Manyavar & Mo­hey: Pro­vid­ing eth­nic oc­ca­sion wear so­lu­tions across In­dia

With the in­cep­tion of Manyavar and Mo­hey by Vedant Fash­ions Pri­vate Lim­ited, there was a huge shift in the oc­ca­sion wear seg­ment as the brands cre­ated an en­tirely new cat­e­gory of eth­nic gar­ments and ac­ces­sories and soon turned into a one-stop-shop for men

Business of Fashion - - Contents - IMAGES Busi­ness of Fash­ion

In an ex­clu­sive chat with IMAGES BoF, Shilpi Modi, Direc­tor, Vedant Fash­ions Pvt. Ltd., talks about the com­pany’s most suc­cess­ful brands Manyavar and Mo­hey, their USP and core values.

In 1999, Ravi Modi cre­ated a busi­ness that re-in­vented men’s eth­nic wear cat­e­gory – Manyavar un­der the par­ent com­pany Vedant Fash­ions Pri­vate Lim­ited. Dur­ing the course of its evo­lu­tion, the brand be­came syn­ony­mous with wed­ding wear – a one-stop­store for grooms and men of the fam­ily for func­tions big and small. As more and more va­ri­ety was added to the range, the brand be­came pop­u­lar for oc­ca­sion wear and to­day it is one of In­dia’s lead­ing oc­ca­sion wear brands for men.

Time­less and iconic de­signs by the brand have served to ce­ment its rep­u­ta­tion across the world. The brand owns re­tail space of 6,50,000 sq. feet – 500+ stores in­clud­ing 60 flag­ship and 12 in­ter­na­tional stores across 160+ cities in In­dia and abroad.

In 2016, Vedant Fash­ions in­tro­duced Mo­hey, cel­e­bra­tion wear for women. Their range of eth­nic wear—light and heavy lehen­gas— crafted for all oc­ca­sions has been do­ing ex­cep­tion­ally well. The la­bel is backed by

years of col­lec­tive ex­pe­ri­ence, values and pas­sion and is avail­able at 50+ Mo­hey stores across In­dia.

In an ex­clu­sive chat with IMAGES Busi­ness of Fash­ion, Shilpi Modi, Direc­tor, Vedant Fash­ions Pri­vate Lim­ited, talks about the com­pany’s most suc­cess­ful brands Manyavar and Mo­hey, their USP and core values. Ex­cerpts from the in­ter­view…

Sum­ma­rize the core of your brand Manyavar, its values and USPs.

With the in­cep­tion of Manyavar, there was a huge shift in the men’s eth­nic wear seg­ment as the brand cre­ated an en­tirely new cat­e­gory of men’s eth­nic gar­ments and ac­ces­sories and soon turned into a one-stop-shop for men for all cel­e­bra­tion wear. Dur­ing the course of its evo­lu­tion, it be­came syn­ony­mous with wed­ding wear and the go to place for all grooms.

In the ini­tial years, the ap­parel mar­ket saw a huge void in men’s eth­nic wear. Broad­en­ing from wed­ding wear to cel­e­bra­tion wear and now ca­sual wear, we have come a long way from cre­at­ing the cat­e­gory to be­ing an eth­nic cat­a­lyst in the coun­try!

Our col­lec­tions are en­riched with tra­di­tional In­dian de­signs and fabrics and are in sync with the lat­est global trends. With Mo­hey-Manyavar we wish to reach all In­di­ans across the world and be a part of their cel­e­bra­tions and joy.

We have taken the roots of In­dia to a global plat­form and with the spirit of trans­parency, fair play and care we per­se­vere to make an im­pact in the lives of peo­ple by be­ing a part of our cus­tomers’ cel­e­bra­tions and the lives of our crafts­men.

Who are the core cus­tomers for Manyavar?

We cater to ev­ery cus­tomer look­ing for eth­nic wear op­tions. Due to our panIn­dia pres­ence, we are able to pro­vide a huge va­ri­ety in terms of col­ors, cuts and pat­terns across all sub-cat­e­gories of eth­nic wear. Be­ing a cat­e­gory leader, we have proved to be the cat­a­lyst for men’s eth­nic wear in the na­tion.

Be­ing prob­a­bly the only or­ga­nized player in the cat­e­gory, we are also the pre­ferred one-stop so­lu­tion.

From wed­ding wear to cel­e­bra­tion wear to now even ca­sual eth­nic wear, we have broad­ened the def­i­ni­tions of eth­nic wear and en­sured that it finds space in ev­ery wardrobe by suit­ing it to all di­ver­si­fied needs of our cus­tomers.

What are the prod­uct cat­e­gories of­fered un­der oc­ca­sion wear by Manyavar?

For men, we craft sher­wa­nis, suits, band­hgalas, jodh­puris, Nehru jack­ets, Indo-western and kur­tas. For women (Mo­hey) we of­fer lehen­gas, sa­rees, suits, gowns and kur­tis. We also of­fer a wide range of ac­ces­sories for both men and women to en­sure that cus­tomers can com­plete their en­tire looks un­der one roof.

“From wed­ding wear to cel­e­bra­tion wear to ca­sual eth­nic wear, we have broad­ened the def­i­ni­tions of eth­nic wear and en­sured that it finds space in ev­ery wardrobe by suit­ing it to all di­ver­si­fied needs of our cus­tomers”

– Shilpi Modi,

Direc­tor, Manyavar & Mo­hey

Tell us about Manyavar’s forth­com­ing Fall-Win­ter col­lec­tion.

We are tar­get­ing newer con­sumer seg­ments such as the youth for the ca­sual ranges and urg­ing them to in­clude more eth­nics in their day-to­day ca­sual wear. Our Pari­var Ra­vi­var cam­paign com­mu­ni­ca­tion too has been en­cour­ag­ing this shift and per­cep­tion change.

What are the top fabrics that you use for sher­wa­nis/jodh­puris? Are there any pre­mium fabrics that you use?

All our fabrics use for sher­wa­nis and kur­tas in­clude cot­ton, silk, bro­cade, jacquard, vel­vet, polyester and linen. We en­sure that the fabrics used are com­fort­able and breath­able.

What in­no­va­tions are you do­ing in fi­bres, fabrics, trims and lin­ings in terms of tech­nol­ogy and pro­duc­tion?

We are stan­dard­iz­ing on the fabrics we use for all our prod­ucts. There are new chem­i­cal for­mu­la­tions im­ple­mented for fabrics to en­hance the ma­te­rial and over­all feel.

For an es­ca­lated look, we add trims like pocket pin, pocket brooch, va­ri­ety of but­tons crafted with dif­fer­ent styles.

Con­sumers of­ten look for va­ri­ety. Has your brand ex­per­i­mented on any new in­no­va­tions in as far as the men’s wear cat­e­gory goes?

We are con­stantly cu­rat­ing and up­dat­ing our col­lec­tions and cat­e­gory lines. Our aim has al­ways been to spoil the cus­tomer with choices. Along with dif­fer­ent op­tions of cel­e­bra­tion wear, we also of­fer a spe­cially cu­rated line of sher­wa­nis and kur­tas. Start­ing from Band­hgalas, Achkans, Jodh­puris to Pa­tialas, Patha­nis and An­grakhas which in­cludes Indo-western sher­wa­nis, kurta jack­ets, asym­met­ric cuts, we in­fuse In­dian el­e­ments and style in our of­fer­ings.

To top it up, we of­fer nu­mer­ous ac­ces­soriz­ing op­tions to en­sure that one can cre­ate the per­fect en­sem­ble un­der one roof.

What are the looks that are trend­ing in as far as sa­rees/lehen­gas/bridal gowns go for your brand Mo­hey?

As the fes­tive sea­son has started, oc­ca­sion wear de­mand has in­creased. We are al­ways up­dat­ing our de­signs ac­cord­ing to the fash­ion trends, mak­ing it a point to be the trend­set­ter for ev­ery festival.

Cur­rently, we are ex­per­i­ment­ing with pas­tels be­cause of its huge de­mand and also its pres­ence in the fash­ion in­dus­try. Apart from this, ever­green col­ors like reds, ma­roons, creams, beige, golden al­ways stay in trend and can never go out of fash­ion.

What are the top fabrics that you use for sa­rees/lehen­gas/bridal gowns? Are there any pre­mium fabrics that you use?

Our pre­mium fabrics for Mo­hey prod­ucts are mainly net, geor­gette, raw silk em­broi­dery and more. All the prod­ucts are crafted ac­cord­ing to the sea­sons and oc­ca­sions mak­ing it a trend­set­ter ev­ery time.

Tell us about your pro­duc­tion and de­sign ca­pa­bil­i­ties and tal­ents.

Our in-house de­sign and pro­duc­tion team con­stantly work on new de­signs and tech­niques to keep up with the lat­est fash­ion trends. This helps us to stay a step ahead in the mar­ket and fash­ion in­dus­try.

We are con­stantly work­ing on im­prov­ing our de­signs by re­search­ing and study­ing trend. Our ex­pert crafts­men and kari­gars in­spire us to keep our tra­di­tional essence in­tact while adapt­ing to newer trends.

Cus­tomi­sa­tion in the oc­ca­sion wear cat­e­gory is very pop­u­lar. Have you

eval­u­ated this new av­enue?

Need for cus­tomiza­tion stems from a lack in va­ri­ety or op­tions. As we al­ready have a wide va­ri­ety of prod­ucts in ev­ery cat­e­gory, our con­sumers have an in­stant so­lu­tion for all their cel­e­bra­tion and fes­tive needs.

Rather, we keep our pri­or­ity in cus­tomiz­ing on sizes of the prod­ucts. If any size is not avail­able ac­cord­ing to their fit­tings, we take spe­cial or­ders and cus­tom­ize on the size ac­cord­ing to their needs and wants.

Which are your pri­mary mar­kets?

Due to our wide pres­ence across the en­tire coun­try, we do not have any spe­cific pri­or­ity mar­kets. Ev­ery city and town has its own po­ten­tial and pat­terns. We strive to pro­vide eth­nic wear so­lu­tions in ev­ery re­gion that we are present in pan-In­dia. We have also been in­creas­ing our foot­print in­ter­na­tion­ally in an ef­fort to cater to the needs of the In­dian di­as­pora abroad.

Tell us about the con­sump­tion pat­tern for your Mo­hey prod­ucts in met­ros and


In­dia be­ing a very cul­ture-rich coun­try, con­sump­tion does not re­ally vary a lot. Ev­ery­body in ev­ery part of the coun­try ir­re­spec­tive of the re­gion or tier cel­e­brates. As ev­ery­body cel­e­brates fes­ti­vals, wed­dings and oc­ca­sions, con­sump­tion is pretty much well dis­trib­uted though con­sump­tion pat­terns may vary ba­sis re­gion, calendar, lo­cal cul­ture and sea­sons. We are in­creas­ingly im­prov­ing our foot­print in Tier II and Tier III cities and are en­sur­ing ac­cess to our stores, both off­line and on­line.

Elab­o­rate about your re­tail pres­ence in num­bers of EBOs, MBOs and LFSs.

We have 6.5 lakh sq. feet of re­tail space across 160+ cities and over 500 stores in­clud­ing 75 flag­ship stores and 7 in­ter­na­tional stores. We have a strong pres­ence in MBOs and LFS for­mats too.

What are your plans for ex­plor­ing new mar­kets in In­dia?

We al­ready have a pan-In­dia pres­ence and con­tinue to broaden our reach specif­i­cally in Tier -II and -III In­dia. We feel that there is huge po­ten­tial in these un­tapped re­gions as cus­tomers in Tier -II and -III closely fol­low na­tional trends and are open to ac­cept­ing them. We have an edge as we are able to of­fer pan-In­dia trends to a cus­tomer in say a Tier-III town vis-à-vis their lo­cal eth­nic wear seller.

What has been your progress through on­line re­tail? How is the re­sponse on oc­ca­sion-wear mar­ket?

On­line re­tail has been pick­ing up pretty well. We have been get­ting a great re­sponse in terms of in­ter­na­tional or­ders too. On our part, we have crafted our on­line web­site in a way that it tries to give the cus­tomer a store­like ex­pe­ri­ence in terms of care­fully cu­rated looks and ac­ces­soriz­ing for all our of­fer­ings. This helps by giv­ing the cus­tomer a com­pre­hen­sive en­sem­ble look. This has re­ally aided our on­line re­sponse. We have re­cently in­tro­duced COD right be­fore the fes­tive sea­son for a seam­less ex­pe­ri­ence. It will help us reach smaller cities pro­vid­ing easy pay­ment so­lu­tions to them too.

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