Aryan Khan Calls Dad Shah Rukh ‘Marketing Genius’, Shares His Business Advice

Aryan Khan believes he made a wise decision by starting his luxury apparel brand, D’YAVOL X, alongside his father, Shah Rukh Khan. In a recent interview, Aryan shared that Shah Rukh’s presence has greatly influenced his journey as an “entrepreneur and a fashion innovator.”

Posing with Shah Rukh for D’YAVOL’s latest collection on the cover of ‘L’Officiel Arabia’, Aryan discussed his father’s impact on his life. Praising Shah Rukh’s influence in their joint venture, he said, “My father is perhaps one of the smartest marketing minds, apart from being deeply connected to audiences and is himself a global fashion trendsetter. He is also extremely levelheaded and always makes us take a step back and look at the bigger picture when we are stuck in the weeds.”

Reflecting on his father’s role in shaping his entrepreneurial mindset, Aryan explained, “While being an actor is my father’s primary profession, what sets him apart is his diversification into other fields, whether it is sports, VFX, or film and television production. Even though I use the words ‘primary profession’ for his role as an actor, my father would see all his various roles with the same dedication and passion. Giving a hundred percent to everything you do, no matter how big or small, is what my father has imbibed in me.” As an entrepreneur, Aryan aspires to be “rigorous, meticulous, and extremely detailed” in all his endeavors.

Founded in 2023, D’YAVOL X made headlines for its premium pricing. Last May, when fans raised concerns about the high costs, Shah Rukh humorously responded. One fan wrote, “Ye D’YAVOL X ke jacket thoda sa 1000-2000 wale bhi bana do… Wo wale khareedne me to ghar chala jayega (Could you make the jacket around ₹1000-₹2000? I’d have to sell my house to afford it).” Shah Rukh replied, “Yeh D’Yavol X wale log mujhe bhi sasti nahi bech rahe….kuch karta hoon! (They’re not even giving me a discount… Let me do something).”