With a legacy spanning 174 years, Arrow stands as one of the most iconic names in menswear, both globally and in India. Founded in 1851 and introduced to the Indian market in 1993, the brand has long been synonymous with sharp dressing, impeccable craftsmanship, and a distinctly American heritage that defined the modern professional’s wardrobe. From pioneering innovations such as the detachable collar to revolutionising workwear with wrinkle-free formals, Arrow has consistently set benchmarks in shirt-making and tailoring excellence.
In India, Arrow’s influence extends far beyond the boardroom. While it built its reputation as the go-to brand for refined formalwear, its evolution mirrors the changing aspirations of the Indian man. Today, Arrow offers a comprehensive lifestyle wardrobe that spans crisp formal shirts, structured blazers, tailored trousers, elevated occasionwear, and a fast-growing smart-casual range designed for contemporary living. This shift from a pure formalwear authority to a versatile lifestyle brand marks one of Arrow’s most significant milestones.
At the heart of this transformation is the brand’s commitment to innovation; seen in performance-led fabrics like AutoPress wrinkle-free shirts and AutoFlex stretch trousers that blend comfort, style, and utility. Supported by a strong retail presence with over 200 exclusive stores and more than 1,000 multi-brand outlets across 109 cities, Arrow continues to shape how Indian men dress for work, leisure, and celebration.
As fashion sensibilities evolve, Arrow’s ability to balance heritage with modernity keeps it deeply relevant. It remains a trusted companion for men who value elegance and consistency, while its refreshed lifestyle positioning ensures it speaks to a new generation seeking effortless sophistication.
Speaking exclusively to IMAGES Business of Fashion, Anand Aiyer, CEO, Arrow (Business Unit) sheds light on Arrow’s enduring heritage while exploring how India’s menswear landscape has transformed, touching upon the most relevant trends and market developments.
Menswear retail is becoming more experimental. How is Arrow adapting to trends like gender-neutral fashion, elevated basics, or occasion-driven dressing?
At Arrow, we’ve taken a strategic call to move from being a pure-play formalwear brand to a modern menswear lifestyle brand. Our portfolio now spans formalwear, smart casuals and occasion wear so elevated basics, transitional styles and event-ready dressing are already a big focus.
For example, one previous campaign, ‘Every Special Moment Deserves an Arrow’, with Hrithik Roshan spotlighted the versatility of wardrobe staples, wrinkle-free shirts, knit blazers and tied into the idea that every moment, personal or professional, deserves stylish dressing. And our latest campaign, ‘Tailored for the Good Life’ with Vedang Raina and Khushi Kapoor further brings this to life: heritage meets modern living, style meets ease.
While our core remains men’s formalwear, we are absolutely embracing experimentation in silhouette, fabric technologies and styling to stay relevant to today’s confident and expressive male consumer.
How has your consumer profile evolved in the past year—are you seeing new demographics or preferences shaping your business?
In the past year, we’ve seen a very interesting shift. The young Indian man, especially in the 30-35 age group is more expressive, digitally native, and extremely aware of global trends. They are not buying clothes for utility anymore; he’s buying to communicate identity.
Today’s men want versatility: pieces that transition from boardroom to brunch to evening. They want authenticity and values what the brand stands for. And this shift is pushing us to think beyond formalwear and curate more lifestyle-driven collections.
What role does personalisation play in your brand strategy, whether in-store experiences, online journeys, or product design?
Personalisation is becoming essential. For us, it starts with curated in-store styling, our store teams are trained to decode a customer’s style DNA and help them put together looks. Online, we’re working on strengthening product recommendations and fit-based discovery.
At a product level, our innovations like AutoFlex trousers and wrinkle-free shirts are built on very real consumer insights; comfort, mobility and low-maintenance garments are non-negotiable for today’s man.
How is technology(AI, AR/VR, or data analytics) shaping the way you curate collections and engage customers?
Today’s buying journey starts long before a store visit; it begins on social media, with reels, influencers and peer recommendations. Hence, data analytics play a crucial role for us in understanding buying behaviour and planning assortments.
On the product side, we continue to invest in fabric and performance technologies. And as we scale, we are evaluating AI-based recommendation tools and immersive digital experiences that can add value to both online and in-store journeys.
As collabs gain momentum across the industry, do you see Arrow venturing into designer tie-ins, celebrity capsules, or exclusive limited-edition launches?
Collaborations are definitely an exciting space. For Arrow, the key is authenticity, any partnership must strengthen the brand’s voice and connect meaningfully with our consumer.
We are exploring limited-edition drops and the right creative or cultural partnerships, and you will see interesting announcements from us in the coming seasons.
In what ways do festivals, weddings, and cultural celebrations influence your sales approach, and how do you tailor collections to suit these occasions?
Seasonal and cultural moments are central to our product strategy. Our collection development begins with a deep dive into our merchandising mix, calendar and the evolving occasionwear landscape. We closely study industry trends such as the rising prominence of layering which inspired the launch of our elevated workwear line, Elixir.
For the current wedding season, we’re spotlighting our refined range of suits and blazers, designed for modern celebratory dressing. As we move into summer, we pivot towards light, breathable fabrics like linen and cotton. The polo t- shits and chino’s are more in quantum. In the suits and blazer category we have lightweight suits for the season.
Every collection we introduce is the result of meticulous evaluation, balancing trend relevance, product innovation and commercial viability to ensure Arrow consistently delivers timeless style with contemporary appeal.
How are you leveraging digital storytelling (social media, influencers, or content-driven campaigns)to enhance brand recall?
The modern consumer doesn’t connect with brands through product shots anymore, they connect through narratives. That’s why digital storytelling is fundamental to our strategy. We work closely with influencers and content creators whose lifestyles align with our brand ethos. Our campaigns focus on authenticity over perfection, real men, real moments, real style. This has significantly strengthened our engagement with younger audiences.
Which product categories dominate your menswear sales currently, and where do you foresee major growth opportunities in the near future?
Our strongest performers continue to be Arrow’s signature elevated formal wear that is a blend of innovation, functionality and comfort. We are also witnessing encouraging momentum in our suits and blazers category, driven by a renewed demand for sophisticated formalwear.
Looking ahead, we see high-growth potential in performance-driven workwear and premium occasionwear. As lifestyles evolve, consumers are seeking versatile wardrobes that transition seamlessly across work, travel, and celebration.
Tier II and III cities are becoming major fashion hubs. What strategies are you adopting to capture these markets?
Tier II and III cities are shaping the next retail wave. Consumers there are aspirational, digitally engaged and extremely brand aware. Our strategy includes expanding our exclusive brand store network, curating assortments that reflect local preferences, and strengthening omnichannel models such as buy-online-pick-up-in-store. Local influencer collaborations & Hyper local marketing is also a powerful driver in these markets.
What’s your approach to pricing and value positioning—especially in an era where consumers are both aspirational and price-conscious?
Today’s consumer is both value-conscious and quality-seeking. He’s not looking for the cheapest product, they are looking for the most meaningful one. Our pricing reflects accessible premium: high-quality fabrics, meticulous construction, and innovation at price-points that justify their long-term value. We are also very mindful of offering strong entry and mid-range options while elevating our premium portfolio.
How do you see the interplay between casualwear, workwear, and occasionwear evolving in the Indian menswear market?
The lines between workwear, casual wear and occasionwear have blurred completely. The modern Indian man wants pieces that move fluidly across occasions. That’s why Arrow’s portfolio is structured around three pillars: formal, smart casual and occasion wear, giving men a wardrobe that adapts to their dynamic lifestyles.
How do you approach customer feedback and integrate it into product development or brand strategy?
Every product innovation at Arrow is born from listening and analysing the market trends. Our wrinkle-free shirts, stretch trousers, mobility-friendly fits came directly from customer insights. We actively track feedback across stores, digital reviews and social conversations, and this shapes everything from product design to store experience to category expansion.
What’s your five-year vision for the brand, and how do your expansion plans fit into the Indian and international menswear space?
Over the next five years, our vision is to strengthen Arrow’s position as the most trusted brand in the premium menswear segment. Rooted in elegant craftsmanship yet consistently evolving with the modern consumer. In India, we are focused on expanding our footprint across key metros as well as high-potential Tier II and III markets, ensuring the Arrow experience is truly accessible nationwide.
Internationally, we are already present in the UAE, Sri Lanka, Bangladesh, and Nepal, and we aim to deepen our presence in these markets while exploring select new geographies. Our expansion strategy is built on balancing global sensibilities with local preferences, allowing Arrow to remain relevant and aspirational across regions.
At a Glance
| Best Selling Categories | Formalwear, Smart Casuals and Occasion wear |
| EBOs | 200 |
| MBOs | 1,000 |
| Pan India Presence | 109 Cities |
| International Presence | UAE, Sri Lanka, Bangladesh, and Nepal |
