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BIBA targets younger positioning, Rs 1000 cr turnover by 2018

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BIBA, India’s leading ethnic womenswear brand, has revamped its logo to sync in with the brand’s new strategy to target today’s aspirational, yet traditional and fashion conscious generation of woman.
Speaking on the reasons for unveiling the new brand identity, Siddharath Bindra, MD, BIBA says, “With the changing times, BIBA has evolved and matured as an ethnic fashion brand for the new age woman. It is this journey and evolution that made us decide to redo the brand identity in order to make it younger, more fashionable and yet Indian in nature.”
The design of the new logo is inspired by a peacock feather to capture the new generation of India women who aspire to be- confident, brave and forward thinking, in thought as well as, in deed. The final logo has come up after the extensive research among shoppers and internal stakeholders in India, the company said in a statement.
Speaking on his future plans, Bindra says, “We hope to add 200 more stores over the next three years and take Biba to a Rs1000 crore brand by 2017-18. Biba as a company aims to capture three per cent of the womens ethnicwear market by 2020.”
“We have invested in strategic partnerships with designers like Manish Arora and Anju Modi to foray in the luxury ethnic space and look forward to many more such partnerships in the future,” Bindra adds. “With the launch of our fashion value brand Rangriti, we are looking at enhancing the brands presence at lower price points and to be able to cater to a large segment that is still purchasing from the unorganised markets. It is our aim to make Rangriti a Rs 500 crore brand in the next five years,” he states.
By Mehak Sharma

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