In 2021, when India was hit by the devastating second wave of the COVID-19 pandemic, a rural Indian teenager was at a juncture. During the nationwide mayhem, he had to grapple with a very personal loss—the death of his father. With scarce resources, minimal support, and limited avenues around him, what ensued was not only a coping strategy but the start of an actual entrepreneurial venture.
Rather than succumbing to the situation, he decided to create something—something enduring, purposeful, and by his own hand. This choice gave rise to Raox, a clothing brand with an audacious mission: to make fashion more inclusive, accessible, and in touch with the stories of real people. The brand name Raox comes from the names of his parents, representing their influence on his values and ambition.
With no industry experience or capital to start, the founder started small. He worked hundreds of hours reading about fabrics, taking notes on business trends from the internet, and figuring out what young consumers really wanted. From acquiring the fundamentals of textile procurement to branding and online marketing, he single-handedly established the brand from the ground up.
What differentiates Raox from India’s fashion hub is not merely its aesthetic sense, but its ethos. It’s a brand that seeks to marry high-end street-fashion sensibility with an accessible personality. The fashion line, comprising both men’s and women’s apparel, is for consumers seeking to style themselves without shelling out luxury dollars.
Its Instagram account and website have also become growth drivers for the brand. Raox’s visual narrative resonates with young, digitally native customers who are attracted to raw stories and simple yet chic aesthetics. Its slogan, Express Yourself Through Style, also echoes the founder’s aim to make confidence accessible.
Today, Raox is increasingly popular among millennials and Gen Z consumers, particularly in Tier 2 and Tier 3 cities. Customer reviews have influenced new collections significantly, with new collections now broadening to more gender-neutral collections and seasonal drops. The brand is also committed to retaining quality, affordability, and customer service—values that are expanding organically through word-of-mouth and sharing on social media.
Despite being in its infancy, Raox has illustrated what can be achieved with persistence and online penetration. It’s not merely another apparel brand—it’s a study in how young entrepreneurs from rural towns can leverage the internet, consumer understanding, and their own lived experience to create something special.
With ambitious plans to produce lifestyle accessories and roll out pop-up shops in the near future, Raox is the new breed of homegrown Indian fashion—ambitious, rooted, and proudly original.
