“Project Report on Ready-made Garment Biba”

Project Report Submitted in Partial Fulfilment of The Requirements

Of The Degree Of

Master of Business Administration

Under the supervision of

Dr. Sisir Ranjan Dash
SCHOOL OF MANAGEMENT
Subject Name: - Designing User/Customer Experience
(UX/CX)
Subject Code: - CUTM1207
Submitted By
Aspuusita Padhy-210402100001
Anushka Bhut-210402100010
Shubhashree Nanda-2104021000029
Sradha Satapathy-210402100031

CENTURION UNIVERSITY OF
TECHNOLOGY & MANAGEMENT
Dist. Khordha, Bhubaneswar, Odisha, Pin-752050
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 DECLARATION

We hereby declare that the project report entitled " Ready-made Garment BIBA” was
prepared by us under the guidance of Dr. Sisir Ranjan Dash, Associate professor of School of
Management, Centurion University of Technology and Management.

We also declare that this project work is towards the partial fulfilment of the university
regulations for the award of degree of Master of Business Administration by Centurion
University of Technology and Management, Bhubaneswar.

We further declare that this project is based on the original study undertaken by us and has
not been submitted for the award of any degree/diploma from any other University /
Institution.

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 ACKNOWLEDGEMENT

Our acknowledgments are much more than what we express here. It is indeed a privilege
record our whole hearted sense of gratitude and indebted to our honorable Dean Dr. Prasanta
Kumar Mohanty and HOD Dr. GirijaNandini for providing such a pious atmosphere.

We take this opportunity to express our deep sense of gratitude to Dr.Sisir Ranjan Dash and
all Faculty members, Centurion University of Technology and Management, for their
valuable guidance in sharing his knowledge and expertise was a pillar of support in bringing
this project in such an elegant form.

We are especially thankful to convey our humble regards to all of our family members and
friends who have contributed their co-operation and helped us in completing this report.

AspusitaPadhy-210402100001

AnushkaBhut-210402100010

Shubhashree Nanda-210402100029

SradhaSatapathy-210402100031

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 TABLE OF CONTENTS

CHAPTER CHAPTER TITLE PAGE NO.

NO.

Declaration 2-3
Acknowledgment

1 Introduction 5-7
1.1 History
1.2 Bollywood fashion
1.3 Collaboration
1.4 Mission & Vision

2 Research Design 8
2.1 Objectives
2.2 Research methodology

3 Brands owned by BIBA 9

3.1 Rangriti

4 Ownership of the brand 10

5 Branding activities 11-13

5.1 Campaign
5.2 Celebrity endorsement

Reviews of different customers 13-14

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 CHAPTER:1
INTRODUCTION

INTRODUCTION

OVERVIEW - BIBA FASHION LIMITED

Biba Fashion Limited is an unlisted public company incorporated on 10 July, 2002. It is
classified as a public limited company and is located in Gurgaon, Haryana. It's authorized
share capital is INR 135.00 cr and the total paid-up capital is INR 125.06 cr.
Biba Fashion Limited's operating revenues range is Over INR 500 cr for the financial year
ending on 31 March, 2022. It's EBITDA has increased by 72.98 % over the previous year. At
the same time, it's book networth has increased by 4.57 %. Other performance and liquidity
ratios are available here.

Description: The company designs and manufactures apparels. The company offers bottoms,
dresses, jeans, casuals, pants, tops, skirts, and formals for women, It sells its product through
online store

Products & Services: jackets, kurtas, dresses, tunics, short kurtis, and short tops; knitted
churidars, patiala, patiala dupattas, pants, printed palazzos, and skirts; chiffon and cotton
dupattas; suit sets; and accessories

Category: Manufacturer

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The current status of Biba Fashion Limited is - Active.

The last reported AGM (Annual General Meeting) of Biba Fashion Limited, per our records,
was held on 25 July, 2022. Also, as per our records, its last balance sheet was prepared for the
period ending on 31 March, 2022.

Biba Fashion Limited has six directors - Anish Kumar Saraf, Saurabh Modi, and others.
The Corporate Identification Number (CIN) of Biba Fashion Limited is
U74110HR2002PLC083029. The registered office of Biba Fashion Limited is at 13th Floor,
Capital Cyber Scape Sector-59, Golf Course Extension Road, Gurugram, Gurgaon, Haryana.

1.1 History

In 1982, Meena Bindra started a small-time clothes designing business from her home with a
loan of ₹8000. The brand Biba was established in 1988 and initially operated as a wholesaler
of Biba brand clothes to retail companies.
Biba opened its first standalone store in 2004, at Inorbit in Mumbai. Kishore Biyani’s Future
Group acquired a 6.5% stake in Biba in 2007. Future group divested from Biba Apparels in
2013. In 2014, Biba Apparels acquired a minority stake in the designer label Anju Modi.

1.2 Bollywood fashion

Meena Bindra (third from left) with Union Minister of Textiles Smriti Irani (fourth from left)
at the launch of collaboration between India Handloom Brand and BIBA Apparels
In 2002, BIBA tied up with Mukta Arts to replicate designer costumes from four of its

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movies Taal, Yaadein, Pardes and Badhai Ho Badhai, thus tapping the Merchandising movie
memorabilia of the Indian market.
It made its first stint in Bollywood merchandising with its integration in Na tum Jaano Na
Hum, followed by many others including blockbuster movies such
as Devdas, Hulchal and Baghban.

1.3 Collaboration
In October 2012, BIBA joined hands with designer Manish Arora by taking up a 51% stake
in the brand Indian by Manish Arora. This fashion apparel brand launched in 2009 and offers
apparels such as salwar kameez, sarees, lehengas, kurtis, tunics, and T-shirts.
With its design collaboration with Rohit Bal, a niche collection, BIBA by Rohit Bal, was
launched in 2013 to be retailed at select BIBA stores. The collection’s main focus
was embroidery, gold and silver cutwork, and elegant Mughal block print patterns.

1.4 Mission & Vision:

From using clean comfortable silhouettes to champion the modern Indian woman, to creating
gorgeous designs steeped in our tradition, as well as presenting a line of chic and adorable
clothing for children from 2 to 15 years, today BIBA is a powerhouse of contemporary as
well as Indian fashion.

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 CHAPTER 2
RESEARCH DESIGN
2.1 OBJECTIVE:-
1. To study the brand under biba
2. To study the branding activities by Biba
3. To study ownership, biba has in Indian fashion market

2.2 RESEARCH METHODOLOGY:

Our research is based on secondary data source. The information has taken from Biba official
site- https://www.google.com/aclk?
sa=l&ai=DChcSEwjJmsL4uKj9AhVMJSsKHYDjD9oYABAAGgJzZg&sig=AOD64_2Vc8u
hrlXGtY3JOuFKh67h_U3Kjw&q&adurl&ved=2ahUKEwiHg7r4uKj9AhWjcGwGHe19AG0
Q0Qx6BAgKEAE

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 CHAPTER 3

BRAND OWNED BY BIBA

3.1 Rangriti
Rangriti, launched in 2015, aims at bringing freshness, variety and style to every
woman’s closet. Rangriti a part of Biba Apparels has over 100 exclusive brand outlets
across India. Ot provides high-end fashion at very attractive prices. It also sells
through multi-brand outlets and online through its website, e-commerce platforms
Flipkart, Amazon, Myntra, Ajio, Tata Cliq, Nykaa Fashion, Snapdeal, among others.
Rangriti offers kurtis, anarkalis, dupattas, salwars, chanderi skirts, shararas, slim
pants, churidars, bandhanis and palazzos, among many others.
Kriti Sanon is the brand ambassador for Rangriti. With this association, the ethnic
wear brand aims to strengthen its customer base and bank on the actor’s popularity to
fuel its growth in the coming the months.
www.rangriti.com ("Website") is an Internet based content and e-commerce portal
licensed by BIBA Fashion Limited, a company incorporated under the laws of India.

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 CHAPTER 4

OWNERSHIP OF THIS BRAND

Biba Apparels launched Rangriti as a cheaper priced subsidiary in 2015 and the
brand’s current turnover is 100 crore rupees (approximately 15 million US dollars).
The business aims to triple that figure to 300 crore rupees (approximately 45 million
dollars) over the coming few years which would mean a massive expansion for the
subsidiary: "We currently have about 44 stores under Rangriti, and are looking to
triple this business to Rs 300 crore over the next few years," said Bindra. As Rangriti
focuses on Tier 2 and 3 cities, expansion will mostly take place in more rural areas.
www.rangriti.com ("Website") is an Internet based content and e-commerce
portal licensed by BIBA Fashion Limited, a company incorporated under the
laws of India.

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 CHAPTER 5

BRANDING ACTIVITIES

The promotional and advertising strategy in the BIBA marketing strategy is as follows:
Biba’s initial promotional activities were boosted through famous Bollywood movies – It had
designed for movies like “Na Tum Jano Na Hum”, Devdas, Baghban, Hulchul, etc. Where
the dresses of actresses came into the limelight and drew praises. Innovative marketing
campaign is usually It's USP with a recent “Change is Beautiful” ad touching the hearts of
many Indians by emphasising on Indian arrange marriages and their changing dynamics. It
regularly gives promotional discounts at various festivals like Diwali, Dussehra, New Year,
etc. Collaborative advertising with its online distribution partners like Myntra when they give
seasonal discounts. It uses online and digital advertising on social media platforms like
Facebook, etc. It's ads usually come with moral messages on the way people perceive beauty
to reach and connect with its target audience of urban and semi-urban women. Hence this
completes the Biba marketing mix.
5.1CAMPAIGN
5.1.1 “Project Ghar”
BIBA - the leading Indian wear brand, in partnership with iProspect India, has launched a
powerful digital campaign titled ‘Project Ghar’. The campaign touches upon how mothers
build a safe and fulfilling environment for their families and how they prioritise their
children’s dreams and desires while putting their own on the side and finding happiness &
success in their children’s success. The film urges the children and the spouse to plan and
honor a mother’s dedication by helping her to tick off her wishlist. 

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 5.1.2 “Change is beautiful”

The brand has come up with a powerful digital film showcasing the wide spread gender
prejudices in our culture when it comes to arranged marriages. Change the Convention
#ChangeIsBeautiful is a light yet thought-provoking take on arranged marriages in India. Our
societal structure is such that a woman is made to be the weaker link in the partnership that is
marriage.

5.2 CELEBRITY ENDORSEMENT

5.2.1 KRITI SANON

Kriti Sanon, the Bollywood actress has successfully managed to captivate people with
her work for years, making her one of the most desirable faces in the brand world as
well. Kriti has just been recently appointed as the Brand Ambassador for Biba
Fashion Ltd’s modern Indian clothing brand Rangriti.

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 5.2.2 SONAM KAPOOR AHUJA

The one name that comes to your mind when you say the word Bollywood fashionista is none
other than the fashion queen – Sonam Kapoor Ahuja. She is the one who can wear anything
and make it a fashion essential, just like this Angrakha dress, perfect fusion wear.

REVIEWS OF DIFFERENT CUSTOMERS

1. OISHIKA CHAUDHIRY
Authentic & superb traditional attire collection
If you are looking for an authentic as well as super comfortable Indian traditional attire brand,
the answer is BIBA. I have been wearing BIBA suits and kurtas for years now. The best thing
about BIBA collections is that all their collections are unique and authentic ethnic collections
for Indian women. They always use the most comfortable materials which are suitable for our
Indian climate. I am using BIBA collections for all my festive days and for all types of parties
since my college days. If there is any festivities around the corner, BIBA is my automatic
choice. And BIBA kurtas are my daily office-wears. The Prices are absolutely reasonable as
well. Even they offer discounts even up to 50%-60% twice or thrice a year.

2. MITAL PAREKH
Perfect for online Indian apperals shopping

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BIBA has a very good variety of Indian attires. Fabric quality is very good. Their product
details (size chart fabric inner lining etc. ) are just perfect, so you know what you are paying
for. Their delivery is timely and very quick (3 to 5 business days both Indian and
International). Cost of product for international customers is also reasonable (which is more
than its indian rupee cost but it is as per USA cost standards).

3. PREETHI RAMAKRISHN

Salwsr bottom. Poor quality. No response from customer care.

Bought a salwar bottom. Very transparent and poor material quality. Think twice before
ordering online from biba.

4. SHARMARON
Very poor quality of fabric
Exorbitant cost of suits and pathetic quality of fabric used. I must have bought suits from
local markets however have never seen cloth matearial tearing itself through exerting
pressure by bending alone. Twice it has happened that fairly a new buy from Biba has met the
same fate . two suits priced at Rs 3, 500 approx which were worn not more than 5-6 times got
torn from shoulder while forward bending. The suit got torn not from the seems but a little
away from that so it can't be even repaired. Rs 7, 000 gone down the drain!

5. SHRADDHA_SAKPAL
Poor service from staff
I went to Biba shop in Kutla market city located in 1st floor. I went in shop with my mother.
There was few people from staff. When they saw me no one come ahead. They were beazy
cracking there personal talks. After that i looked at one lady then one man came infront of me
and I asked him that I am looking for kurta in white.. he said, ” idhar jo laga wo dekh lo”.
And suddenly he leave and went to other room. My mom follow him because she was
thinking he is showing us something in white but I told my mon he left. This was very rude.
Even i small shops staff sell there product to customer. F... this is not the way to talk to
customer first of all. You have to show them what best you have and what will suit on
customer. There was lady staff but she didn’t came to handle customer she was busy with
gossiping with other staff. Seriously they should hire educated staff jot like this gawar people.
Which clearly seems that people overthere is gawar/illiterate. I left that shop and I bought

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biba kurati from lifestyle and there staffs help me to find out kurati and plazzo. I will surely
not going to visit biba shop particularly in Kurla market city.
CONCLUSION
Women in India do prefer to wear ethnic clothes over western clothes not because of their
family obligation or their identity but because of their own choice and as we all know that
India is a fusion of different cultures.

Therefore, everyone has specific attire preference within the ethnic wear for particular
occasion according to their region and tradition.

At the time, there was no readymade Salwar Kameez,, moreover, Biba is the only industry
who was selling readymade Salwar kameez, Biba was always selling their product with low
cost good quality, also give delivery on time and these are reasons behind their success.

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