06 December 2025, Mumbai
Signaling a critical move in the brand’s strategy to intensity its retail presence in high-density metropolitan markets, the ethnic wear brand, Biba opened a new store at the Sky City Mall in Mumbai. This physical expansion is central to Biba Fashion's goal of achieving 15–20 per cent annual revenue growth in the coming years, a recovery effort following a modest FY24 revenue of Rs 769 crore, By securing prime mall locations, Biba directly addresses the Indian consumer's demand for experiential shopping.
The brand’s commitment to new Exclusive Brand Outlets (EBOs) underlines the enduring importance of the brick-and-mortar channel in the Indian apparel market, particularly for ethnic wear, where customers prioritize fit and fabric quality. Biba plans to add approximately 50 new stores in the current fiscal year, using locations like the one in Mumbai as vital customer engagement hubs. This aggressive strategy is designed to capture market share amid a revival in consumer sentiment, especially during peak festive and wedding seasons.
This store launch is also links to Biba’s broader premiumization initiative. The brand is expanding its offerings beyond its core kurta sets and mix-and-match apparel to include higher price-point collections, such as the 'Wedding Edit,' and is diversifying its portfolio with a value fashion brand, Rangriti. This dual strategy is intended to tap into the growing purchasing power of the middle and upper-middle class while insulating the company against market fluctuations. The success of this Mumbai store, a historically strong market for BIBA, will be a key performance indicator for their entire national growth plan.
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