Biba goes online to attract higher footfall

Ethnic wear brand Biba has unveiled its online platform to reach a larger audience while cashing in on the opportunities around ongoing festive season. As of now, the company witnesses 6-8 percent of its revenues from online sales.

Biba is retailed through 155 exclusive outlets across 65 cities, apart from presence in all major retail chains in the country like Shoppers Stop, Lifestyle and Pantaloons. The brand is also sold on e-commerce platforms like Jabong, Flipkart and Myntra. In November 2013, Kishore Biyani-led Future Lifestyle Fashion divested its stakes in Biba. The company had first acquired a 6.5 percent stake in the brand in 2007, which it gradually increased to 25.8 percent in 2011.

Biba, founded by Meena Bindra three decades ago, also formed a joint venture with fashion designer Manish Arora last year, to market his premium ethnic wear brand ‘Indian’. The company owns 51 percent stake in the venture. It is looking to ink more such partnerships with designers in the future.