Provogue revives early-2000s brand equity with launch of new digital campaign

Legacy fashion label Provogue has launched its digital campaign 'OGs Ka Comeback', reuniting with actor Fardeen Khan to drive its operational push into fashion-led luggage and travel accessories.Following its 2025 re-launch under new promoter ownership, the brand recorded an Annual Recurring Revenue (ARR) of Rs 25 crore within its first 10 months of operations, delivering over 25,000 gross orders across direct-to-consumer (D2C), e-commerce, and quick-commerce platforms.By reframing travel gear as an extension of personal style rather than a pure utility purchase, Provogue targets young millennial and Gen Z demographics who shop predominantly through online channels.

Scaling multi-category ambitions

To capture growing domestic travel demand, Provogue introduced a 145-SKU portfolio spanning trolley bags, backpacks, and customizable travel items through its direct platform.The company targets a Rs 300-crore top line over a three-year horizon, supported by an upcoming rollout into brick-and-mortar modern trade.Connecting our established brand legacy with a fashion-first travel line addresses a segment that historically prioritized utility over aesthetics, states Pravin Prabhakar, CEO, Provogue.Managing omni-channel distribution logistics while preserving product margins remains a key strategic mandate as the brand broadens into adjacent lifestyle categories.

Digital-first fashion expansion

Relaunched in 2025 under new ownership, Provogue is an Indian fashion and lifestyle brand specializing in travel gear, apparel, and personal accessories. Originating in 1999 as a youth fashion label, the company leverages D2C and quick-commerce platforms to target Rs 300 crore

in revenues through expanded multi-channel retail operations.