Biba to spread retail network, open new stores

Popular women’s ethnic wear brand Biba is coming up with an opulent collection for the forthcoming wedding and festive season. It has a lot of colours both in bright and light shades, shimmer and glamour. The collection will have a variety of fabrics and silhouettes. “The fashion landscape is changing fast and following the trend. Innovations will continue to happen within brand. We will keep adding new product categories within the brand,” says Siddharth Bindra, Managing Director.

The brand’s latest collection is a unique combination of contemporary yet traditional designs which are bold, graceful yet casual and classic. The silhouettes are straight cuts, asymmetrical, multilayered kurtas, long flowy kurtas in experimental prints and whimsical patterns offering opulent looks for every mood and occasion in a rich and fresh colour palette that includes soothing shades of soft pastels and bright and vibrant hues like red, blue and yellow.

Creating in a niche in women’s wear

The brand was incepted by Meena Bindra who started the business in 1988, with a loan of Rs 8,000. She organised an exhibition with nearly 40 suits designed by her. The beautiful hand block prints got a fantastic response from local communities and many film stars. Benzer Departmental Stores, Mumbai became the first exclusive store to stock the brand’s garments and thereafter they started supplying to various stores.

Biba offers trendy, fashionable, ethnic wear at an affordable price. The brand offers end-to-end ethnic wear which include: formals, semi formals, mix and match and heavy occasional wear. They have also introduced many collections across categories and collaborated with top fashion designers like Rohit Bal and Manish Arora to expand their product line. The brand has also increased their bottom wear line which includes leggings, skirts, different types and lengths of pants and palazzos and shararas.

“The women’s ethnic wear segment is divided between traditional ethnic and Indowestern. Modern women are open to experimentation and want different styles and looks for various occasions from formal to evening wear. The urge to look trendy and fashionable have been the key growth drivers in women’s ethnic wear segment,” says Bindra.

The Spring/Summer 17 collection was inspired from various Indian textile and art forms. It is crafted out of comfortable, flowy fabrics and traditional weaves exemplifying modern silhouettes such as glorious *chanderis, chickankari*, modal and shibory.

Retail spread

The brand has been growing at a CAGR of over 30 per cent in the last 4 to 5 years. Currently it is available in 230 stores in 105 cities and is planning to open around 150 to 200 stores in next two to three years. It is present in all major retail chains in the country, including Shopper’s Stop, Lifestyle, Pantaloons and Central. It has also partnered with Jabong, Myntra, Flipkart and Amazon to retail on their online portals. Biba opened three standalone girls’ stores in Mumbai and Bangalore and is planning to open 10 to 12 more within the next 6 to 12 months. Biba exclusively caters to young girls aged 2 to 15 years. Their second brand Rangriti is currently available in 22 stores across the country and they plan to open 100 more Rangriti stores by next fiscal.