Published
Sep 25, 2018
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Biba looks to expand market share in India's ethnic wear segment

Published
Sep 25, 2018

The ethnic wear brand Biba aims to increase its market share in India's ethnic wear segment from one percent to between four and eight percent with a top-line of over Rs 3,000 crore ($451 million).

Biba will continue to expand into the largely unorganised ethnic wear market - Biba- Facebook


Siddharth Bindra, the Managing Director of Biba and son of the brand’s founder, Meena Bindra, aims to continue to expand the brand into the largely unorganised ethnic wear market.

Despite being one of India’s best known ethnic wear brands, Biba has only one percent of the total market share. Part of the reason for this is that the market is mainly made up of small businesses and is largely unorganised. However, Bindra believes that this is changing as he told Forbes in an interview.

“I think fashion is ever evolving,” said Bindra.

“The market opportunity keeps getting larger and larger. Ethnic wear is still a very unbranded space. There’s a lot of consumption yet to happen.”

Bindra elaborated, “If you take the top brands globally, they control between 4 and 8 percent of the market share. That’s what we should target… That would take the topline over ₹3,000 crore.”

The brand currently has a one percent market share according to Bindra and a top-line of Rs 500 crore so this would be a large expansion for the business.

Biba, which means “pretty girl” in Punjabi, was launched by Meena Bindra in 1982. The brand has since grown from a one-woman home-run business to an international brand. Last year, the brand produced over six million garments.

The brand has 260 stores in 100 cities in India and is also present in Nepal. Biba will open around 200 more stores in the next three years.

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