Raghavendra Rathore: Defining India Modern

The all-white kurta and chadra that actor, singer and style icon Diljit Dosanjh wore on the Jimmy Fallon show received as much love from fans as his G.O.A.T performance. The outfit amplified Dosanjh’s image as a fashion-forward, stylish, humble, and rooted celebrity. Menswear designer Raghavendra Rathore put together the all-white look in luxurious fabrics to have Dosanjh stand out on the international platform.

“Diljit’s hands-on involvement in detailing the look added a personal touch, making each piece a meaningful representation of his heritage,” Rathore tells us. And that is what the designer’s eponymous label Raghavendra Rathore Jodhpur (RRJ), established in 1994, is best known for—creating bespoke outfits that resonate with the modern man. Celebrities including Amitabh Bachchan, Virat Kohli and Saif Ali Khan have all been dressed by Rathore. Even at Anant Ambani’s wedding celebrations, the billionaire family sported many of Rathore’s creations.

Rathore’s main inspiration is the Rajasthani city of Jodhpur and his royal roots. “With an 800-year legacy of family history, the rich heritage and profound influence of the Blue City form the cornerstone of our brand, infusing it with a deep sense of tradition and cultural pride,” he says. “Founded in 1994 at Mehrangarh Fort, RRJ was established to honour Jodhpur’s cultural legacy and to express our gratitude for its constant inspiration in design, aesthetics, and values. These elements underpin our philosophy of personalised and bespoke services for our patrons and clients,” he adds.

It’s from Jodhpur, a city with a rich polo history, where the brand’s staples come from. Rathore perfected his craft by training in international design at Parsons School of Design in Manhattan and the ateliers of DKNY and Oscar de la Renta. “The Jodhpur bandhgala and Jodhpur breeches, synonymous with the RRJ brand, have become global ambassadors of Indian fashion,” says Rathore. 

In 2019, when Reliance Brand Limited bought equi- ty in RRJ, the bandhgalas and breeches along with kurta sets, buttons, bowties and bracelets received international exposure. But unlike in womenswear, silhouettes in menswear are limited. How has Rathore then innovated his designs in the last three decades? “Unique details, contemporary cuts and handcrafted textiles breathe new life into these ensembles while maintaining their classic appeal,” says Rathore.

While the USP of the brand remains the same, the brand itself has seen a few changes in the last 30 years. When it launched, RRJ had a sizeable women’s collection as well. But almost a decade later, Rathore chose to focus on menswear. Then again in 2021, he launched a wom- en’s line. Today, there is a small collection of women’s bandhgala jackets, suits, dresses and even bridal wear on RRJ’s website. Also, while RRJ continues to emphasise bespoke, its website does sell pieces in small, medium, large, and extra-large sizes.

Of course, it’s imperative for any brand today to have a robust online presence. It’s where the younger generation of fashion-aware men are. “In recent years, there has been a shift towards embracing personal style rather than following fleeting trends,” says Rathore. Men are increasingly choosing a curated mix of traditional and contemporary fashion, prioritising elegance and self-expression. This reflects a deeper understanding of fashion as a means of showcasing individuality, with a preference for quality and heritage over mass-produced, trend-driven clothing. The accessibility of fashion through e-commerce and social media has further empowered men to define their unique style narratives,” he adds. 

“Timeless classics are always in vogue,” says Rathore. While many men are drawn to tech-infused fabrics that offer functional benefits for daily wear, traditional looks remain dominant, providing comfort that is suitable for all regions across the Indian landscape. 

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