Rakesh Jallipally, who had joined Flipkart as Vice President just last year (July 2024) has been appointed as CEO of Pepe Jeans India. His appointment marks more than just a leadership transition—it’s the rise of a homegrown fashion strategist with rare depth in both legacy retail and new-age digital commerce.
In March 2025, the CEO’s chair at Pepe Jeans India fell vacant when Manish Kapoor moved on to lead Marks & Spencer India. And now, with Rakesh Jallipally’s entry, Pepe Jeans India gains a leader uniquely equipped to take the denim and lifestyle powerhouse into its next growth chapter.
“I’m really thrilled to be joining Pepe Jeans India, a brand that has continually redefined denim and casual wear for millions of Indian consumers. I can’t wait to collaborate with the talented team here to enhance the brand’s presence, broaden our market reach, and connect more deeply with our diverse customer base. Together, we’re looking to build on Pepe Jeans’ iconic legacy and unlock the next phase of growth for our business in India,” Rakesh Jallipally told IMAGES Business of Fashion’s R S Roy in an exclusive interaction.
A Mind Trained in Tech & Strategy
A native of Hyderabad, Rakesh earned a B.E. in Electronics & Communications from Osmania University before completing his PGDM in Marketing & Strategy from the Indian Institute of Management, Lucknow (IIM-L) in 2007. This blend of engineering precision and strategic insight set the tone for a career that has spanned almost two decades across Indian fashion’s most dynamic companies.
From Raymond to Arvind – Shaping Fashion Retail
Rakesh cut his teeth at Raymond, managing channel sales and retail operations across the South. By 2011, he was overseeing Raymond suiting’s distribution across five southern states—a role that sharpened his skills in on-ground execution, collections, and dealer networks.
In 2018, he joined Arvind Fashions, beginning as VP for key brands like USPA, Flying Machine, and Ed Hardy. He soon rose to COO, and in 2021, was named CEO. At Arvind, he drove brand turnarounds, boosted profitability, and expanded consumer touchpoints, both offline and online.
The AZORTE & Flipkart Chapters
From 2021 to 2024, Rakesh Jallipally was the founding head of AZORTE, Reliance Retail’s premium tech-infused fashion chain. Under his leadership, AZORTE scaled to over ₹500 crore in annual turnover in under two years, finalised 60+ new stores, and became a case study in blending experience, technology, and style.
He then transitioned to Flipkart in 2024 as Vice President, leading growth and innovation in fashion e-commerce—deepening his grip on omni-channel strategy, consumer behaviour, and digital-first merchandising.
What He Inherits at Pepe Jeans India
Now, as CEO of Pepe Jeans India, Rakesh Jallipally inherits a brand with strong global equity and deep Indian roots—but one seeking fresh energy and sharper execution.
- FY 2023–24 Revenue: ~ Rs 550 crore
- FY 2024–25 (Estimated): Rs 638 crore
- Retail Footprint: Over 200 stores, with a vision to touch 300 in 3 years
- Online Contribution: ~22% of business, expected to scale to 30–35%
- Profitability: EBITDA margins of 6–12%; positive CRISIL ratings
- Operations & Tech: Modern backend stack (SAP, Salesforce, GoKwik), positioning it for scalable omnichannel growth
What’s Expected of Him
Pepe’s new CEO is expected to:
- Steer toward Rs 1,500 crore revenue by FY27–28, growing at 18–20% CAGR
- Turbocharge online and app-led sales, capturing the Gen Z and millennial base
- Expand store footprint into Tier II/III markets, while maintaining metro-mall dominance
- Sharpen brand storytelling and marketing edge for youth and denim segments
- Broaden category plays—from women’s wear to accessories and lifestyle essentials
Why Rakesh Jallipally is the Right Choice
Rakesh Jallipally combines legacy brand wisdom with new-age agility. He’s led turnarounds, built formats from scratch, and understands the full stack of consumer engagement—from multi-brand retail to curated brand experience to last-mile e-commerce.
At Pepe Jeans India, he’s not just inheriting a brand—he’s being handed a canvas to paint a new growth story. One that aligns heritage with high street flair, denim with digital, and global recognition with Indian ambition.
