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Analiza Pathak
Born in Guwahati, raised in Mussoorie and Delhi, She grew up reading magazines more than textbooks. She is an experienced writer/editor and has shifted focus to various aspects of communication. Her a ... Read More
Leave behind the saris and lively lehengas, for once and let’s discover the person behind the rise of stylish and coveted kurta pajamas in India. Through this brand, he transformed the humble kurta-pajama into a fashion statement, making it desirable, hip, and trendy by offering a diverse range of clothing options for both men and women. Can you figure out the brand we’re describing, or are you still curious? Let’s end the suspense. That’s right, we’re referring to Manyavar – The Wedding Destination.
The story of begins in the streets of Kolkata’s AC Market, where Ravi Modi’s father ran a small 140 sq ft store selling a variety of men’s clothing, but not traditional Indian wear. As a young teenager in the mid-1990s, Ravi Modi spent his time working at the store, where he honed his skills in sales and learned about the retail business.
Although the shop carried a variety of men’s clothing including jeans, T-shirts, trousers, and shorts, it did not have any traditional Indian attire. Despite his attempts to persuade his father to add men’s kurtas and pajamas to the inventory, his efforts were unsuccessful.
At the age of 19, when his father was away on an annual pilgrimage, Ravi Modi took a bold step. He sourced 100 sets of men’s kurta-pajamas and sold 80 of them within a week, revealing an untapped market. By the time he was 22, he had taken over running the store, introducing Indian ethnic wear, which marked his first foray into manufacturing.
During the course of time, Modi also developed a keen sense for selling to window shoppers while working at the store, discovering a passion for the trade. Little did he know, his upbringing at the store had taught him valuable skills comparable to those taught in MBA schools.
A disagreement over a business decision involving Rs. 20,000 led Ravi Modi to leave his father’s store and start his own business. With just Rs. 10,000 borrowed from his mother, he ventured into the men’s ethnic wear market, eventually founding Vedant Fashions in 1999, with Manyavar as its flagship brand.
In the early days of setting up his business, Ravi could not hire a creative agency to think of a name for it. So, he had to come up with a name. He wondered what the purpose of life was…and realized it was to earn some respect for oneself. That’s how Ravi and his team came up with the name Manyavar.
Manyavar revolutionized the Indian wedding and celebration wear market, offering a wide range of traditional garments, including kurtas, sherwanis, and pajamas for men, as well as lehengas, saris, and salwar sets under its Mohey brand, which was launched in 2015 to cater to women. The brand quickly became a household name, known for its aspirational-yet-affordable products that combine tradition with modernity.
2008 saw Manyavar open its first exclusive brand outlet in Bhubaneswar, with 12 more outlets opened in 2009. Other outlets were opened under the franchise model.
Today, Manyavar boasts numerous stores throughout India and has ambitious expansion plans, particularly in cities like Bengaluru and Hyderabad. The company’s adaptable and efficient business model positions it for sustained success in the Indian fashion industry. Currently, it operates more than 600 outlets and is valued at an impressive Rs 32,000 crore.
The brand has expanded its product line to include casual wear, fusion wear, and accessories over the years. It is a leading ethnic wear brand in India, known for its high quality and intricate designs.
As of February 2023, Ravi Modi has an estimated net worth of $3.1 billion.
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