Manyavar Brand Guidelines: Ravi Modi’s Kolkata Wedding Wear, IPL Shirts & a 2022 Listing

A garment store in AC Market and a men’s ethnic-wear idea.

Manyavar is a Kolkata brand of Indian wedding and celebration wear, owned by Vedant Fashions Limited. The company’s timeline says the brand started operations in 1999 through a predecessor entity and that Vedant Fashions Pvt. Ltd. was incorporated in 2002 in Kolkata; its founder, chairman and managing director is Ravi Modi. The trade title Social Samosa, in a November 2020 history of the brand’s advertising, reported that Modi was 22 when he launched Manyavar, that he had graduated in commerce from St. Xavier’s College, and that he had worked in his family’s garment store in Kolkata’s AC Market, on Shakespeare Sarani, before setting out to build a branded men’s ethnic-wear label.

The name, Social Samosa noted, translates literally as a greeting. The brand started with wedding wear and, the publication reported, later moved into celebration, festive and casual wear, including lines of cotton kurtas and pajamas meant to make Indian wear an everyday choice. Its current website arranges the men’s range by product, from the kurta pajama and the kurta with Nehru jacket to the Jodhpuri suit, the sherwani and Indo-western sets, and by occasion, from engagement and sangeet to haldi, mehendi and reception, with accessories such as the safa, the mala and the juti.

The company’s timeline marks the steps of its retail growth: its first exclusive brand outlet opened in Bhubaneswar in 2008, its first international store in Dubai in 2011 and its first store in the USA in 2016. Vedant Fashions says it follows an asset-light model in which a significant part of production is handled by outside manufacturers, covering cutting, embroidery, stitching and finishing, while it manages design, fabric sourcing and quality control itself.

Cinema spots, cricket shirts and celebrity films.

Manyavar’s visibility was built through advertising. Social Samosa reported that the brand first leaned on print, outdoor and in-cinema advertising, with early films made for pre-movie and interval slots, and early campaigns such as “Yaaron Ke Nakhre,” about friendship in the wedding season. The “Rang Jama De” campaign, marking a colour collection for the wedding season, ran on billboards, bus shelters, skywalks and metro pillars across Mumbai, planned by Bright Outdoor, the publication said.

Sport came next. In 2013 Manyavar sponsored three Indian Premier League teams, Kolkata Knight Riders, Delhi Daredevils and Sunrisers Hyderabad, with its logo on the players’ jerseys, Social Samosa reported; it was an associate sponsor of the Indian Super League in 2014 and partnered Rajasthan Royals and Kings XI Punjab in 2018. Its taglines over the years have included “Maan Dene Se Maan Milta Hai,” “Pehno Apni Pehchaan” and “Taiyaar Hokar Aaiye.”

Celebrity campaigns followed. The cricketer Virat Kohli joined in 2016, appearing in the #AadhaAadha film and, in 2017, the “Har Tyohar India Ka Tyohar” campaign; Social Samosa named Shreyansh Innovations as the creative agency and Kinetic India as the media agency for that period. In 2019 the actors Kartik Aaryan, Ranveer Singh and Amitabh Bachchan fronted campaigns including #GroomSquad and #DiwaliWaliFeeling, the publication reported. A 2018 sequel starring Virat Kohli and Anushka Sharma, “Naye Rishtey, Naye Vaade – Hamesha,” was directed by the film-maker Shashank Khaitan, and in 2020 the brand ran #ShaadiGrandHogi, a wedding-season campaign about the intimate moments of a wedding, Social Samosa said.

The company has built further labels around Manyavar. Its timeline lists Mohey, a women’s celebration-wear label launched in 2015; the acquisition of Mebaz in 2017; Manthan, a value celebration-wear label, in 2018; and Twamev, a premium menswear brand, in 2019, which opened its own exclusive outlets in 2023. Social Samosa reported that Mohey launched with the actor Aditi Rao Hydari, and that Alia Bhatt later became its ambassador.

Indian fashion and lifestyle brands.

Indian fashion and lifestyle brands tend to present themselves through what they make for particular moments. Ethnic-wear labels sort their ranges by garment, from kurtas, suit sets and sarees to sherwanis and lehengas, and by occasion, from festivals and office days to the separate ceremonies of a wedding. Western-wear and suiting labels lean instead on fabric, fit and the working week, and many companies now sell both kinds of clothing side by side.

Ownership is part of the story. Several names sit inside larger listed or private groups, such as Aditya Birla Fashion and Retail, Vedant Fashions, TCNS Clothing and Raymond, while others remain founder-run or family-run companies that have taken outside investors. Corporate and investor pages are usually the plainest record of this: they set out founders, subsidiaries, stock-exchange listings and the dates on which a label was launched, bought or merged, and those pages are a sensible place to start when tracing who owns a brand today.

Visual identity is mostly carried by the stores and the campaigns rather than by published brand manuals. Exclusive brand outlets in malls and high streets, shop-in-shops in department stores, cricket sponsorships, cinema spots and celebrity ambassadors do much of the work, and a company’s logo is often seen first on a shopping bag, a jersey or a billboard. Colour palettes and typefaces are seldom documented in public.

This guide follows that record. It sets out founding dates, owners and listings as the companies and dated press reports give them, names collections and campaigns only where a source names them, and treats the colours and type shown here as an unofficial interpretation rather than a brand standard.

A listed owner and a wider family of labels.

Vedant Fashions became a listed company in February 2022. Business Today reported on 16 February 2022 that its shares made their debut on the BSE and the NSE that day, after an initial public offering held from 4 to 8 February. The issue was entirely an offer for sale of existing shares by the promoter and other shareholders, and the market regulator SEBI had approved it on 24 January, the paper reported. It described Vedant Fashions as the owner of Manyavar and Mohey, with Twamev, Manthan and Mebaz among its other brands.

The company says its brands now reach shoppers in India and abroad, naming the USA, Canada, the UK and the UAE among its markets, and its website gave a count of 497 exclusive brand outlets in its summary of results for the second quarter of the 2026–27 financial year. It says it has widened the regional range of its wedding wear, adding the veshti and the panchakacham, South Indian ceremonial garments, in a collection called Vivaham. Its website presents the brand around the two figures of a wedding, the groom and the guest, with separate edits for each.

For a design guide, Manyavar shows how a single menswear label can turn wedding ritual into a year-round retail identity, carried by cinema spots, cricket shirts and film stars. Compare Raymond, the Mumbai suiting name that Social Samosa placed among the suiting and shirting brands of Manyavar’s early years, and Biba, another Indian ethnic-wear brand built by its founder. For this guide we use a sherwani maroon, an antique gold and an ivory with a serif, an unofficial interpretation; no product or logo is reproduced.

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