Manyavar

What Manyavar does

Manyavar is an Indian ethnic celebration wear brand founded in 1999 by Ravi Modi and headquartered in Kolkata, West Bengal. It is the flagship consumer brand of Vedant Fashions Limited, a publicly listed company on Indian stock exchanges. The brand sells Sherwanis, Indo-Western outfits, Kurta-Jacket sets, Nehru Jackets, Jodhpuri suits, and accessories for men, and through its sub-brand Mohey, Bridal Lehengas, Sarees, Indo-Western dresses, and stitched suits for women. A Kids line covers boys' ethnic and fusion wear from infant through teen. Supporting product layers include accessories, the premium men's sub-brand Twamev, celebrity-curated collections, and a South Indian Vivaham collection.

The company operates 600+ exclusive brand outlets across 240+ cities in five countries (India plus UAE, USA, Canada, UK), supplemented by 15 international stores and multi-brand retail partnerships with chains such as Lifestyle, Ethnicity, Lulu Hypermarket, Reliance Centro, and V-Mart. Direct-to-consumer e-commerce is operated through www.manyavar.com with shipping to India, USA, UK, Australia, Canada, and UAE. The technology stack is a standard multi-channel commerce platform with no proprietary AI/ML systems disclosed; integrations include Google OAuth and Facebook login, GoDaddy SSL, payment gateways (UPI, credit/debit cards, Net Banking, PayPal, COD, wallets), and logistics partners (Delhivery, FedEx, Blue Dart, DTDC, DHL, India Post).

Revenue is generated entirely through one-time retail transactions: physical store sales, multi-brand retail merchandising, and DTC online sales. Pricing is unit-based with no subscription or recurring model; ASPs range from roughly ₹1,699 for entry Sarees to ₹44,999 for premium bridal Lehengas, with Sherwanis starting at ₹12,999 and Kurta sets spanning ₹1,899–₹16,999. Customer segments are verticalized around use case (Men – Wedding/Groom, Women – Bridal/Celebration, Kids, and General Celebration Wear). Marketing is celebrity-led at the highest advertising spend in the ethnic wear category, anchored by Ranveer Singh, Amitabh Bachchan, Kartik Aaryan (Manyavar), and Alia Bhatt, Kiara Advani (Mohey), with seasonal campaigns timed to India's October–December wedding peak and festivals such as Diwali.

Name

Manyavar

Legal name

Vedant Fashions Limited

Website

https://manyavar.com

Company type

Public

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

Manyavar is an Indian ethnic celebration wear brand under Vedant Fashions Limited, selling sherwanis, kurtas, lehengas, sarees, and accessories for men, women, and children. It serves wedding and festive occasions through 600+ exclusive stores, multi-brand retail, and e-commerce across India and four international markets.

Ownership category

akta.pro rank

Product category

Ethnic Wear Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Modest & Religious Apparel Retail (CRAAABAK)

Keywords

• Ethnic wear retail
• Wedding apparel brand
• Celebration clothing
• Indian fashion retail
• Bridal ethnic wear

Headquarters

HQ city

Kolkata

HQ country

India

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Marketing or Sales, Personnel, Supply Chain, Infrastructure

Revenue model

1. Ethnic Wear Retail: One-time sale of celebration wear (ethnic clothing and accessories) through exclusive brand outlets, multi-brand retail partnerships, and e-commerce. Products include Sherwanis, Indo-Westerns, Kurta sets, Lehengas, Sarees, and accessories for men, women, and children.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Manyavar, under Vedant Fashions Limited, designs and sells Indian ethnic celebration wear — Sherwanis, Indo-Westerns, Kurta-Jacket sets, Lehengas, Sarees, accessories, and kids' ethnic wear — through 600+ exclusive brand outlets across 240+ cities in India and 15 international stores in UAE, USA, Canada, and UK, supplemented by multi-brand retail partnerships and a direct-to-consumer e-commerce store at manyavar.com. Sub-brands include Mohey (women's celebration wear) and Twamev (premium men's wear).

Product overview

Manyavar operates as a unified platform with two core brands under the Vedant Fashions Limited umbrella. The primary Manyavar brand serves men's ethnic celebration wear (Sherwanis, Indo-Western, Kurta-Jackets, accessories), while the Mohey sub-brand targets women's celebration wear (Bridal Lehengas, Sarees, Indo Western). A dedicated Kids line serves boys' ethnic wear needs. Supporting offerings include accessories, celebrity collections (Rashmika & Vijay, Celebrity Wardrobe), and a premium Twamev line. Member-exclusive features like Wedding Closet and Video Commerce appointments enhance the shopping experience. The platform operates across 600+ stores in 240+ cities with 15 international locations across UAE, Canada, USA, and UK.

Differentiator

Problem solved

Functional benefit

Brands

• Mohey: Women's celebration wear label offering bridal lehengas, sarees, indo-western dresses, stitched suits, blouses, and accessories for weddings and festive occasions.
• Twamev

Products and services

• Manyavar Men's Ethnic Wear Core men's ethnic celebration wear line offering Sherwanis, Indo-Western outfits, Kurta-Jacket sets, Kurta Pajama, Nehru Jackets, Jodhpuri Suits, Bandhgalas, Bottom Wear, and accessories, targeting grooms and male wedding attendees for wedding, reception, engagement, sangeet, and haldi occasions.
• Mohey Women's Celebration Wear Women's celebration wear label featuring Bridal Lehengas, Sarees, Indo-Western dresses, Stitched Suits, Blouses, and accessories for brides and wedding guests across wedding, engagement, sangeet, reception, mehendi, haldi, and cocktail occasions.
• Manyavar Kids Ethnic and fusion wear collection for boys including Kurta Pajama, Kurta Jacket sets, Kurta Dhoti, and Indo Western styles, segmented by age groups (Infant, Toddler, Junior, Pre Teen, Teen) for wedding attendance, festivals, and traditional occasions.
• Twamev Premium Men's Wear Premium men's ethnic wear brand launched under the Manyavar umbrella, representing higher-end ethnic fashion offerings positioned above the core Manyavar line.
• Manyavar Accessories Accessories complementing ethnic wear including Safa (turban), Mala (garland), Juti (traditional footwear), Brooch, Dupatta, Pocket Square, Shawl, and Perfume for men.

Quantifiable outcome

• 300 million views in 72 hours achieved by celebrity campaign

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• Vijay Deverakonda and Rashmika MandannaflagshipGTM or Marketing Partner · 13 April 2024Celebrity couple featured as brand ambassadors for Manyavar Mohey wedding campaign. Their wedding and subsequent advertisement campaign for the brand achieved 300 million views in 72 hours, making it one of the largest celebrity-led marketing events in India. The campaign was executed under three days with 360-degree digital and social media rollout.
• Ranveer SinghcoreGTM or Marketing PartnerBollywood actor featured in campaigns including #DiwaliWaliFeeling and #TaiyaarHokarAaiye. His association represents the brand's positioning around celebration wear and setting new standards of excellence.
• Amitabh BachchancoreGTM or Marketing PartnerLiving legend associated with the brand to represent Indian culture and tradition. Featured in #DiwaliWaliFeeling campaign as an ideal man to represent the core brand ethos.
• Kartik AaryancoreGTM or Marketing PartnerYouthful brand ambassador for Manyavar with campaigns #Groomsquad and #TaiyaarHokarAaiye. His style and charm align with the brand's modern wedding positioning.
• Kiara AdvanicoreGTM or Marketing PartnerBrand ambassador for Mohey (women's wear) since January 2023, reinforcing #DulhanWaliFeeling. Represents the modern Indian bride - radiant, confident, and independent.
• Alia BhattcoreGTM or Marketing PartnerMohey brand ambassador representing belief in being one's truest self. Alliance aligned with Mohey's brand ethos of embracing and celebrating unique identity.
• Anushka SharmacoreGTM or Marketing PartnerEarlier brand ambassador for Mohey, part of the brand's evolution in the women's celebration wear segment (2017-2019).
• Ram CharancoreGTM or Marketing PartnerTollywood star featured in #TaiyaarHokarAaiye campaign. Represents quiet discipline and consistency creating lasting greatness.
• Virat KohlicoreGTM or Marketing PartnerIconic Indian cricketer signed as brand ambassador (2015-2017), bringing sports celebrity appeal to the ethnic wear brand.
• Kolkata Knight Riders (KKR)minorGTM or Marketing PartnerIPL cricket team partnership beginning 2011, with Manyavar becoming official Celebration Wear sponsors. Association extended in subsequent years.
• Rajasthan Royals and Kings XI PunjabminorGTM or Marketing PartnerIPL team collaborations (2017-2019) extending the brand's sports marketing reach beyond KKR.
• Lifestyle, Ethnicity, Lulu Hypermarket, Reliance Centro, V-MartcoreChannel Partner/ Reseller/ DistributorMulti-brand retail partnerships for merchandise sales beyond exclusive stores. Growing stronger relationships with these retail chains to expand reach across India.
• Delhivery, FedEx, Blue Dart, DTDC, DHLminorOthersThird-party courier partners for order delivery across India and internationally. Orders shipped from Kolkata warehouse via these partners.
• Karan JoharminorGTM or Marketing PartnerHost of 'The Manyavar Shaadi Show' - a show positioning Manyavar as a companion through every ritual and emotion of Indian weddings.

Scale indicators6 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• Fabindia: Fabindia is India's largest ethnic wear and home furnishings retail chain, with a multi-product assortment spanning men, women, kids, and home. Comparable to Manyavar as a pan-India ethnic and celebration-wear specialty retailer, though Fabindia spans a broader lifestyle category beyond wedding-specific apparel.
• Sabyasachi (Aditya Birla Fashion partnership): Sabyasachi is India's most recognized luxury bridal couture brand, now partnered with Aditya Birla Fashion. Comparable to Manyavar's premium tier (Twamev) and bridal lehenga range (Mohey) at the high end of wedding spend, though Sabyasachi targets the ultra-premium occasion-wear segment.
• Manish Malhotra:

Direct peers

• Biba: Biba is a leading women's ethnic wear brand in India with a national multi-brand and exclusive store footprint, sold through Lifestyle and Central. Comparable to Manyavar/Mohey as a directly competitive women's ethnic and festive-wear retailer with overlapping customer base and price points.
• W for Woman: W is a women's ethnic and fusion wear brand with pan-India retail presence and an in-house design-led model. Directly competes with Mohey in the women's celebration and festive-wear segment, with similar price points and mall-based distribution.
• Ethnix by Raymond: Ethnix is Raymond's standalone ethnic wear retail chain targeting men's celebration and festive wear, including sherwanis and kurtas. Directly competes with Manyavar on men's ethnic occasion wear, leveraging the Raymond brand umbrella for credibility and sourcing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Manyavar_
• Facebookfacebook.com/Manyavar
• LinkedInlinkedin.com/company/vedant-fashions-private-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Manyavar