Roar For Good (RFG), a sustainable lifestyle fashion brand nearly four years in the making, is moving into a new phase of growth centred on physical retail. The brand plans to have 15 stores in India by March 2027.
RFG currently operates five stores in India, in Bareilly, Patiala, Udaipur and Jaipur, with two of them in Jaipur. Two more are being fitted out, and Bengaluru, Raipur and Kolkata are among the markets targeted for further expansion.
Why physical stores
For RFG, the retail push is about more than a bigger footprint. The brand says stores bring it closer to consumers and let them experience products directly. Fabric, texture, fit and craftsmanship are hard to judge online, and stores also allow customers to discover the story behind the materials and the brand. Each store is meant to be not just a point of sale but a place where consumers can connect with RFG’s philosophy and its collections.
Built on sustainable materials
The brand says it focused on building foundations before scaling. It has developed products using hemp, organic cotton, bamboo, Tencel, banana fibre, micro modal and jute, and it has its own product development and sampling capabilities.
RFG’s philosophy is “WEAR THE CHANGE,” and its guiding principle is that making better choices is never losing style. The brand says sustainability goes beyond a label, covering product development, material selection, packaging, retail and customer relations. Even its dialogue-box logo reflects this, as an invitation to be challenged, to have discussions and to find alternatives that align with a more responsible way of life.
Widening the range
RFG is also expanding its product range to reach new consumers and occasions:
- Holiday collections: Curated collections and gifting options are intended to introduce customers to the brand.
- Winterwear: This is a key category, particularly in northern regions of the country.
- CUB TALES by RFG: The brand’s line for children and babies, which takes its conscious-living philosophy to younger consumers and families, is being prepared for launch.
- Athleisure: Men’s and women’s athleisure will launch in February 2027, aimed at a new generation of consumers in the fitness, travel, leisure and everyday wear categories.
These launches are part of a broader shift from a sustainability-oriented fashion label to a “high-tech” lifestyle brand offering a more conscious approach to living.
Local marketing, national ambitions
RFG says building a national brand depends on connecting with local communities. It plans to expand store-level marketing through local creators, influencer relationships, user-generated content, community partnerships and events. The aim is to build each store’s identity in its local market while keeping it part of the wider RFG brand.
These efforts will run alongside digital marketing, content creation, public relations and performance marketing. The company says it wants to establish a consistent retail and marketing model that supports every store in promoting RFG across India.
The road ahead
The coming months include new product lines, seasonal collections, winterwear, CUB TALES, the January End-of-Season Sale and the February athleisure launch.
RFG says the larger challenge for sustainable fashion is making responsible choices attractive to mass consumers while keeping them commercially viable. That takes more than innovative materials, it says, requiring thoughtful product design, a fair price, an integrated retail experience and a clear brand philosophy.
With 15 stores targeted by March 2027, RFG says its goal is to be a fashion brand that is responsible in everything you wear.
