A unit of Rajesh Rayon Silk Mills Ltd. RR-Lene is one of the most understated companies in the dress material industry. But it's a trusted brand, regarded highly among clothiers and fabric merchants.

The company has an inherent modest bearing, as its promoters highly regard and respect Indian culture and its values. The very Indian trait that busts the herd mentality and reinforces one's belief in doing your own thing is well utilized to the brand's advantage. As the readymade garment market was booming as well as replacing tailored outfits, the brand was positioned to promote the habit of getting outfits tailored as: