Can Bani Women Become The Go-To Brand For Modern Indo-Western Wardrobes?

After spending over 20 years in the fashion industry, Piyush Mangla, a first-time entrepreneur, identified a growing demand for high-quality Indo-Western wear that seamlessly fuses cultural heritage with contemporary aesthetics. Having grown up in a family with deep roots in garment manufacturing, he had an in-depth understanding of the industry’s dynamics. 

However, it was during the Covid-19 pandemic that he witnessed the rapid acceleration of direct-to-consumer (D2C) brands, inspiring him to step away from the traditional family business and carve his own path in the industry.

In 2020, Mangla founded Bani Women with the vision of offering thoughtfully designed apparel that enhances confidence, comfort, and personal expression. The brand caters to modern women who seek stylish ensembles that honor tradition while embracing evolving fashion trends.

Making Big Strides Into The Indo-Western Wear Market

Bani Women operates in the mass-premium D2C segment, focusing on Indo-Western wear that seamlessly blends craftsmanship with modern designs. Unlike traditional ethnic wear, which often leans heavily on cultural motifs, or Western outfits that lack Indian influences, Bani Women’s designs strike a balance between both. The brand’s flagship products include kurta sets, co-ord sets, and dresses, all of which have gained immense popularity among customers.

The Indo-Western fashion market is highly competitive, with major brands like Suta, Libas, Truebrowns, and Sabhyata dominating the space. However, Bani Women differentiates itself by ensuring premium craftsmanship while maintaining affordability. With over 518 SKUs and a growing product portfolio, the brand has made Indo-Western wear more versatile and accessible to a broader audience, including plus-size customers.

Scaling Across Channels And Looking Ahead

From its inception, Bani Women adopted an aggressive online-first strategy. The brand sells through its own website, BaniWomen.com, as well as major ecommerce marketplaces, including Amazon, Myntra, Ajio, and Nykaa. Myntra and Ajio remain its top-performing platforms, driving a significant share of revenue. Recognising the potential of global expansion, the brand has also entered the US market, where demand for fusion wear is steadily increasing. Additionally, the brand is expanding into offline retail through partnerships with multi-brand outlets (MBOs) to improve accessibility and cater to customers who prefer an in-store shopping experience.

Despite a flat revenue growth from INR 15.6 Cr in FY23 to INR 14.2 Cr in FY24, Bani Women remained focused on strengthening its digital presence and forging strategic offline collaborations. Looking ahead, the brand aims to close the financial year 2024-2025 (FY25) with an estimated revenue of INR 16 Cr. By 2026, it envisions itself as a leading name in Indo-Western fashion, with plans to launch exclusive brand outlets in metro cities, expand its global footprint, and introduce a premium segment to cater to high-end customers.

By 2026, Bani Women plans to establish itself as a leading name in the category by launching exclusive outlets in metro cities, expanding globally, and venturing into premium segments.

[Authored By Pooja Yadav]