There is a legacy of trust, craftsmanship, and lineage attached to our name
P N RAO, founded in 1923 by the late Shri Pishe Narayan Rao, has become a leading name in the fashion industry, known for its high-quality suits and exceptional customer service. Originally designing for British officers and high-ranking ladies, P N RAO has built a strong reputation for its stylised and customised perfection. Offering four key categories—Traveling Tailor, Ready to Wear, Made to Measure, and Bespoke Tailoring—P N RAO continues to innovate, and has recently launched its latest Linen Collection. In an interview with Fibre2Fashion, Partners Ketan Pishe and Naveen Pishe speak about luxury menswear and bespoke tailoring.
P N RAO is known for its rich heritage in the tailoring and bespoke suit industry. How do you balance tradition with modern trends in today’s fashion landscape?
Balancing tradition with modern trends in today’s fashion world requires a careful blend of respect for traditional practices and an embrace of contemporary developments. Timelessness is key in fashion. On one hand, it is important to preserve traditional craftsmanship, while on the other, we must ensure constant improvement. This balance is a challenge many brands face, and maintaining excellence over time is equally difficult.
At P N RAO, we have been able to strike the right balance between tradition and modernity by adopting new designs while staying rooted in our heritage. For example, embroidery, which plays a significant role in Indian attire, is approached with an elegant and sophisticated touch. By merging historical techniques with modern ideas and technology, we create pieces that are both enduring and contemporary.
In addition, we have embraced modern trends like ethnic wear and casual wear (smart casuals), integrating our bespoke tailoring heritage into these categories. P N RAO has managed to keep tradition alive while embracing modernism, ensuring each design resonates with timeless sophistication while adapting to the dynamic nature of modern style.
How has customer demand evolved over the years, and how has P N RAO adapted its product offerings to cater to the modern customer?
Customer preferences have shifted significantly over time, with a growing demand for a blend of traditional elegance and modern functionality. At P N RAO, we have adapted by integrating contemporary trends with our traditional tailoring expertise. We offer not only timeless craftsmanship but also versatile, functional designs. Our product range has expanded to include lighter fabrics, innovative fits, and customisable options suitable for both formal and casual occasions. By balancing traditional elegance with modern preferences, we ensure that we remain relevant and appealing, reflecting both the enduring charm of classic tailoring and the dynamic demands of today’s fashion trends.
Your website emphasises a personalised tailoring experience. How do you ensure consistency in quality across multiple outlets while maintaining the bespoke nature of your services?
As part of our philosophy and commitment to providing the best personalised tailoring experience, P N RAO ensures that all karigars (artisans) and master cutters are regularly and thoroughly trained in the latest trends and techniques. Achieving mastery takes time, and this continuous training helps maintain consistency in service and craftsmanship. Given the learning curve and the time and effort required to ensure that the backend team delivers excellence, this business is not easily scalable.
We employ a comprehensive strategy to deliver rigorous and uniform training to our master cutters and karigars, ensuring that they uphold the same high standards of craftsmanship and customer service, so that the P N RAO brand speaks a unified language across all outlets. Additionally, we also ensure that our front-line sales personnel receive consistent training in both sales techniques and soft skills. This allows them to exceed customer expectations and focus on delivering exceptional service, ultimately enhancing the personalised experience we are known for.
Can you share some insights into the fabric selection process at P N RAO? How do you ensure that you are providing your customers with the finest materials?
We source fabrics from well-known merchants, ensuring that each material meets our high standards for quality and durability. Our design team carefully considers elements such as texture, drape, and visual appeal to select fabrics that not only look good but also perform well. We stay updated on global fabric trends and innovations, incorporating new blends and technology fabrics to enhance comfort and functionality. To guarantee the best materials, we conduct extensive quality tests and work closely with fabric manufacturers. This meticulous selection process ensures that each item we offer meets our customers’ expectations for premium materials.
P N RAO has also built long-standing relationships with major mills worldwide. These relationships provide us with early access to the latest and finest materials, allowing us to offer our customers cutting-edge fabrics and exceptional quality.
Sustainability is becoming increasingly important in fashion. What steps are you taking to incorporate sustainable practices into your operations?
Sustainability is at the core of everything we do at P N RAO. In fashion, sustainable practices aim to minimise harmful effects on the environment. Before delving into our approach, it is important to understand what sustainable fashion means. Simply put, sustainable fashion refers to garments designed and manufactured using natural fabrics and made in ways that are environmentally friendly. This also includes processes, activities, and efforts to achieve carbon neutrality.
For example, under our ‘Signature Wear by P N RAO’ brand, we design apparel using natural fabrics that adhere to sustainable fashion norms, aiming to reduce our carbon footprint. Another aspect of our sustainability ethos stems from our founder, the late Shri Pishe Narayan Rao, who believed in minimising waste. We continue this legacy by ensuring that even the smallest fabric scraps are repurposed, often sold down the value chain for use as mattress filling or children’s garments, ensuring that no material goes to waste.
A prime example of P N RAO’s commitment to sustainability is our fully solar-powered manufacturing facility in Hosakote, on the outskirts of Bengaluru. This facility demonstrates our dedication to eco-friendly practices and reducing our environmental impact.
How has the global shift towards sustainability influenced the sourcing of materials and production methods in the bespoke tailoring industry?
The global shift towards sustainability has significantly impacted the bespoke tailoring industry, leading to advancements in both material sourcing and production practices. Designers are increasingly prioritising eco-friendly fabrics such as organic cotton, recycled wool, and sustainably sourced fibres to reduce their environmental footprint. This shift extends to production methods, with a focus on waste reduction through precise pattern cutting and investment in technologies that enhance fabric durability and longevity.
How do you keep your team of craftsmen and tailors at the cutting edge of tailoring techniques while preserving the traditional craftsmanship P N RAO is known for?
At P N RAO, we rely on master tailors who meticulously craft each garment, ensuring the highest level of quality. These master tailors are supported by the skilled hands of karigars who bring precision to every stitch. This unwavering focus on craftsmanship has earned P N RAO a reputation for creating garments that are both stylish and comfortable.
In addition to preserving our traditional craftsmanship, we foster a culture of continuous learning and innovation among our craftsmen and tailors. We invest in regular training programmes that introduce the latest tailoring techniques, tools, and technologies while ensuring that we retain our core competencies and traditional methods. By blending new technologies with our rich heritage, we maintain the essence of our craftsmanship while adapting to modern needs, ensuring that we remain at the forefront of both tradition and innovation.
As a long-established brand, how does P N RAO differentiate itself from new, emerging players in the luxury menswear market?
As a long-standing bespoke tailoring brand in the luxury space, P N RAO’s history and heritage are differentiating factors in themselves. Being an established player in the luxury menswear market means there is a legacy of trust, craftsmanship, and lineage attached to our name. Customers recognise the value of this heritage and are willing to invest in it.
At the same time, P N RAO has stayed at the forefront of emerging trends in fashion, retail, and technology, ensuring that we continue to offer the latest in style and innovation. Our ability to blend tradition with modern trends has earned us a reputation for trustworthiness, quality, and a rightful place in the luxury menswear market.
With the advent of e-commerce, how do you plan to maintain the bespoke experience in a digital space?
E-commerce has significantly increased purchasing convenience, allowing customers to shop from the comfort of their homes. However, when it comes to apparel, there are challenges such as size, fit, and colour selection. This is where P N RAO ensures that the bespoke tailoring experience remains seamless and enjoyable for customers seeking personalised outfits.
We have developed a robust online ordering system that goes beyond traditional online shopping. Our platform is interactive and immersive, allowing customers to personalise design, fit, and colour choices while receiving expert suggestions. Through our ‘Live Shop’ feature, customers can connect via video with our experts, who assist with measurements, understand their preferences, and offer tailored recommendations. Additionally, we offer chat support through WhatsApp, enabling customers to communicate directly with our consultants.
For those who prefer in-person assistance, customers can book an appointment with an expert consultant through our website for a store visit, home consultation, or online consultation, ensuring they receive the perfect attire with personalised service, whether online or in-store.
With the increase in online fashion services, do you believe the luxury menswear industry will need to further embrace digital tailoring solutions, or is there still a strong preference for in-person experiences?
Digital tools like virtual consultations, modern technologies, and online customisation platforms certainly increase accessibility and convenience, especially for tech-savvy customers. Many luxury consumers appreciate the ability to engage with digital platforms while still having the option for personal fittings. Therefore, blending digital tailoring solutions with traditional methods allows the industry to meet evolving customer expectations and stay competitive.
What role do you see personalisation and AI-driven fashion playing in the luxury menswear space, particularly in the way clients select and customise their garments?
While face-to-face interactions and in-person experiences remain valuable, technology is transforming the luxury menswear industry by enhancing personalisation, especially for clients who cannot visit stores. For example, at our Hyderabad store, we offer 3D visualisation technology (also known as Virtual Try-On), allowing customers to see how a particular garment will look on themselves or a model. By incorporating these innovations, luxury menswear brands can offer a more customised and responsive experience, setting new standards for personalisation and customer engagement.
The demand for customisation in fashion is on the rise. What impact do you think this will have on the traditional ready-to-wear segment within luxury menswear?
While customisation in fashion is on the rise due to customers’ unique preferences, there remains a segment within the luxury market that values the convenience of ready-to-wear apparel without the need for the extensive customisation process. At the same time, the market is also moving towards more casualisation.
To cater to these evolving needs, P N RAO has made a conscious effort to introduce lighter-weight jackets and other types of apparel that offer the ease and convenience of ready-to-wear products while maintaining a luxury feel. This allows customers to enjoy the comfort and style of luxury garments without the need for extensive tailoring, blending the best of both worlds.
With rapid advancements in textile technology, how do you see the future of fabric innovation shaping the luxury menswear and tailoring industry?
From our perspective, the trend towards man-made fibres, such as polyester, is rising due to their affordability compared to natural fibres. However, it is important to recognise that man-made fibres can be harmful to the skin and are not biodegradable, posing sustainability concerns. The need of the hour is to consume less but consume better—quality over quantity. At P N RAO, we emphasise the importance of using natural fibres, which is a cornerstone of our philosophy moving forward. This focus is part of our commitment to counter the trend of ‘timeless’ or ‘mindless’ fashion.
Eco-friendly materials and sustainable manufacturing techniques are gaining importance as the market for sustainable fashion expands. Concepts like Slow Fashion—which advocates for fewer but higher-quality garments made from natural, eco-friendly materials—are becoming increasingly significant. Slow fashion encourages longevity in clothing, where garments last longer, and the per-wear cost is significantly lower. There is also a deeper emotional and cultural connection to slow fashion, as consumers tend to keep garments for more than one season, embracing the idea of buying less but buying better. Ultimately, slow fashion promotes garments that are both beneficial for the body and environmentally sustainable.
What are some of the most significant challenges P N RAO faces in the current market, and how do you plan to overcome them in the coming years?
As a leading name in the men’s suit segment, one of the biggest challenges we face is the decreasing number of people wearing suits to the workplace and as regular attire. Another challenge is the growing trend of ‘casualisation’, where people are increasingly opting for casual wear over suits. This shift is also evident in ethnic wear, where more casual styles are gaining popularity. As a brand, we have been observing these changing trends over the past 6-7 years.
To address these challenges, P N RAO has adapted by designing and expanding our product offerings in both the Ready-to-Wear and Bespoke Tailoring segments. We are working to enhance our capabilities and develop products that cater to the evolving needs and preferences of our customers, ensuring we remain relevant in this changing market landscape.
Looking ahead, what are your strategic goals for P N RAO in terms of expansion, innovation, and customer engagement?
P N RAO has recently expanded into Hyderabad with the opening of our first exclusive store in Telangana, marking our eighth store in the southern region of India. Moving forward, we plan to expand further through the franchise route, focusing on tier 2 cities in Karnataka, Telangana, Andhra Pradesh, and Tamil Nadu.
In terms of innovation, P N RAO has always prided itself on design differentiation, creating unique ensembles that have made the brand a favourite among discerning fashion enthusiasts. We are committed to continuing this tradition by crafting invigorating designs across all categories of apparel, appealing to a wide range of customers. Additionally, we will continue to create unique seasonal collections that reflect current fashion sentiments and trends.
On the digital front, we are launching our new website, which will offer a completely new online shopping experience in the signature P N RAO style. We are also focused on improving our online customer engagement and enhancing our online ordering process, particularly in the Classic Bespoke Tailoring segment. By staying updated on technological advancements, we aim to provide our customers with the best possible experience both online and offline.
