The royal city of Patiala witnessed a refined blend of Bollywood presence and Indian craftsmanship as renowned actor and philanthropist Sonu Sood inaugurated the DEVO store at Bhupindra Road, Patiala, marking an important milestone in the brand’s expansion journey.
The store was inaugurated by Sonu Sood along with Mr. Gaurav Poddar, Executive Director – Siyaram Silk Mills Ltd. DEVO is a premium Indian men’s occasion wear retail brand and a strategic initiative by Siyaram’s, envisioned to bring together India’s rich sartorial traditions with contemporary design for the modern Indian man.
Guided by the philosophy of “Made of India,” DEVO celebrates the country’s cultural heritage through thoughtfully crafted collections made for men of every moment. The brand offers a diverse range of hand-embroidered sherwanis, Indo-Western ensembles, Jodhpuris, kurta-pyjamas, tuxedos, and complementing accessories, catering to occasions ranging from intimate poojas to grand weddings.
DEVO’s collections place a strong emphasis on artisanal craftsmanship, regional techniques, and traditional handwork, reinterpreted through refined, modern silhouettes. Textured fabrics, intricate embroidery, and culturally inspired detailing define the brand’s design language, with each garment honouring the skill and heritage of Indian craftsmen while aligning with contemporary style sensibilities.
Backed by over four decades of Siyaram’s textile legacy, DEVO represents the group’s evolution into premium retail—translating fabric excellence and craftsmanship into finished menswear designed for elevated Indian celebrations.Speaking on the occasion, Mr. Gaurav Poddar, Executive Director – Siyaram’s, said that DEVO is built on the belief that great occasion wear begins with great craftsmanship.
Punjab has emerged as a very exciting market for us, and the strong response in Jalandhar reaffirmed the region’s appreciation for refined, craft-led menswear. Patiala, with its rich cultural heritage and discerning audience, is a natural home for DEVO, and we look forward to deepening our connection with customers here.
Sharing his thoughts, actor Sonu Sood said Patiala is my birthplace, and it is incredibly special to be here. I was born right here at Rajindra Hospital, Patiala, so this city is deeply rooted in my identity. I have shot several films here, and every visit brings a deep sense of warmth and belonging. The culture, heritage, and people of this city are truly special. DEVO’s approach to honouring tradition through modern design feels very authentic, and I am confident Patiala will embrace the brand wholeheartedly.
With the launch of the Patiala store, DEVO continues its expansion across culturally significant and occasion-led markets, strengthening its footprint in Punjab while championing Indian craftsmanship, regional artistry, and thoughtfully designed menswear for today’s celebrations.