Leading ethnic wear brand Biba has unveiled a new logo and symbol. Created after a lot of research and interaction with customers, the new logo is inspired by a peacock feather. The typography for the refreshed identity in bright red colour is clean and bold, although with soft edges and contouring, it highlights the essentially feminine character of the brand. The revamped identity will be expressed across all brand touch points across retail, online stores, merchandise and communication from this season onwards.

Biba range is retailed across India through EBOs as well as all major retail chains and e-commerce platforms. In November 2013, Kishore Biyani-led Future Lifestyle Fashion divested stakes in Biba. The company had first acquired a 6.5 percent stake in the brand in 2007, which it gradually increased to 25.8 per cent in 2011.

Biba, founded by Meena Bindra over three decades ago, has also formed a joint venture with fashion designer Manish Arora toMARKET  his premium ethnic wear brand ‘Indian’. The Company owns 51 percent stake in the venture