Manyavar: Bringing Traditional Fashion Back in Vogue

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 fi nally, the road ahead…

- Charu Lamba

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?