Devo, an exclusive premium ethnic wear initiative by Siyaram’s, was launched in October 2024, heralding a new era in contemporary Indian menswear. Rooted in tradition yet crafted for the modern man, Devo’s collections span sherwanis, kurtas, bandhgalas, and Indo-Western ensembles, blending artisanal finesse with modern silhouettes. Within just a year, Devo has expanded to 13 exclusive stores across eight major North Indian cities, establishing itself as a leading name in high-end ethnic wear.
Backed by the legacy of Siyaram’s, one of India’s foremost textile and fashion conglomerates with over four decades of excellence, Devo draws strength from its parent brand’s unmatched expertise in fabrics, design innovation, and sustainable manufacturing.
Over the past year, Devo has experienced a dynamic shift in its consumer profile, attracting a younger, style-conscious audience that seeks contemporary interpretations of Indian elegance.
Today’s Devo man is experimental; exploring new silhouettes, vibrant palettes, and layered ensembles that merge bespoke sophistication with modern sensibilities. With Siyaram’s vast production capabilities, deep retail experience, and enduring trust, Devo champions a nuanced balance of tradition and modernity, setting new benchmarks in craftsmanship and style.
Adapting to the New-Age Menswear Aesthetic
Devo leads the evolution of men’s ethnic fashion by embracing experimentation as a central design philosophy. Rooted in a strong ‘Made in India’ ethos, the brand celebrates the richness of Indian craftsmanship while infusing it with global sophistication and confidence, creating a wardrobe that reflects the modern Indian man’s expressive spirit.
“Devo’s designers keep collections fresh by merging innovative fabrics, contemporary silhouettes, and modern detailing—ensuring relevance while honouring authentic Indian roots. Whether it’s gender-neutral fashion, elevated basics, or occasion-driven dressing, Devo adapts seamlessly, offering bold new expressions balanced by unmistakable Indian heritage,” says Gyan Prakash Srivastava, Brand Head, Devo.
Instead of concentrating on one top-performing category, Devo addresses a wide range of occasion-wear needs for men aged 18 to 75. “Its true strength lies in versatility—creating ensembles that seamlessly fit every celebration, from intimate festive gatherings to grand wedding affairs,” he adds further.
Crafting Individuality: Personalisation as the New Luxury
At Devo, the brand’s exclusive retail model ampliȃ es personalisation, as each customer receives expert guidance, from bespoke styling to perfectly tailored ensembles. “This personalised approach, delivered through attentive service and meticulous craftsmanship, cultivates memorable experiences and lasting relationships, making every Devo ensemble uniquely meaningful for its wearer,” notes Srivastava.
Tech-Enabled Styling
Devo continues to integrate advanced technology to elevate every aspect of the customer journey. Leveraging AI, AR/VR, and data analytics, the brand uncovers deeper insights into consumer behaviour, evolving fashion preferences, and emerging regional trends, enabling more informed design and engagement strategies. This technological edge enables Devo to curate collections with precision, enhance in-store and digital journeys, and create engaging, relevant touchpoints for its discerning clientele.
“As a young brand, our current focus is on establishing a strong foundation and refreshing our collections each season. The collaborations are an exciting avenue as well, but they are not part of our plan at the moment,” says Srivastava.
Festive Moments, Fashion Movements
For an occasion wear brand, weddings and festive seasons are the heart of the business. Devo is no different as it enhances the sales strategy and the creative direction. “For weddings and grand celebrations, the focus remains on key categories like sherwanis, Indo-westerns, suits, and Jodhpuries, which are timeless styles defining the modern groom and his entourage. For more intimate gatherings and festive occasions, we curate a range of elegant kurta sets, jackets, and shirts that blend comfort with contemporary design. Each collection is thoughtfully designed to reflect the diversity of Indian celebrations — with versatile colour palettes, intricate embroidery, and rich textures that capture the spirit of every occasion,” explains Srivastava.
Building Connections Through Digital Storytelling
Digital storytelling plays a crucial role in building Devo’s identity. The brand uses social media to showcase the craftsmanship behind the collections, styling inspirations, and the Made in India philosophy. Influencer content helps them connect authentically with audiences who look for aspirational fashion cues. The brand’s content focuses on storytelling not just products celebrating men who embody confidence, culture, and individuality.
Expanding Horizons: Winning the New Fashion Frontiers
As tier 2 & 3 cities emerge as key fashion destinations, Devo emphasises delivering an immersive and standardised shopping experience across all its stores, ensuring that customers everywhere enjoy the same premium service and brand engagement.
“Additionally, we invest in localised marketing and influencer collaborations that resonate with community values and festive occasions specific to each region. This helps us build meaningful connections and brand loyalty in these emerging tier 2 & 3 markets,” concludes Srivastava.
In coming five years, the brand aims to strengthen its retail footprint across key Indian cities while positioning itself as a bridge between Indian tradition and global sophistication — carrying the spirit of ‘Made in India’ to a worldwide audience.
