Ethnic women wear retailer Biba and fashion designer Manish Arora have entered into a joint venture to promote Manish Arora’s premium ethnic wear brand ‘Indian by Manish Arora’.

Biba picked up 51 per cent stake in the newly formed joint venture company marking its foray in the bridal and luxury ethnic wear category.

‘Indian by Manish Arora’ is a premium ethnic wear brand launched in 2009, offering outfits such as Salwar kameez, kurtis, tunics, t-shirts, sarees, lehengas among others.

The company now plans to have a pan-India presence through Biba’s retail expertise, production capabilities, supply linkages and well established network. It plans to open up exclusive brand outlets in major metros; and also be available at Biba stores and other major multi-brand outlets.

“Biba being the largest retailer of women ethnic wear is a perfect partner for us to grow our Indian by Manish Arora brand. We share similar values and with each others’ strengths shall create a strong business, my focus will be on creating a great product and making sure that there are many happy young women wearing my designs,” said Manish Arora.

“We have been contemplating to enter the bridal and luxury wear segment for a while now, and with Manish, not only we have the best possible partner but feel it is the right time for us to enter this segment,” said Siddharth Bindra, MD, Biba Apparels.

The JV was advised by Maple Capital Advisors, a New Delhi-based boutique investment bank with focus on consumer and retail businesses.

GB