounts or gimmicks—it is built on trust. We invest in quality, innovation, and timeless designs that give our customers long-lasting value. Our Blackberrys Club and Phoenix Club loyalty programmes ensure that our most dedicated customers get access to exclusive experiences, personalised styling, and early access to new collections.
In addition, we are focusing on sustainability through initiatives like ReFit, where customers can get their favourite Blackberrys outfits refitted to accommodate size changes, extending the life of their garments. This not only reinforces our commitment to craftsmanship but also deepens our emotional connection with customers.
How does Blackberrys engage with younger consumers and emerging professionals who are new to the brand?
The next generation of achievers is looking for more than just clothes—they are looking for a brand that understands their journey. Our collections like TechPro, TempTech, and ‘Being Real Suits You’ are designed to resonate with young professionals and first-time buyers. From stretchable sneaker pants for all-day comfort to versatile smart casuals and blazers, we ensure that Blackberrys is their go-to choice for work and beyond.
One of our most impactful campaigns is #MyFirstSuit, which celebrates the emotional milestone of buying a first suit—for a job interview, graduation, wedding, or a personal milestone. This campaign has struck a deep chord with young men, reinforcing Blackberrys as the brand that stands by them as they step into new chapters of life.
Digitally, we are a social-first brand, leveraging engaging storytelling and interactive campaigns to stay connected with our younger audience across platforms.
How is Blackberrys expanding colour choices in menswear beyond the traditional blues, blacks, and greys?
At Blackberrys, we are redefining menswear by introducing a refreshing palette that moves beyond the traditional blues, blacks, and greys. The reason behind this shift is simple: today’s modern man wants to express his individuality and personality through his wardrobe. By offering vibrant options like baby pink shirts, pastel blazers, floral print party wear shirts, and lustrous sheen fabrics, we are giving our customers the freedom to break away from conventional colour choices, helping them feel confident, bold, and ready to own the room—without compromising on sophistication or quality.
What makes Blackberrys summer collection unique?
Summer fashion is all about breathability, comfort, and effortless style. This year’s collection features a refreshing palette—salmon, mandarin, mint, lilac, and lemon yellow—designed to add a sophisticated pop of colour to a man’s wardrobe.
Fabrics play a big role too—Giza cotton, mercerised cotton, and light linen blends ensure all-day comfort, while smart-dry TechPro shirts wick away moisture, keeping you fresh in the summer heat.
What makes Blackberrys’ wedding collection stand out?
Weddings today is all about personal expression, and our collection reflects that shift. From classic three-piece suits and achkans to contemporary textured blazers in jacquard and velvet, Blackberrys offers a mix of tradition and modernity.
Pastels are trending for daytime weddings, while deep, luxurious hues remain favourites for evening receptions. Our goal is to make sure every groom and wedding attendee finds a suit that makes them feel like the best version of themselves.
What are Blackberrys key goals for the next five years?
Our focus is on expansion, omnichannel growth, and innovation and sustainability. We plan to scale our EBO footprint, enhance our D2C presence, and introduce cutting-edge fabric technologies that redefine comfort and performance in menswear.
