Fashion is often seen as a reflection of society and personal identity as Coco Chanel famously said, “In order to be irreplaceable, one must always be different.” The women’s apparel market in India is currently valued at approximately $51.05 billion, as per market research firm Statista. The market is expected to grow at an annual rate of 3.99% from 2024 to 2028. Globally, the United States leads in this segment, generating the highest revenue with $191 billion in 2024. BIBA, a player in India’s women’s apparel market, is navigating a period of mixed consumer demand and shifting industry dynamics. BIBA’s revenue from operation rose 38.9% to Rs 874.84 crore in FY23 from Rs 629.24 crore in FY22, as per regulatory filings assessed by business intelligence firm Tofler. The company’s net profit increased 4.29 times to Rs 52.67 crore in FY23 from Rs 12.28 crore in FY22.
In a conversation with BrandWagon Online, Siddharth Bindra, managing director, BIBA, talks about the company’s recent advertising campaign, roping in actor Kriti Sanon as its brand ambassador, new product launches, and marketing strategies, among others. (Edited Excerpts)
How was FY24 for you in terms of revenue and sales and what are the expectations for FY25?
Last year was quite tough for the apparel sector, thanks to a tepid demand. This year also started slow. However, in the last couple of months, we’ve begun to see some positive signs. Despite the prolonged period of subdued demand, we are hopeful, especially with the big festive season approaching. We do hope that demand will pick up.
For FY25, our expectations are centred on growth through a clear strategy. We plan to focus on expanding our product portfolio and intensifying our marketing efforts. This involves engaging more aggressively with consumers through targeted campaigns to generate demand. Ultimately, it’s crucial for brands to not just respond to demand but to actively create it and generate a strong pull for our products.
How is marketing strategy different for each market – international markets versus India, and how does your advertising and marketing approach vary across these regions?
Our strategy in international markets is tailored to accommodate local nuances, such as weather conditions and regional festivals. For instance, in the US, where weather varies significantly between cold winters and hot summers, we adjust our product offerings and marketing strategies accordingly. Similarly, we adapt to the major festivals and cultural events specific to each country.
In terms of advertising and marketing, while the core brand message remains consistent, we incorporate localised elements to resonate with each market. Basic brand campaigns are uniform, but we develop localised content to address regional preferences and cultural sensitivities. For example, BIBA has distinct digital handles and marketing content for different regions, such as BIBA UAE and BIBA Canada, ensuring that our messaging aligns with local expectations while staying true to the brand’s ethos.
Could you tell us more about the new campaign featuring brand ambassador Kriti Sanon? What products will be highlighted in this campaign, and how does the product lineup align with your overall marketing strategy?
This season, we’re introducing our new campaign, ‘Something BIBA About Her,’ featuring Kriti Sanon as our brand ambassador. The campaign reflects the tagline’s resonance with everyday elegance and the deeper essence of BIBA, embodying the grace and modern sensibilities that have defined our brand.
Kriti Sanon, with her blend of rootedness and modernity, perfectly represents the qualities of the BIBA brand, making this partnership an ideal fit. Alongside this campaign, we’re launching several new ranges. In addition to our traditional offerings, we’re introducing Indo-fusion styles, including short tops and jackets. We are also debuting a large collection specifically for occasions such as weddings, featuring outfits for events like Sangeet, Mehndi, and Pooja.
This new collection is designed to offer a more targeted and expansive range of wardrobe options for these special occasions, enhancing our previous offerings with a focused and detailed approach.
What will be the primary marketing channels and distribution strategies for the campaign? How do you plan to leverage these channels to maximise reach and engagement?
We are starting with digital and will be active on digital networks over the next six to eight weeks. We will also be present in theatres over the next two to three months and will extend our reach to outdoor and print media. This approach ensures a multichannel strategy.
BIBA already has 360 stores and will utilise its distribution network for the new ranges. We have a significant online presence through our website and are also available on platforms like Amazon, Nykaa, Myntra and many others. Additionally, we are present in leading departmental stores such as Shoppers Stop, Pantaloons, and Lifestyle.
We will leverage all these distribution channels. The bridal range will initially be available in about 30 select BIBA stores. The new Indo-fusion styles, including short tops, dresses, and Indo-Western outfits, will be available across all our distribution channels.
What is the pricing strategy for this new range?
BIBA has always been known for affordable fashion, and this continues with our current range. Our MRPs (Maximum retail price) start at Rs 1,200 for kurtas and go up to Rs 20,000 for heavy occasion wear. Each garment offers value for money in its way, reflecting our commitment to providing affordable fashion.
In terms of a broader strategy, could you please specify whether the majority of your sales are generated through online channels or offline stores?
Both channels are important to us. However, offline sales constitute a larger portion of our business, accounting for 70-75%, while online sales make-up for the remaining 25-30%.
What was the creative thought behind the campaign?
This campaign is distinctive in its blend of tradition and contemporary style. It showcases a range of events, such as a red carpet, an evening party, and a press conference, illustrating BIBA’s versatile wardrobe. The campaign also highlights the intricate craftsmanship behind BIBA garments, emphasising the art, craft, and tradition involved in each piece, including hand embroidery and printing. BIBA’s long-standing leadership in the category is showcased through its commitment to both heritage and modern aesthetics. Kriti Sanon, with her blend of traditional roots and modern appeal, perfectly represents this balance, making her an ideal fit for the campaign.
Could you provide some insight into the specific target demographic or age group you are focusing on with this campaign and the new product range?
This campaign is designed to appeal to a broad range of age groups. BIBA is a brand where multiple generations—grandmothers, mothers, and granddaughters—can shop together without feeling out of place. We aim for this film to resonate with all audiences, highlighting the versatility of our product range and the tradition embedded in our garments.
Regarding the Indo-fusion range, it is intended for a wide audience. The collection includes items like capes and jackets with various cuts and sizes to cater to different age profiles and body shapes. The brand is committed to inclusivity, offering sizes that accommodate a broad spectrum of body types. BIBA was one of the first brands to offer larger sizes when it was founded 30 years ago, and we continue to provide sizes from double XL to triple XL, ensuring that our clothing is accessible and enjoyable for everyone.
Could you provide a split on customer segment? Is it metro cities, tier 1, tier 2, or smaller cities?
The majority of our customers come from metro cities, which account for a significant portion of our business. The top eight metros are major contributors, but we also see substantial engagement from state capitals and tier-one cities. Our reach extends to over 150 cities across the country, though the top eight metros remain a key area of focus for us.
What are your plans for global expansion following the recent opening of your first store in the US?
Since launching our first store in New Jersey, US, we are prioritising further expansion in North America due to the strong demand from the Indian diaspora and growing interest in Indian fashion. We’ve been servicing the US market online for the past five years, which highlighted significant latent demand, prompting our physical presence.
In Canada, we already have two stores and are preparing to open a third location, indicating our commitment to growing in North America. We are also evaluating opportunities for further expansion in this region, given its potential.
Regarding other international markets, we have been present in the UAE for the past three years, with plans to expand further in Dubai and other Middle Eastern countries. Additionally, we are opening a new store in Mauritius and have established a presence in Nepal. We continue to explore additional international markets to leverage the increasing global appreciation for Indian fashion.
How do you plan to leverage influencer marketing and social media for this new campaign and collection?
Influencer marketing has indeed become a vital component of our strategy. Influencers help bridge the gap between the brand and consumers, making our products more relatable and aspirational. They also offer a targeted reach, which allows us to connect with specific consumer segments effectively.
Choosing the right influencers is crucial. We need to select influencers whose audience, reach, and approach align with our brand values and campaign goals. This means balancing between macro-influencers with broad national reach and micro-influencers who can provide localised visibility. For instance, for launching a new store in Cochin, a local influencer would be more effective, whereas a national fashion campaign would benefit from high-profile fashion influencers.
Regarding the current campaign, we have partnered with the creative agency Enormous. They have been instrumental in crafting the campaign that resonates with our target audience.