Published on: July 30, 2026
Raymond Lifestyle has appointed global management consulting firm AT Kearney to manage its ongoing integrated agency review, marking a significant step in the company’s broader marketing transformation strategy.
The review follows Raymond Lifestyle’s recent decision to invite pitches for its integrated creative and media business, a mandate that industry estimates value at more than ₹300 crore in annual billings. The scope includes creative, media planning and buying, digital marketing, social media, content, and other integrated marketing services, with several leading network and independent agencies participating in the process.
According to industry sources, AT Kearney will oversee the evaluation process, assess participating agencies, and advise Raymond Lifestyle on selecting its long-term marketing partner. The growing use of independent consultants in major agency reviews reflects advertisers’ increasing focus on transparent evaluations, strategic alignment, and long-term business partnerships.
The appointment also aligns with the strategic direction being driven by Chief Executive Officer Satyaki Ghosh. Since assuming leadership earlier this year, Ghosh has been steering organisational and brand transformation initiatives. During a post-earnings interaction, he had indicated that the company had completed the selection process for a leading consulting firm to help shape its long-term business strategy.
Industry executives believe the review extends beyond a conventional agency pitch. Agencies are reportedly being assessed on their integrated capabilities, including data-driven marketing, commerce expertise, consumer experience design, digital transformation, and overall brand-building capabilities.
“The company is not merely looking for an advertising agency. It is evaluating partners who can support a broader brand transformation agenda across multiple consumer touchpoints,” said a senior executive familiar with the process.
Another industry executive noted that consultant-managed reviews typically place greater emphasis on strategic capabilities, commercial models and measurement frameworks than on creative credentials alone.
The review comes during a period of organisational change for Raymond Lifestyle. The company recently appointed former Hindustan Unilever executive Kalpana Singh as Chief Marketing Officer to lead its marketing and brand strategy.
Under its refreshed leadership, Raymond Lifestyle is focused on strengthening its premiumisation strategy, expanding omnichannel marketing initiatives, and enhancing digital consumer engagement. The company also aims to further differentiate brands such as Raymond, Park Avenue, ColorPlus, and Raymond Ready-to-Wear through a more integrated marketing and media approach.
Industry observers view the Raymond mandate as one of the largest integrated agency opportunities in the Indian advertising market this year. While several leading network agencies and independent firms remain in contention, the final shortlist is expected to evolve as AT Kearney’s evaluation process progresses.
The review is expected to conclude in the coming weeks, although the timeline may change depending on the consultant’s assessment process and the completion of commercial discussions.
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