Initial success did not quell the flame of passion and innovation. In fact, it fuelled it further and Rixo, Roshini went on to diversify into several ground-breaking range of products such as women’s fancy sarees, salwars, kurthi, leggings and kids wear. To leverage this rapid growth, Rixo, Roshini launched other specialist ranges that remain our niche collections to this day. These include the Onam festival collections, Kerala traditional sarees and the Vivaha or wedding collection. Other regional wear such as set mundu and apparel for Vishu festival also form an integral part of this collection. These products give us the competitive edge by enabling us to cater to specific demographics such as Keralite women, women about to get married or the local men. This lets us freely exercise our creativity which would be limited in case of standard or generic products.

Our focus has always been to deliver trendy and quality apparel to our customers. Our untiring dedication to satisfying our customer’s needs has helped us build a broad and loyal customer base. We give great importance to our marketing as means to communicate effectively with our customers. This allows us to gauge customer response and modify our product strategies accordingly. Our communication tactics are novel and creative and meant to attract customers by the use of popular and relevant trends such as names of local or regional movie stars. This way our own reputation will be linked directly to that of the star and build a positive image.

Thanks to the joint effort of the management and our staff, we have achieved a permanent place in the heart of our employees while positively impacting their lives and lifestyle.