Men’s ethnic Indian fashion brand, Manyavar, was established in 1999 by Vedant Fashions with the aim of keeping traditional fashion sensibilities in vogue at a time when western wear takes up most of people’s closet space. Known for offering exclusive ethnic-inspired clothing at affordable prices, the brand caters to confident, charming and stylish men who proudly flaunt their ‘desi avatar’ on weddings, parties and other special occasions.
Manyavar has, over the years, created a cult following among male clientele, building a substantial customer base across India.
In a freewheeling chat with IMAGES Retail Bureau, Ravi Modi, MD, Vedant Fashions Pvt. Ltd., talks about the evolution of the traditional menswear market, the growth of his brand, marketing and promotional strategies employed, technology and innovations introduced and finally, the road ahead.
Excerpts from the interview…
Take us through the journey of Manyavar and the milestones? Manyavar, which started its journey in 1999, is the pioneer in revamping ethnic wear for men in India. We are the catalyst and the only brand in the celebration market. Today, Manyavar is not only a market leader; it also symbolises the Indian ethnicwear category. We opened our first international exclusive brand outlet (EBO) in Dubai. At present, we have international presence in markets like UAE and USA.
What was the reason behind betting on a category that was largely dominated by unorganised players?
This story is from the December 2019 edition of Images Retail.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the December 2019 edition of Images Retail.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Here's How India Shops Online
Over 60% of people prefer shopping via apps over websites with a clear preference for marketplace apps
Why Are More And More Retail Brands Advertising Online?
Returns on investment ranging from 2%-10% from their digital ad spends is just one of the reasons why brands and retailers across categories are taking to online advertising
Mini Mall, Mega Experiences
Lulu Group’s first mini mall brings the best of retail to the aspiring consumers of the tier 3 town of Palakkad in Kerala
How Daalchini is Spicing up Micro Retail in India
Through its smart vending machines, the Noida-based company is offering 24/7 convenience to customers, reach to over 200 brands and new business opportunities to entrepreneurs
AI, Cloud and SaaS Play a Pivotal Role for Banjaaran Studio
Banjaaran Studio’s founder Meera Dureja on the brand story, business model and adding a modern touch to traditional shoemaking
How Myntra, Amazon, Shoppers Stop, Peesafe & Indiamart are Using AI for CX
From improving product recommendations and personalised fit suggestions to delivery, here’s how retail biggies are using artificial intelligence to offer delightful customer experiences
Store Launches Surge 23% in Feb
While the number of store openings increased, fundraises in the month dropped significantly
The Government Realises the Importance of Domestic Market
Rahul Mehta, Chief Mentor of CMAI on Indiasize, the government’s focus on domestic retail, industry’s asks and more
In 3 years, PepsiCo India Doubled its Previous 30-year Capacity
As the director of channel, customer and go-to-market (GTM) development for PepsiCo India, Anand Mohan Sharma has anger on the pulse of India’s consumption story—especially in the food and beverage segment.
A Look at the Indian Athleisure Market Play
The dimensions, driving forces, and potential of the Indian athleisure market