Written By: Bandana Gupta  

In Indian ethnic wear, Manyavar, Mohey, and Mebaz are among the most trusted and popular names. They represent weddings, celebrations, and cultural style. As we enter 2026, these brands are shaping the future of an ethnicwear franchise by combining tradition with new technology and offering products that feel both premium and easily accessible.

The Ethnicwear Franchise Portfolio

• Manyavar: The star brand of the portfolio, Manyavar leads the men’s ethnic and celebration wear segment with a wide range of kurtas, sherwanis, Indo-Western outfits, and accessories like safas and jutis. Positioned in the mid-premium category, it has built massive trust and visibility through celebrity ambassadors such as Virat Kohli and Amitabh Bachchan.
• Mohey: Manyavar’s sister brand, Mohey, is dedicated to women’s traditional and festive wear. From lehengas and sarees to modern Indo-Western ensembles, Mohey blends classic designs with contemporary style. The brand’s strong appeal is further reinforced by ambassadors like Alia Bhatt and Kiara Advani.
• Mebaz: Now part of Vedant Fashions, Mebaz brings a complete ethnicwear experience for the entire family. With collections for men, women, and kids, Mebaz offers stylish, diverse, and festive-ready options. Many outlets operate as combined Manyavar–Mohey–Mebaz stores, giving customers a seamless, all-in-one shopping experience

How These Ethnicwear Franchise Giants Are Scaling Their Next Phase of Growth

Vedant Fashions, the parent company of Manyavar, Mohey, and Mebaz, is growing its portfolio by expanding into new markets, strengthening its brands, and adopting smarter, modern business practices.

Key Growth Themes for the Portfolio

1. Expanding Across India & Beyond

• More stores in Tier-II & Tier-III cities to reach new customers.
• Global expansion in countries with large Indian communities (US, UK, Canada, UAE).
• South India focus, especially for Mebaz, which already has strong roots in AP and Telangana.
• Omnichannel growth through franchise stores, multi-brand outlets, large-format stores, and online platforms.

2. Building a Complete Family Ethnic Wear Portfolio

Positioning the brands as a complete destination for ethnic wear for men, women, and kids. They cover all price ranges to attract every type of customer:

• Twamev: a premium menswear brand. Achieved ₹10,000+ million in EBO revenue.
• Mohey: Opened the first exclusive Mohey flagship store. Launched the new celebration wear brand, Diwas.
• Manyavar: Brand Manyavar started operations via a predecessor entity
• Manthan: value range for men

Mohey is a key growth driver, especially in the fast-growing women’s ethnicwear market beyond just sarees.

3. Fresh Designs, Better Experience

• Expanding the range of Indo-Western and fusion wear.
• Offering better customisation options for fit, colour, and design.
• Building stronger customer connections through celebrity campaigns featuring celebrity brand ambassadors.

4. Smarter Operations & Sustainability

• Using an asset-light franchise model to expand quickly and efficiently.
• Adopting tech-enabled inventory and supply chain systems to cut waste and keep products available.
• Shifting toward sustainable fabrics, ethical production, and inclusive sizing to match modern customer expectations.

How the Manyavar, Mohey, and Mebaz franchise model works in India

Vedant Fashions (VFL) mainly grows through a franchise model, which drives expansion and profits. Key points:

• Franchise Type: Mostly Franchisee-Owned, Franchisee-Operated (FOFO)—the franchisee runs the store, and VFL provides merchandise and guidance.
• Store Presence: Brands operate via Exclusive Brand Outlets (EBOs) in malls and high-footfall streets.
• Integration: Manyavar and Mohey are often in the same store for a one-stop family wedding shopping experience. Mebaz has its own stores, especially strong in South India.
• Operational Support: VFL helps with store setup, interiors, layout, staff training, marketing, and inventory supply.
• Revenue Sharing: FOFO franchisees earn ~29.5% commission on sales; in Company-Owned, Franchisee-Operated (COFO) stores, it’s lower (~18.5%) since the company pays the lease.
• Investment: Typical Manyavar franchise costs ₹1–1.5 crore, covering store setup, interiors, and security deposit, while VFL manages inventory.

Overview of the Manyavar–Mohey–Mebaz Ethnicwear Franchise Portfolio

The franchise portfolio of Manyavar, Mohey, and Mebaz sits at the core of Vedant Fashions Limited’s (VFL) powerful ethnic wear ecosystem. Each brand serves a unique audience, allowing the company to cater to every celebration and every family segment

Vedant Fashions Portfolio Snapshot

Ethnicwear Franchise Innovations of Manyavar, Mohey & Mebaz

Manyavar and Mohey have grown quickly by focusing on the Indian wedding and celebration wear market. They combine tradition with modern style and offer a wide range of outfits like kurtas, sherwanis, lehengas, and sarees. Manyavar is also expanding its retail space by FY2025, showing strong confidence in its franchise model. Their success comes from tapping into the high demand for ethnic wear for special occasions. Mebaz serves a similar segment, though specific franchise innovations were not highlighted.

Key Innovations

1. Franchise Model That Grows Fast

• Franchise partners run most stores.
• Helps the brands expand quickly with low investment from the company.
• Franchisees worry less because the brand handles inventory.

2. Smart Use of Data

• Tracks customer preferences area by area.
• Each store gets the right products based on local demand.
• Reduces waste and improves stock availability.

3. Multiple Brands for Different Customers

• Manyavar: Premium men’s wedding wear
• Mohey: Women’s ethnic & bridal wear
• Mebaz: Family ethnic wear, strong in South India
• Twamev: Luxury menswear
• Manthan: Value wear for men

4. Strong Marketing & Store Experience

• Ads with top celebrities boost trust and appeal.
• Stores focus on personal service and a warm, festive shopping experience.

5. Efficient, Modern Operations

• Manufacturing is outsourced, but design and quality are controlled in-house.
• Mixes traditional craftsmanship with modern systems.

These simple but powerful strategies helped the brands become top choices for wedding and celebration wear across India.

A Complete Guide to Festive-Season Marketing for Top Ethnicwear Brands

How do these brands use technology in their marketing?

Key Differences in Their Online Shopping Experience

1. Website & App Look

• Manyavar: Clean, festive, and easy-to-shop wedding wear.
• Mohey: Trendy, modern, influencer-style visuals.
• Mebaz: Traditional look with a focus on classic ethnic wear.

2. Product Discovery

• Manyavar: Shop by wedding occasion (engagement, reception, etc.).
• Mohey: Shop by style, fabric, and modern trends.
• Mebaz: Shop by traditional designs, embroidery, and detailed craftsmanship.

3. Sizing & Customization

• Manyavar: Standard sizes and easy alteration options.
• Mohey: Clear fit notes, standard sizes, and some design-based fit variations.
• Mebaz: Offers customization or tailoring for traditional outfits.

4. Checkout & Delivery

• Manyavar: Fast checkout, multiple payments, and express delivery for wedding wear.
• Mohey: Smooth checkout, festive-season offers, simple returns.
• Mebaz: Reliable delivery for occasion wear + store pickup options.

5. Returns & Alterations

• Manyavar: Clear return policy + alteration support.
• Mohey: Easy exchanges and returns.
• Mebaz: Flexible exchanges and tailoring support in stores.

6. Online and In-Store Experience

• Manyavar & Mohey: Strong omnichannel, store locator, appointments, and fittings.
• Mebaz: Strong regional store network with in-store consultations.

7. Customer Support

• Manyavar: Focus on wedding shopping help and measurements.
• Mohey: Style guidance and easy return support.
• Mebaz: Personalized support for tailoring and fabric care.

8. Marketing Style

• Manyavar: Wedding-focused, celebrity-driven.
• Mohey: Trendy, influencer-led fashion videos.
• Mebaz: Heritage-focused craftsmanship stories.

Conclusion

In 2026, Manyavar–Mohey–Mebaz isn’t just about ethnic wear; it’s about delivering memorable celebration experiences. With a strong brand legacy, modern retail systems, and rising demand for premium occasionwear, this portfolio is set to stay one of the top ethnicwear franchise choices in India and beyond. Looking to tap into a high-growth fashion opportunity? Explore the franchise pathway today.

Disclaimer: The brands mentioned in this blog are the recommendations provided by the author. FranchiseBAZAR does not claim to work with these brands / represent them / or are associated with them in any manner. Investors and prospective franchisees are to do their own due diligence before investing in any franchise business at their own risk and discretion. FranchiseBAZAR or its Directors disclaim any liability or risks arising out of any transactions that may take place due to the information provided in this blog. For more such opportunities, visit us on our Insta and FB