Manyavar to open more exclusive brand stores, take count to 80

Manyavar the well known Indian men’s ethnic wear brand is betting big on the wedding market. The brand is launching a new Spring/Summer ’10 collection and opening more exclusive stores in various cities to reach their niche clientele across India. “The new Spring/Summer

’10 collection is an amalgamation of the true spirit of exploration with hardcore consumer viability and is targeted for various age groups,” says Mohit Tikmany CEO, Vedant Fashions. The new occasional wear collection has interesting color schemes and exquisite craftsmanship and cuts, “the brand is trying to give a lot of things in the new range,” says Tikmany.
The new range symbolizes the marriage of Indian royal heritage keeping in mind international trends. “One has to redeem ones traditional values and also focus on the fashion aspect and what people want. We have designed the new collection with all this in mind,” says Tikmany.
The brand, which has 35 per cent share of the total ethnic wear market in India, is betting big on it. “We started with ethnic wear and that remains our focus even now. We are working with a lot of retail chains, MBOs and big format stores, since customers want everything under one roof,” explains Tikmany. That is why even the shirt they make is not a normal shirt; it’s a party wear shirt with embroidery or embellishments. Similarly, the suits have an ethnic look. Even the Indo-western wear are ethnic.
At the moment, the company has around 68 exclusive brand outlets and by March 2010 that want to increase it to 75 to 80. Manyavar is also present in 500 MBOs and large formats stores like Globus, Shoppers Stop, Westside, Lifestyle, Pantaloons, Central. Recently, the company had tied up with Madura Garments to sell their collection through Planet Fashion retail chain.