“This season is all about making your little one glow in a variety of lehenga’s, sharara, salwar kameez dupatta gowns and dresses,” says Siddhartha Bindra, Managing Director, BIBA about its new A/W ’19 collection launched by its new sub-brand brand BIBA Girls. The collection offers a colourful range of ethnic wear for 2-15 year olds. “Made from easy to wear fabrics, these garments are available in a variety of styles and shapes,” he adds.
Exquisite fashionables for young girls
Since its inception as a women’s ethnic brand, BIBA has now expanded its horizons with the launch of BIBA Girls, a devoted range for youthful divas aged 2 to 15 years. “BIBA Girls will continue to grow with many more BIBA Girls outlets being set up in future,” notes Bindra. The brand offers an exquisite range of fashionables for girls that includes, dresses for girls, lehenga sets, tops, jumpsuits, salwar suits and skirts. “From wedding wear suit to picnic wear top, we offer every style available in the market. The salwar suit sets in this collection include Anarkalis in art silk fabric featuring gorgeous embroidery and golden thread work. The collection also offers trendy asymmetric suits for girls in eye-catching print and soothing fabric,” he adds.
Pioneers of the branded ethnic market
“Although the branded kids wear segment in India has witnessed higher growth in recent years it still remains largely an unbranded market and products are sold mostly through unorganised retail channels. When we launched BIBA Girls there was no branded ethnic player for kids. Quick to identify this gap, we launched a kidswear range which was readily accepted,” Bindra explains. The brand was launched by Meena Bindra in 1988. Soon after its launch, it expanded its portfolio as its styles and beautiful prints received a great response from local communities, including filmstars. “The retail revolution in the country gave us the desired recognition and an opportunity to grow across the country,” he adds.
Growth over the years
Through the years, BIBA has not just grown the number of outlets but also expanded its product portfolio. The brand recently launched a BIBA jewellery and footwear section. The brand is available through 278 stores in 110 cities, apart from a presence in all major retail chains in the country like Shoppers Stop, Lifestyle, Pantaloons and Central. The brand also has a presence on all major online e-commerce websites like Amazon, Flipkart, Myntra, etc, “Our market expansion now are in Tier II and III cities that have an extraordinary potential,” adds Bindra.