The royal city of Patiala welcomed a seamless blend of Bollywood presence and Indian craftsmanship as Siyaram’s DEVO store was inaugurated by Gaurav Poddar, Executive Director – Siyaram Silk Mills Ltd alongside renowned actor and philanthropist Sonu Sood at Bhupindra Road.
The store marks a key milestone in the brand’s expansion journey.
Made of India, Crafted for Every Occasion
DEVO, a premium Indian men’s occasion wear brand and a strategic retail initiative by Siyaram’s, envisioned to bring together India’s rich sartorial heritage with contemporary design for the modern Indian man. Guided by the philosophy of ‘Made of India’, DEVO celebrates cultural legacy through thoughtfully crafted collections designed for men and their most meaningful moments.
The brand offers an extensive range of hand-embroidered sherwanis, Indo-Western ensembles, Jodhpuris, kurta-pyjamas, tuxedos and complementing accessories—curated for occasions spanning intimate poojas to grand weddings.
Craftsmanship Meets Contemporary Design, Backed by Siyaram’s Legacy
DEVO’s collections place strong emphasis on artisanal craftsmanship, regional techniques and traditional handwork, reimagined through refined, modern silhouettes. Textured fabrics, intricate embroidery and culturally inspired detailing define the brand’s design language, with each garment honouring the skill and heritage of Indian craftsmen while aligning with contemporary style sensibilities. Backed by over four decades of Siyaram’s textile legacy, DEVO represents the group’s evolution into premium retail—translating fabric excellence into elevated menswear for Indian celebrations.
Speaking on the occasion, Gaurav Poddar, Executive Director – Siyaram’s, said, “DEVO is built on the belief that great occasion wear begins with great craftsmanship. Punjab has emerged as an exciting market for us, and the strong response in Jalandhar reaffirmed the region’s appreciation for refined, craft-led menswear. Patiala, with its rich cultural heritage and discerning audience, is a natural home for DEVO, and we look forward to building deeper connections with customers here.”
Sharing his thoughts, Sonu Sood said, “Patiala is very close to my heart. I have shot several films here, and every visit brings a deep sense of warmth and belonging. The culture, heritage and people of this city are truly special. DEVO’s approach to honouring tradition through modern design feels authentic, and I am confident Patiala will embrace the brand wholeheartedly.”
Strengthening Regional Presence
With the launch of its Patiala store, DEVO continues to expand across culturally significant and occasion-led markets, strengthening its presence in Punjab while championing Indian craftsmanship, regional artistry and thoughtfully designed menswear for today’s celebrations.
