Manyavar, the traditional wear retailer has inked a partnership with the International Cricket Council (ICC) as the official Indian wear partner of the ICC Men’s T20 World Cup 2021.
On 23 October 2021, when the World Cup group stage commenced with Australia vs South Africa match at Abu Dhabi, Manyavar went live with the press.
In this association, Manyavar will have its presence on-ground and on the digital assets of the ICC, the Kolkata-based company said in a press release on Monday.
Manyavar, which is mainly known for branded Indian wedding-wear market, has been partnered with cricketing teams before too. The brand is known for its collaboration in the past as the ‘Official Indian Wear Partner’ with Kolkata Knight Riders, Sunrisers Hyderabad and Delhi Daredevils for the Indian Premier League (IPL).
Manyavar is the leading brand of Vedant Fashions Ltd; apart from that the company also sells Manthan, which is situated as a value brand catering to the demands of the mid-market. For the premium category, it is Twamev. Through Mohey, it sells wedding and ethnic wear for women and provides to the family with its provincial heritage brand, Mebaz.
Vedant Modi – The chief marketing officer, Vedant Fashions Ltd. said, “Manyavar as a brand embraces celebration and togetherness and cricket is the biggest celebration in the country which brings people of every age group together. Therefore, our association with cricket is a natural extension.”
Modi also mentioned the company’s longstanding partnership with IPL has resulted in a good recall for brand Manyavar.
“The association with the ICC T20 World Cup 2021 will help us further cement the brand in the hearts and minds of our consumers,” he added.