Launched in January 2023, Roar for Good (RFG Lifestyle) is an eco-conscious lifestyle brand that blends contemporary style with a deep commitment to sustainability. More than a fashion label, RFG is a movement rooted in purpose— championing values like inclusivity, mindfulness, love, and collective well-being. Every product and initiative is thoughtfully crafted to reflect this ethos, making every purchase a statement of conscience and impact.
The brand is founded by industry veterans Rajan Dutta and Rajan Pillai, who bring over six decades of combined experience in building and profitably running fashion and retail businesses. Their expertise spans business transformation, performance enhancement, organisational excellence, and sustainable growth strategies. Together, they’ve shaped RFG not just as a label, but as a voice for positive change—where every choice roars with meaning, influence, and a vision for a better tomorrow.
In an exclusive interaction with IMAGES Business of Fashion, Rajan Pillai, Founder & CEO, Roar For Good, talks about the brand’s journey, sustainability inititaives, unique positioning, franchising strategies and future plans.
What inspired you to build a brand rooted in sustainability? How has the journey been so far key milestones or turning points?
Roar for Good emerged from a strong belief that fashion should be a force for good—empowering people while preserving the planet. After spending decades in the fashion and retail space, I became increasingly aware of the industry’s environmental impact and ethical shortcomings. This awareness led to a clear and urgent purpose: to build a lifestyle brand anchored in values rather than just profit. Our vision was straightforward but powerful—to merge style with sustainability in a way that feels both aspirational and accessible.
Over time, we’ve cultivated a loyal community of conscious consumers who share this mission. Strategic partnerships with like-minded influencers, entry into curated marketplaces, and our upcoming expansion into offline formats through franchise and shop-in-shop (SIS) models are all key milestones that continue to shape our journey forward.
The journey has been driven by innovation and responsibility. Roar for Good is more than a brand it’s a movement committed to fashion with conscience. The key milestones include:
- Launch of the first GOTS-certified organic cotton apparel collection.
- The debut athleisure footwear collection, made from recycled plastic bottles.
- Launch of bamboo innerwear and socks.
- The first offline presence through FLXY MBO in Pune, launched last month.
- A roadmap to open 5 to 6 new POS (points of sale) in the next 2 months.
What are the core sustainable practices followed by your brand (materials, processes, packaging)?
We prioritise sustainable raw materials such as GOTS-certified organic cotton, hemp, bamboo, TENCEL™, Rubber and recycled polyester. Our packaging is plastic-free, made from recycled paper, compostable mailers, and seed paper tags.
All ourdesign, sampling, and production is done in-house at our boutique factory in Goregaon, Mumbai Roar Lab allowing us better control, minimal waste, and more innovation. Sustainability is embedded into every layer of our process. Sustainability is not a feature for us; it’s the foundation of how we operate.
How do you ensure ethical sourcing and responsible manufacturing?
We believe in full-cycle responsibility. Our in-house production at Roar Lab enables us to uphold ethical labor standards and quality. For external partners, we follow a strict onboarding and audit process, ensuring all manufacturing partners align with our principles of fair wages, safe working conditions, and environmental responsibility.
What certifications or partnerships validate your sustainability claims? How do you educate and engage your consumers on sustainability?
We have certificate from:
- GOTS (Global Organic Textile Standard)
- OEKO-TEX®
- FSC-certified packaging
- PETA-approved vegan certification
Our customers are educated through QR-coded product tags, social media storytelling, in-store impact displays, and regular brand-led workshops. We aim to make sustainability relatable, not preachy.
What sets your brand apart from other sustainable or mainstream apparel labels? How do you balance sustainability with fashion trends and consumer appeal?
Our USP lies in our four core brand pillars:
- Fashion: Trend-led silhouettes and colors.
- Performance: Products that are breathable, functional, and made for everyday wear.
- Sustainability: Ethically made, planet-friendly materials and processes.
- Health & Wellness: Skin-safe, anti-bacterial fabrics like bamboo, organic cotton, and modal.
We also focus on being value-for-money, offering premium quality at accessible prices. Our team studies market and style trends closely to create collections that are fashionable and mindful.
What is your target audience, and how do you connect with them?
We target urban and semi-urban conscious consumers, primarily millennials and Gen Z, who are fashion-forward but seek meaning in what they buy. We connect with them through:
- Social media (especially Instagram)
- Impact-led storytelling
- Collaborations with sustainability advocates
- Community clean-ups and planting drives
- In-store experiences
What made you decide to expand via the franchise model?
India is a market where the physical experience of a product still holds strong value. Consumers here prefer to see, touch, and feel before making a purchase. Franchising offers us the opportunity to scale while maintaining that essential physical connection with our audience. It also enables us to collaborate with local entrepreneurs who not only help grow the brand on the ground but also share our values and commitment to sustainability. Through this model, we’re building a community-led ecosystem for Roar for Good—driven by purpose and powered by partnerships.
How do you envision franchising supporting your long-term growth?
Franchising allows us to scale responsibly, enter new geographies, and build deeper regional roots while keeping our capital light. It gives us the ability to expand fast, empower partners, and embed our brand values across India.
What kind of franchise partners are you looking for?
We seek like-minded entrepreneurs who resonate with our ethos, have a strong local presence, and understand the value of long-term brand building. Passion for sustainability and retail experience are preferred but not mandatory we’re ready to train and empower.
Will franchisees be expected to follow any specific sustainability guidelines or store formats?
Yes. We follow a strict SOP for all franchise partners. This includes:
- Sustainable interiors (upcycled materials, energy-efficient lighting)
- Digital-first product displays
- Plastic-free in-store packaging
- Staff education on sustainability
What support systems (training, marketing, tech) will you offer to franchise partners?
We aim to build more FOCO (Franchise-Owned Company-Operated) stores, allowing us to offer better service and deeper consumer education. Our partners will receive:
- Staff training modules
- Brand launch kit
- CRM and loyalty tools
- Centralised tech and digital marketing support
- Inventory and logistics management
What are the ideal store size, location, and investment requirements for potential franchisees?
Roar for Good is looking to expand through franchise stores ranging from 600 to 1,000 sq. ft. in size. The brand is targeting high-footfall high-street areas and prominent malls across Tier 1 and Tier 2 cities, while also considering high-aspiration Tier 3 markets that align with its ethos. The initial investment required for a franchise is Rs 25 lakh excluding stock, and Rs 40 lakh including stock.
How do you plan to maintain brand consistency and sustainability ethos across franchise locations?
We are committed to doing more FOCO stores to retain tighter control and brand expression. Through standardised SOPs, design templates, central audits, and regular training, we ensure uniformity in customer experience, sustainability, and visual identity.
In how many locations are you currently present, and which markets are you targeting for franchising?
We are present online and through our new FLXY MBO store in Pune. We are targeting pan India, including Tier 1 cities like Mumbai, Delhi, Bengaluru, and emerging hubs in all up-and-coming geographies.
Are you looking at domestic expansion only or do you plan to explore international franchising as well?
Our near-term focus is on domestic expansion, but we are exploring international opportunities in GCC nations, Southeast Asia, US and Australia, through joint ventures and aligned partners.
Do you foresee tailoring your franchise model for different geographies or consumer behaviours?
Yes. We will create capsule collections specific to local festivals and regions ethnic wear. We’ll also offer custom and made-to-order options, even for a single piece, making our offering truly personal and unique. Our model is modular allowing for cultural preferences, price sensitivity, and retail behavior across regions. We will localise the assortment, storytelling, and experiences while staying rooted in our global brand DNA.
What is the in-store customer experience you aim to deliver?
We want our stores to be multi-sensory spaces—immersive, calm, and impactful. Each store will offer:
- Touch-and-feel fabric zones
- Transparent sustainability displays
- Comfort try-on spaces
- QR-based brand stories
- Self checkout POS.
- Smart trail room
- Wellness-driven music, aroma, and atmosphere
How does technology play a role in your retail operations or customer journey?
Technology plays a vital role in enhancing both our retail operations and the overall customer journey. At Roar for Good, we leverage AI-powered tools for smarter inventory and demand planning, ensuring that our supply chain remains efficient and responsive to customer needs. Our integrated CRM and loyalty programs allow us to build meaningful relationships with our community, offering personalised engagement and rewards. To further our mission of conscious consumption, we use QR-code based touchpoints that educate customers about the sustainability of each product, promoting transparency and awareness. Additionally, our Shopify-based backend provides a unified platform to manage both online and offline operations seamlessly, delivering a consistent and convenient shopping experience across channels.
Are there any new product categories or collaborations in the pipeline?
Yes, several exciting launches are on the horizon:
- Bamboo bed and bath collection
- 0–24 months infant line in bamboo and micro modal
- Roar Ethyncy – a modern take on regional artisanal wear with a sustainability lens
- Collaborations with eco-activists, artists, and designers are also being planned.
Where do you see the brand five years from now?
We see Roar for Good as a pan-India brand with international footprints, a community of purpose-driven buyers and sellers, and a leader in sustainable fashion retail. With hundreds of touchpoints and an evolved product range, we aim to be India’s most admired lifestyle brand rooted in purpose.
