BIBA: Celebrating everyday occasions

The women's ethnic-wear brand launches a campaign where individual style mingles with clothing panache.

BIBA, the homegrown ethnic womenswear brand, has launched a video which boasts about the exuberant spirit of everyday occasions. This video inspires the young urban woman to take matters in her own hands, and how social media plays an importnat part in that.

Conceptualised by digital agency, Brandmovers Interactive, the video describes the journey of a small town woman to a big city and showcases how the brand helps her to discover her individuality. It portrays various shades of city life, and shows how a woman struggles to make her way out of its glitz and glam.

The video that features a Facebook timeline of the protagonist and also creates buzz about the newly-launched e-commerce portal, BIBA.in. Siddharath Bindra, managing director, BIBA Apparels, says that BIBA engages proactively with its consumers on the online space and with this video intends to increase engagement and build a strong connect with the young BIBA customers online.

"Our objective was to engage maximum audience with the brand, its offerings and how it plays a vital role in bringing out the best in you. The video brings out the need of individuality that we tend to lose in life," explains Shekhar Ibhrampurkar, chief consigliere, Brandmovers Interactive.

In 1988, Meena Bindra created the BIBA brand from her Delhi home. Today, it is a market leader in affordable occasion wear, and her son Siddharath has played a key role in its growth. BIBA has come a long way since 1988 and has now built a presence across 65 Indian cities with 375 points of sale, including 162 exclusive brand outlets (EBOs) and 225 multi-brand outlets (MBOs).

According to retail analyst Technopak, the women's ethnic wear market in India, currently pegged at Rs 54,425 crore, will grow by 10 per cent, but branded players - which currently account for about 25 per cent of it - will grow at 40 per cent.

In 2007, the Kishore Biyani-led Future Group acquired a minority stake of 6.5 per cent in BIBA, which was later increased to 25.8 per cent in 2011. In 2013, Biyani divested from the business. For the financial year ending 31 March 2014, BIBA Apparels had revenues of a little over Rs 400 crore. BIBA, in November 2014, had acquired a minority stake in designer label Anju Modi for an undisclosed sum.