Business

Unforgotten Brands: Biba

Meena Bindra’s story is one of ambition, resilience, and an unwavering spirit to remain independent. Born and raised in Delhi, Meena Bindra married a Navy man right after she turned 19 and graduated from Miranda College, New Delhi. The nature of her husband’s job meant that they lived all over India and even spent some time overseas in Moscow, travelling extensively across Europe.

In the early 1980s, Bindra and her husband settled in Mumbai with their two young sons. It was in Mumbai that Meena began to dream of doing something meaningful to keep herself busy. With her husband’s support, they took a loan of Rs. 8,000 to kickstart her endeavour. However, she faced numerous challenges: she had no formal training, no design skills, and no exposure to entrepreneurship. Moreover, her husband’s job was transferable, and they could be relocated at any moment. All Meena wanted at the time was to earn some extra pocket money while working from home, with no grand ambitions in mind.

Determined to bring her creative designs and colours to the public, Meena acquired some fabric and found a young block printer with whom she would work for over a decade. Guided by her natural aesthetic sense, Meena created 40 salwar suits, each costing her Rs. 100. Despite the high price of Rs. 170 per piece, they were an instant sell-out. The public was drawn to her elegant designs in cotton and traditional Indian styles, which were hard to find in ready-made suits at that time.

Meena’s cautious approach to business was evident from the beginning. Having lost her father at a young age, she grew up as a cautious individual. Instead of spending the entire loan amount, she used only Rs. 4,000, making a profit of Rs. 2,800. She repaid the loan within five months, never needing to withdraw the remaining amount.

Initially, her clothes were sold without a brand name, simply referred to as ‘Mrs. Bindra’s suits. This prompted her to think of a name, and “Biba” – a Punjabi endearment meaning nice or elegant – came to mind. Thus, Biba Apparels was born.

As her business began to flourish, Meena faced the challenges of managing marketing, finances, planning, and other crucial aspects. It was during this time that Mumbai’s esteemed fashion store, Benzer, provided her the opportunity to showcase her products outside her home. Meena’s ability to identify an untapped market for ready-made salwar kameez sets and her exploration of ethnic Indian prints, fabrics, and designs revolutionized the fashion industry.

Despite the initial success, Meena had to make tough decisions. Her largest client, Benzer, once demanded exclusivity, which would have meant supplying only to them. Despite being new to the trade, Meena refused the proposal, resulting in the cancellation of many orders and significant losses. However, support from other retailers helped her overcome this setback.

Between starting from home and supplying major retailers, Meena and her husband lived separately in different cities for about eight months. When her husband retired in 1994, the family moved back to Delhi. By then, Meena was already supplying to organized retailers like Shoppers Stop, which opened its first store in 1991. The business continued to grow, and by the late 1990s, Meena moved the business operations to Delhi.

In 2004, Meena opened her first store in Malad’s Inorbit Mall, followed by another in Nariman Point. Since then, Biba has expanded rapidly, opening 180 stores with plans to add 50 more over the next 12 months. Despite the business’s success, it remained a family-run operation. However, recognizing the need for an experienced partnership, Meena’s younger son Siddharth took over the business in 2010 after her elder son Sanjay exited.

Under Siddharth’s leadership, Biba experienced significant growth and is now aiming to cross the Rs. 1,000-crore mark in sales. Meena attributes much of the company’s growth to Siddharth’s efforts, acknowledging that while she managed to start and run the business, her son’s involvement has been crucial in scaling it up.

Meena Bindra’s entrepreneurial journey serves as an inspiration for aspiring businesswomen. Her story demonstrates the power of perseverance, innovation, and originality. She has not only made an indelible mark on the fashion world but also paved the way for aspiring entrepreneurs, especially women, to pursue their dreams and make their mark on the world.