Manyavar mohey12/29/2022 ![]() ![]() Yet, the company’s margins have remained around 20-25 per cent. Revenues have fallen from Rs 947 crore to Rs 625 crore, a decline of 34 per cent. Revenue has degrown during financial year 2021 (FY21) due to the Covid-19 pandemic. The company spends around 7 per cent of it revenues on advertising and marketing which indicates its seriousness about brand-building. Its brands like Mohey focuses on the ladies’ festive clothing segment whereas Mebaz focuses on the south-Indian market. ![]() While Twamev is focused on the premium segment, Manyavar focuses on the mid-segment customers. VFL has three major brands - Tvamev, Manyavar and Manthan. ![]() These include values-based messaging themes focused on driving traditional cultural values, such as “Diwali Wali Feeling”, “Shaadi Grand Hogi”, “PehnoApniPehchan” “ApnoWaliShaadi” and “ShaadikaKharchaAdhaAdha”. The company has built a strong brand which has allowed it to generate strong returns in a competitive market. The company has also ventured into the United States of America, Canada and the United Arab Emirates. In total, the company has 525 exclusive brand outlets spread over 207 cities and towns. Almost 90 per cent of its sales are made through exclusive brand outlets owned by franchisees, while the remaining sales come from large format store, multi-brand outlets and online sites.Ībout 70 per cent of its franchisees have been with the company for three or more years. The company acts as a one-stop-shop for celebration clothing needs through its multi-channel outlets. VFL is the largest company in the Indian wedding and celebration wear segment, according to the company’s DRHP. The IPO will be an offer for sale where the existing investors and the promoters are expected to partially exit their stakes. Vedant Fashions Limited (VFL), the company which owns brands like Manyavar and Mohey, has filed a draft red herring prospectus (DRHP) for an initial public offering (IPO). ![]()
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