Meena Bindra on brand Biba’s remarkable home-grown journey to multi-crore success

Started by Meena Bindra back in 1988 from her home in Mumbai with just Rs 8,000, Biba today has turned into an over Rs 600 crore leading ethnic wear brand. Meaning “pretty women” in Punjabi, Biba is perhaps India’s first home-grown luxury fashion brand.

Biba also made acquisitions of a considerable minority stake in the designer label, Anju Modi and Rohit Bal, for tapping into the rapidly expanding premium bridal wear and ethnic wear segment in India. Biba products are available across 355 stores in 26 states in India, besides its presence in retail chains such as Pantaloons, Lifestyle, Central, and Shopper’s Stop, as well as a significant online presence.

On the occasion of Mother’s Day this year, Biba launched a unique digital campaign, titled ‘Kuch Nahi’, featuring TV actress Shilpa Saklani. The ad pays tribute to the everlasting support and unbounded love and affection of mothers who ask for nothing in return for the sacrifices that they often make. The campaign, which reflects on the memorable moments spent with our mothers, is a reminder of the number of times mothers knew what we required intuitively, even before we asked for it. Be it a listening ear, a comfortable hug, or an act of kindness, mothers have stood by us through thick and thin, giving us selflessly without having any expectations.

The ‘Kuch Nahi’ collection of Biba, which has been curated specially for the occasion of Mother’s Day, is an evidence of the modesty and intelligibility of maternal love, embodying the essence of the phrase “nothing” or “kuch nahi”, representing maternal understanding and affection. Each time mothers are asked what they want, they respond with “kuch nahi”, emphasizing their bewildering dedication to the well-being of their families above their wants.

Biba has incorporated this selfless emotion in its campaign, portraying a family where a mother informs her daughter that there is an anniversary invitation the next day and offers food to her son even without him asking for it. The daughter then asks her how her mother gets to know what they want, even without telling, to which the mother answers that being a mother she gets to understand everything and that she does not want anything for Mother’s Day as she already got her daughter with her. The daughter then gifts her a Biba outfit, which the mother exclaims to be the one she always wanted to buy. In this way, Biba beautifully captures and shows the unexplainable bond shared between mothers and daughters and how each one stands by the other at all times.

In conversation with Adgully, Meena Bindra, Chairperson of Biba Apparels, speaks about how she led the life of an ordinary homemaker, managing various responsibilities while raising her two sons and that she started selling simple cotton printed suits at the age of 40 years, without any official expertise or training, in her free time. She said, “For aspiring entrepreneurs venturing into the women’s clothing industry in India, my advice would be to focus on differentiation and authenticity.”

From a Rs 8,000 boutique to a nationwide sensation and a beacon of tradition and style captivating people from every corner of the country, Biba's journey so far has been remarkable! Could you share some firsthand experiences and anecdotes that shaped your incredible journey with Biba?

Before Biba came into existence, I led the life of an ordinary homemaker, shouldering numerous responsibilities while raising my two sons. Born and raised in Delhi, I graduated from Miranda House College, University of Delhi.

As a typical ‘navy wife’ throughout most of my life – married at the age of 20 – I decided to start selling simple cotton printed suits from my home at the age of 40, without any official training or expertise, when the kids were all grown up and I had nothing to do.

However, the road to launching my venture was not one without challenges. The biggest hurdle for me was arranging funds, as I had no money or bank account of my own. I was able to secure a loan of Rs 8,000, which served as the seed capital for my business. And thus, Biba was born in 1988.

How does Biba as a brand stand today as an emblem of the celebration of tradition, grace, and the unyielding spirit of womanhood, as well as an agent of positivity and change?

Biba as a brand is very vibrant and we cater to all festivals and occasions that a woman may need. Today from everyday occasions to special occasions Biba has something to offer to women across age groups.

We believe in celebrating the spirit of womanhood and a reflection of the same can be seen in a lot of our digital campaigns starting from the Change is Beautiful series to our recently launched women's day film with cricketer Renuka Singh that speaks of breaking the traditional norms of what a woman should look like and act to our current Mothers Day film where we celebrate every mother and her unconditional love.

Could you share your style philosophy and your distinctive perspective on tradition, style, and cultural heritage? What is the brand vision, brand philosophy of Biba and its brand values, USP?

I believe that it is very important to understand your customer and to be able to add value to her life. I like to create designs that are stylish, unique, and at the same time very comfortable. When I introduced suit sets, they became a great alternative to the saree as it was comfortable, modest, and stylish.

I have traveled a lot and read about cultural heritage which gives me design inspiration. India is culturally rich and I like to use a lot of different forms and designs from various parts of India.

At Biba, we have very strong values and believe in customer-centricity, integrity, and excellence in everything we take up.

What are your observations about the current trends in the women’s ethnic wear industry and how has consumer behaviour evolved in the same way? What are your sources of creative inspiration and your vision for the future of Indian fashion?

The women's Indian wear industry has been experiencing several noteworthy trends in recent years. One prominent trend is the fusion of traditional Indian elements with contemporary designs, catering to the evolving tastes of modern consumers. This fusion allows women to embrace their cultural heritage while also expressing their style in innovative ways.

Furthermore, there has been a noticeable shift in consumer behaviour towards online shopping platforms. With the advent of e-commerce, more women are opting to purchase Indian wear online, attracted by the convenience and variety offered by digital retailers. This has prompted traditional brick-and-mortar stores to enhance their online presence and adapt to the changing retail landscape.

As for my sources of creative inspiration, I draw inspiration from traditional Indian textiles, art, architecture, and nature. I believe that creativity knows no bounds and can be found everywhere if one has an open mind and a keen eye for beauty. My vision for the future of Indian fashion celebrates diversity, sustainability, and inclusivity. I envision a fashion industry that embraces traditional craftsmanship while also embracing innovation and technological advancements to create clothing that is not only beautiful but also ethical and environmentally responsible.

What is the marketing and media mix strategy of Biba and the marketing activities, and campaigns launched by it this year? What are the ad spends and market share of Biba this year?

This year, we launched two powerful campaigns that resonated deeply with audiences. To celebrate International Women’s Day, we partnered with the phenomenal Indian cricketer Renuka Singh Thakur. Our campaign aimed to dismantle the stereotype that women can’t achieve greatness. Renuka's story perfectly embodied this message, showcasing how she's breaking barriers and inspiring others.

For Mother’s Day, we launched the “Kuch Nahi” campaign alongside a collection of the same name. This heartfelt initiative aimed to capture the immense depth of a mother's love and understanding. The campaign, along with the thoughtfully curated collection, served as a gentle reminder to cherish and appreciate the mothers in our lives. The phrase "Kuch Nahi" itself, meaning "nothing" in Hindi, beautifully encapsulated the essence of a mother's selfless love, where even the smallest gestures can hold the greatest meaning.

How does Biba reinvent its design in alignment with the ongoing fashion trends and how does it leverage technology, AI, and market research for the same? How does Biba utilize social media marketing and influencer marketing?

Biba doesn't just partner with influencers and celebrities, we cultivate a community of brand enthusiasts. These partnerships go beyond endorsements; we seek those who truly embody the spirit of our brand. We tend to cultivate a network of valued influencer relationships, offering them unparalleled access. This includes exclusive store visits where they can explore collections firsthand with our expert stylists.

What are the factors that helped you on the way to solidify the brand positioning of Biba as a leading one-stop online shopping destination for women's ethnic wear in India?

Today, Biba is providing complete looks to a woman. We have added categories like jewellery, perfumes, bags, and footwear that help a woman create a complete ensemble.

Our collection caters to a woman's everyday casual needs, work wear, occasion wear ranging from semi-formal to formal, and heavy occasion wear too. Our Biba Girls collection caters to 2-15-year-old girls and we also have unstitched suit sets.

Biba is an online and offline shopping destination catering to women of various age groups for all their Indian fashion needs

What is your advice for aspiring entrepreneurs who are looking to make their way into the women's clothing industry in India? How is Biba going to celebrate Mother's Day this year?

For aspiring entrepreneurs venturing into the women's clothing industry in India, my advice would be to focus on differentiation and authenticity. Identify a unique niche or angle that sets your brand apart from the competition, whether it's through innovative designs, sustainable practices, or inclusive sizing options. Embrace technology and digital platforms to reach and engage with your target audience effectively. Additionally, prioritize customer satisfaction and build strong relationships with suppliers and partners to ensure consistency in quality and reliability.

Another advice I would like to give is to never give up on your dreams. It's never too late to fulfill what you want to do and with determination and hard work, one can accomplish it.

As for Biba's plans to celebrate Mother's Day this year, we will be offering special discounts or promotions on their website and in-store, curating themed collections inspired by motherhood, and perhaps hosting engaging social media campaigns or events to honour and celebrate mothers across the country. It is due to reflect on the selfless love and care that mothers give us every day. When asked what they want for Mother's Day, many mothers often reply with “kuch nahi” or nothing, reflecting their humble and giving nature. To celebrate mothers and their selfless nature, we have come up with a new campaign that celebrates mothers and uniquely honours their wishes. Introducing the Kuch Nahi Collection for mothers – a thoughtful collection that embodies the simplicity and beauty of their selfless love.