Our ideal customer is a modern, style-conscious man
Citrus Clothing, founded in 2000 in Bangalore, is a leading Indian menswear brand known for its blend of classic, contemporary, and streetwear-inspired styles. Initially launched as a Multi-Brand Outlet (MBO) business, it has grown into a trusted name in the industry, renowned for its craftsmanship and customer-centric approach. With a turnover of ₹1 billion and ambitious expansion plans, Citrus Clothing continues to redefine menswear retailing in India. Speaking to Fibre2Fashion, Co-founder Hitesh Jain shares insights into the brand’s journey, its approach to design and quality, evolving fashion trends, sustainability efforts, and future growth plans.
What inspired you to start Citrus Clothing, and what was the initial vision for the brand?
Citrus Clothing was born 24 years ago in Bangalore out of necessity, at a time when there were very few homegrown fashion brands catering to Indian men. The initial idea was to bridge the gap between style, quality, and affordability in men’s fashion. Over the years, this necessity evolved into a passion-driven brand that prioritises timeless yet trendy apparel, ensuring that men have access to stylish, comfortable clothing without compromising on quality.
Who is the ideal customer for Citrus Clothing, and how do you cater to their style preferences?
Our ideal customer is a modern, style-conscious man who appreciates a balance of fashion and function. We primarily target Gen Z and young professionals who want a mix of everyday essentials and statement pieces. By continuously researching trends, listening to customer feedback, and maintaining a ‘classy street’ aesthetic, we ensure our designs align with their evolving fashion needs.
Your brand offers a variety of men’s apparel, from casual shirts to joggers and resort wear. How do you decide on new additions to the collection?
New additions are based on trend analysis, customer demand, and market research. We look at global and Indian fashion movements, seasonal trends, and consumer behaviour insights. Additionally, our experience in both offline and online retail allows us to test smaller collections before scaling them based on response.
Could you share insights into your design process and how you ensure quality in manufacturing?
Our design process starts with trend research and fabric selection, followed by sketching, sampling, and multiple rounds of refinement. Quality is a priority, and each product undergoes strict testing for durability, fit, and comfort. We work with trusted manufacturers who align with our quality standards, ensuring every piece reflects the Citrus Clothing ethos.
Have you noticed any significant shifts in men’s fashion preferences? How is Citrus Clothing adapting to these changes?
Absolutely. There’s been a strong shift towards comfort-driven, relaxed silhouettes. Men now prefer versatile clothing that seamlessly transitions from casual to semi-formal wear. Athleisure, oversized fits, and co-ord sets are in demand, and we have incorporated these elements into our collections while maintaining our signature aesthetic.
The menswear segment has seen a shift towards comfort-driven and versatile fashion. What are the key trends shaping the future of men’s apparel?
Key trends include oversized silhouettes, co-ord sets, functional fabrics, and sustainable fashion. Men are also moving towards gender-neutral styles and statement accessories. Additionally, there is a growing demand for tech-integrated fashion, such as moisture-wicking and temperature-regulating fabrics. We are integrating these trends into our upcoming collections while staying true to our brand identity.
With sustainability becoming a major focus in fashion, does Citrus Clothing incorporate eco-friendly materials or ethical production practices?
While we primarily focus on high-quality fabrics, sustainability is an area we are actively working on. We aim to introduce more eco-friendly fabrics like organic cotton and recycled textiles. Additionally, we ensure ethical production practices by working with responsible manufacturing units that prioritise fair wages and safe working conditions.
With increasing consumer demand for sustainable fashion, how can brands effectively balance eco-friendly production with affordability and profitability?
Sustainability is often seen as expensive, but brands can take strategic steps to balance it with affordability. Using recycled or organic fabrics, optimising production processes to minimise waste, and localising supply chains can help reduce costs. At Citrus, we are exploring sustainable materials while ensuring that prices remain accessible for our customers.
Your website offers online shopping with discounts on prepaid orders. Do you have plans to expand into offline retail or marketplaces?
Yes! While our online presence is growing, we are also expanding our offline retail footprint. We have launched three new showrooms in Odisha to strengthen our regional presence. Additionally, we are exploring partnerships with select online marketplaces to reach a wider audience while maintaining our D2C focus.
In the post-pandemic era, how do you see the role of physical retail evolving alongside the rise of direct-to-consumer (D2C) online brands?
Physical retail is becoming more experience-driven rather than just transactional. While online shopping is convenient, customers still want to see, touch, and try on clothing. Hybrid models—such as online purchases with in-store pickups—are gaining traction. At Citrus, we are focused on blending both channels, ensuring our retail stores provide an engaging shopping experience while our online platform remains seamless.
The market is highly competitive. What makes Citrus Clothing stand out from other men’s fashion brands in India?
Our legacy, deep understanding of the Indian market, and our ‘classy street’ aesthetic set us apart. Unlike fast fashion brands that chase fleeting trends, we focus on timeless yet trendy designs that offer longevity and quality. Additionally, having a strong offline presence for 24 years gives us an edge in customer trust and brand loyalty.
What strategies have been most effective in growing Citrus Clothing’s brand presence and customer base?
A mix of digital marketing, offline retail, influencer collaborations, and customer engagement has helped us grow. Our social media presence has played a key role in connecting with Gen Z, while our established offline reputation has ensured customer trust. Word-of-mouth marketing and community-building have also been significant drivers.
What’s next for Citrus Clothing? Any upcoming collections, international expansion, or collaborations on the horizon?
We have exciting collections in the pipeline, including an expanded streetwear line and new fabric innovations. We are also focusing on expanding our offline presence in key Indian cities. While international expansion is on our radar, our immediate priority is strengthening our presence in India and collaborating with designers and influencers to bring fresh, exclusive styles to our customers.
Given the disruptions in global supply chains, what strategies can apparel brands adopt to ensure steady production and timely deliveries?
Diversifying sourcing, investing in local manufacturing, and using technology-driven demand forecasting are key strategies. At Citrus, we work with multiple suppliers to avoid over-reliance on any single source. We also optimise logistics by maintaining buffer stock and tracking trends to forecast demand accurately, ensuring timely deliveries.
How is technology—such as AI-driven personalisation, digital fashion, and smart fabrics—reshaping the way consumers shop and interact with clothing brands?
Technology is revolutionising fashion retail. AI-driven recommendations personalise shopping experiences, virtual try-ons enhance online shopping, and smart fabrics are changing the way people wear clothing. We are exploring AI for better inventory management and customer personalisation while keeping an eye on digital fashion innovations that could redefine how customers engage with brands.
