Entries RSSBiba: Making women smart
The story of the Biba brand in India can be regarded as one of the entrepreneurial initiatives achieving remarkable success in a very dynamic and competitive environment. Started in 1988 by an entrepreneur Meena Bindra to explore her creative talents, it became a rage in women’s ethnic wear retail by 2007.
Biba’, a Punjabi word meaning ‘a smart, good-looking woman’ was chosen as a brand name by Meena for starting a small 0venture. The humble wife of a formal admiral in the navy, Meena started this venture merely to use her free time designing and selling embroidered outfits from a small flat in Mumbai. But her simple, yet classic designs attracted women all over the country and soon Biba became the most influential women wear brand among middle class women.
Today, Biba is the only national brand for women’s’ ethnic wear available in 90 retail outlets across 20 cities; including 35 stand alone retail stores, 51 multi brand outlets and 20 retail outlets besides Shoppers’ Stop, Pantaloon, Lifestyle and Pyramid. The exclusivity and affordability were the key growth drivers for the ‘Biba’ label. Much more than just the shelf space selection went into this label’s success. To make the brand a grand success, a special design cell of four designers was set-up to assist the head designer, Meena. Biba’s strategy for the selection of stores also has been a key factor in its success. They have tie-ups with large stores and have a special corner for Biba at such stores. Also they have their dedicated outlets which retail specific designer lines. The turning point for Biba was film merchandising. In 2002, Biba ventured in film merchandising and pioneered a trend for success. Starting from the Movie “Na tum jaano na Hum”, Biba has created special movie lines for blockbusters like Devdas and Bhagbhan.
Biba’s association with Neeta Lulla, a famous Bollywood designer, who designed for “Devdas” also, became very popular. Biba requested Neeta Lulla to convert the saris of the movie Devdas, into salwar suits for higher sales.
Biba has to its credit several awards for such creative talent including ‘FMCG Consumer Reaction Awards’ in fashion and specialties in 2006, the ‘Gold Scale Trophy’ at the Brand of the Year Women’s Ethnic Wear by the Clothing Manufacturers Association of India in 2005 and the ‘Best Ladies Ethnic Brand’ at the Shoppers’ Stop Pinnacle awards in 2004. Biba’s next project is a Movie-line Gallery in the duty free section in Dubai where a Bollywood Corner will even have a movie set.
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Tags :Biba, ethnic fashion, Indian Salwar, Indian women’s wear, Nita Lulla21 Responses to “Biba: Making women smart”
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