Covid-19 pandemic followed by the nationwide lockdown and social distancing norms have propelled traditional enterprises to innovate and reimagine their business models. Case in point are legacy fashion brands, who are now realising the value of digital platforms to stay relevant to their customers. Since the brick-and-mortar operations have come to a grinding halt many designers have launched e-commerce websites to amplify sales. Designer labels such as Gaurang, Paromita Banerjee, Akaaro have shifted to the online retail platforms during the pandemic. In the same vein, Payal Khandwala and Payal Singhal have revamped their existing e-shops to enhance the customer experience. For brands that have a strong design DNA, it can become challenging to translate experiential retail models to e-commerce platforms. With a user-friendly interface, thoughtfully curated selection designer labels are crafting a unique experience for their customers even digitally.

After completing 12 years in the business Sanjay Garg launched Raw Mango’s e-commerce website recently. The website houses 600 products across 20 categories comprising saris, ready-to-wear, and décor items. The textile designer opens up to Grazia about his vision for the e-commerce website. Scroll below to read the interview and take a peek into the website:

Raw Mango has been in the retail business for over 12 years now. How did you decide this was the right time to expand the business via e-commerce?
The launch of our e-commerce store has been on our list for a long time, in the last few months we started taking active steps to execute it. As the world faces unprecedented times, the way we engage with brands and each other has changed, I believe it is important to embrace innovative methods to reach our audiences. We’re glad it’s out so we can reach new audiences and also our existing clients.

Raw Mango

The brand’s physical stores have a contemporary Indian, minimal aesthetic that offers the consumer a unique experience. How do you plan to extend the same on the website?
Physical retail still remains important to us, our stores reflect the brand’s larger philosophy which is not limited to selling clothes. At Raw Mango, we have always used digital platforms to employ new methods of visual storytelling. We look forward to exploring the possibilities that open up through online retail.

What design approach did you take while building the website?
We have a uniform design approach across all mediums and platforms, we extended the same for the website keeping in mind the digital requirements to ensure easy navigation. Each product is carefully selected, photographed and adequate information is made available to the customer so that the experience is as smooth as possible.

Raw Mango


Could you walk us through unique features from the website?
The website showcases Raw Mango’s world through many mediums: campaign imagery, special projects, films, retail stores, music, and more. Each speaks about the brand’s identity and communicates its perspective through design, which also leads to the online shop. The shop allows you to explore our products whilst being immersed in a holistic experience.

What are some other areas apart from e-commerce you intend to spotlight through the website? 
We showcase skills and craft of artisans from all over the country, not just in textiles but across other mediums such as dance, art, music – it’s an important and effective way to promote and educate ourselves, and our audience through our digital platforms. Raw Mango

What kind of audience base do you plan to reach through the website?
We will be shipping all over India as well as internationally. Some of the countries that we already cater to are the USA, UK, Canada, Australia, Europe, Hong Kong, Sri Lanka, UAE, and Russia. Now with an online presence, we are looking forward to new and unexpected audiences.