Around this time, a major turning point came. It is said that Ravi spent ₹20,000 without taking his father’s permission, which led to a serious disagreement between them. In anger and determination, Ravi decided to start something of his own. His mother supported him by giving a loan of ₹10,000—and from here began the humble but determined first step of Manyavar.

In 1999, Ravi registered the company under the name Vedant Fashions Private Limited, named after his son. Soon after, the brand name “Manyavar” was born, which means “a respected and honorable person.” The tagline was simple yet powerful: “Earn Your Respect.”

In the beginning, capital was limited and systems were basic. So Ravi sold his products mainly through multi-brand outlets (MBOs), early-format hypermarkets, and local retailers. Some large retailers bought goods in cash, which helped keep the business running smoothly during the early days.

However, this model had its limitations. Selling through other stores meant Manyavar had no direct connection with customers. There was no control over how the clothes were displayed, priced, or promoted. This gap made Ravi realize that a retail model with direct control was necessary.

As a result, in 2008, the first exclusive brand outlet was opened in Bhubaneswar, outside Kolkata. This marked the beginning of a structured, brand-controlled retail experience for Manyavar.

As the retail network grew, the need arose for a scalable model that would reduce the burden of capital. The company experimented with different models like COCO and COFO. Finally, around 2016–17, the brand settled on the FOFO (Franchise-Owned, Franchise-Operated) model. This opened the doors for rapid expansion. Design, supply chain, and marketing were handled by the brand, while store operations, investment, and local networks were managed by franchise partners.

During this phase, Manyavar did not stop at design or expansion. Ravi Modi took a visionary step by investing heavily in technology. At a time when most fashion and ethnic brands in India were not even thinking about digital systems, he implemented a full-scale ERP system. This system connected production, warehouses, design, inventory, and sales into one platform. For a young brand with limited resources, this was a bold move—but it proved to be a game-changer.

This system made it possible to understand which designs sold more in which locations, which colors and sizes worked best in different cities, seasonal demand patterns, and regional cultural preferences. This data intelligence helped the company achieve precision-controlled production. Whether it was Kolkata, Jaipur, Varanasi, Dubai, or California, the right stock reached the right customers. As a result, Manyavar achieved what is almost impossible in the fashion industry—just 3% unsold inventory, an unbelievable benchmark.

Because of this efficiency, the brand has never offered sales or discounts for over 20 years. Every product is sold at full price. This strengthened the brand’s premium image and increased customer trust.

Manyavar started with simple traditional wear like kurta-pajama sets. But soon it became clear that Indian festivals, weddings, religious events, and family functions all require different kinds of clothing. So the portfolio expanded to include sherwanis, bandhgalas, Indo-western wear, jackets, accessories, festive jackets, and occasion-based collections. This transformation helped Manyavar move beyond being “just a wedding brand” to becoming a complete celebration-wear brand. It changed the way men chose traditional and fusion wear for festivals and family occasions.

From its first store in 2008, Manyavar expanded rapidly. As per recent figures, the brand has 600+ stores across more than 200 cities in India, along with dozens of international stores in countries like the USA, UAE, and Canada.

Understanding that weddings and celebrations in India are equally important for women, the company launched its women’s brand “Mohey” in 2016, offering sarees, lehengas, suits, and festive wear.

Manyavar then took a major leap by investing strongly in marketing. Making Indian cricket team captain Virat Kohli the brand ambassador helped the brand connect directly with the nation’s emotions. Later, stars like Ranveer Singh, Kartik Aaryan, Amitabh Bachchan, and for Mohey, Anushka Sharma and Kiara Advani joined the brand. This boosted the brand’s appeal, making Manyavar synonymous with weddings, glamour, and prestige.

Memorable campaigns for Diwali, Eid, and wedding seasons—such as “Shaadi Ki Shehnai,” “Taiyaar Hokar Aaiye,” and “Dulhanwali Feeling”—turned Manyavar into more than just a brand. It became an emotion.

In 2022, Vedant Fashions launched its IPO, raised significant capital, and created a proud moment for the Indian ethnic-wear industry. For the financial year ending March 2025, Vedant Fashions reported a consolidated revenue of approximately ₹1,472 crore, with a net profit of around ₹389 crore.

What started in a 140-square-foot shop today beautifully blends tradition with modernity. This is not just a balance of old and new—it is a victory of determination. That is why Manyavar is not just a brand; it is a journey.

Writer: Sanjay Satalkar
Consultant in Advertising & Marketing