Manyavar, Mohey target younger consumers

Vedant Fashions is targeting the younger audience for its ethnic wear brands: Manyavar and Mohey. Manyavar’s current ‘Parivar Ravivar’ campaign also works to this end. The brands are also standardising the fabrics used across all products. They are designing new chemical formulations for fabrics to increase uniformity and the overall feel of textiles. This follows standardisation and organisation of India’s ethnic wear market where branded apparel occupies a greater share of the market.

Manyavar currently has 650,000 sq-ft of retail space which comprises over 500 stores that include over 50 flagship stores and 12 international stores. Mohey is available at over 50 multi-brand outlets across India.

Ravi Modi launched Manyawar in 1999 as a men’s ethnic clothing brand under the parent company Vedant Fashions. Manyawar specialises in wedding wear and occasion wear and is one of India’s leading brands in the category. Mohey launched by Vedant Fashions in 2016, as a women’s traditional occasion wear label retails garments including lehengas, saris, and kurtas.