Gurgaon, Haryana, India, May 2025 – BIBA Fashion Ltd. has announced the appointment of Manish Sapra as the Head of Sales and Operations – BIBA (Retail). With over 25 years of experience in the consumer and lifestyle sector, Manish has held leadership roles at reputed organizations such as Kama Ayurveda, Raymond, adidas, and Reebok. He brings with him a strong track record in driving growth, optimizing operations, and leading high-performing teams.
In his new role, Manish will be responsible for steering BIBA’s retail sales strategy and enhancing operational excellence. He will report directly to Siddharath Bindra, Managing Director of BIBA Fashion Ltd. He will be based at the corporate office in Gurgaon.
Before joining BIBA, Manish Sapra was engaged as an Independent Consultant, advising global organizations and private equity firms on market entry, strategic partnerships, and M&A opportunities. Prior to that, he served as Chief Executive Officer at Kama Ayurveda, where he led a team of 330, orchestrated international expansion, and achieved a 30% revenue growth. His strategic planning and stakeholder alignment were instrumental in the brand’s evolution.
Earlier, he held the position of Business Head – Retail at Raymond Limited, where he was responsible for a $300 million business spanning over 1,000 stores. He pioneered an Online-to-Offline (O2O) strategy and led multiple transformation initiatives for Raymond’s retail roadmap. Prior to that, Manish spent over four years at adidas, where he held key leadership roles, including Sr. Brand Director – South Asia and Sr. DTC Director, overseeing the brand’s digital transformation, profitability, and omnichannel growth.
In the earlier stages of his career, Manish led the sports and activewear business for nearly a decade at RSH Malaysia / Al-Futtaim, managing global brand partnerships, building e-commerce capabilities, and optimizing retail operations. He also held strategic roles at Lifestyle International, RSH Distribution India, Shoppers’ Stop, and Methodex India, where he established strong foundations in merchandising, sales, and product development.
BIBA Fashion Ltd. is India’s most cherished ethnic wear brand, known for offering contemporary ethnic fashion at affordable prices since its inception in 1986 by Mrs. Meena Bindra. With its roots in traditional Indian craftsmanship and handloom textiles, BIBA’s collections range from mix-and-match separates to classic salwar-kameez sets, festive wear, and children’s apparel. BIBA pioneered Bollywood fashion merchandising in India, contributing to several iconic films. Today, the brand continues to stand out with its timeless Indian sensibility combined with modern retail appeal, offering a compelling fashion experience to women across the country.
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