As the festive season approaches, Biba India, a leading name in the Indian ethnic wear market, is taking significant steps to capture consumer attention. For the first time in its nearly three-decade history, the brand has signed a celebrity brand ambassador—Bollywood actress Kriti Sanon. This move marks a new chapter in Biba’s marketing strategy, aligning with its vision to attract a younger audience while maintaining its connection with existing consumers.
The Decision to Onboard Kriti Sanon as Brand Ambassador
According to Siddharth Bindra, Managing Director of Biba, the decision to bring Kriti Sanon on board is a strategic move to elevate the brand’s appeal. Bindra highlights that while Biba has never engaged in celebrity endorsements before, the timing is right for the brand to make this transition. He believes that Sanon perfectly embodies Biba’s new brand message of being rooted in tradition while remaining modern and relevant.
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Optimism for the Festive Season
Bindra expresses optimism about the upcoming Diwali season, predicting a strong market revival after challenging times for the apparel sector. With increased marketing spend and aggressive campaigns planned from September to December, Biba is preparing to make a significant impact. The brand will leverage digital channels, movie theatres, outdoor, and print media to maximize reach, with a strong focus on digital platforms.
Navigating a Competitive Market
The Indian ethnic wear market is highly competitive, with brands like Libas, FabIndia, and W for Women leading the space. However, Biba’s long-standing presence and ability to evolve with consumer preferences set it apart. Bindra emphasizes that Biba has consistently stayed ahead of fashion trends, introducing innovative designs like Anarkali lehengas and asymmetrical dresses that resonate with consumers.
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Expanding Product Offerings
Biba’s diverse product portfolio caters to women of all ages, from college students to senior citizens. While the brand is well-known for its everyday and formal ethnic wear, its newer collections focus on festive and wedding attire. Bindra notes that the demand for ethnic wear during festivities and weddings in India continues to grow, and Biba is well-positioned to meet this demand with its expanded offerings.
Offline Stores: A Major Revenue Driver
Despite the growth of e-commerce, offline stores remain a significant revenue driver for Biba, contributing 60-70% of the brand’s total revenue. This dual-channel strategy allows Biba to reach a broader audience and maintain its strong presence in the market.
Conclusion: Biba India X Kriti Sanon
Biba India’s recent moves, including the appointment of Kriti Sanon as its brand ambassador and increased marketing efforts, reflect the brand’s confidence in a festive season revival. With plans to expand internationally and continued growth in the domestic market, Biba is poised for success. As Bindra optimistically states, the upcoming festive season could mark a turning point for the apparel sector, with Biba leading the charge.
