Gupta, MadhurDaigavane, RuchiAbhishek, ShubhenduSiddharth M.2024-09-092024-09-092018PGDM Batch 2018-22http://ir.mica.ac.in/handle/123456789/8369MIVIK is an amalgamation of Indian ethnic wear that is representative of India’s tradition and of the country that is moving towards inclusive fashion trends from around the world. At MIVIK, customization goes hand in hand with designing, and they provide solutions that lead to unique outfits for its customers. Mivik Fabrics and Antiques Private Limited was started by Gaurav and Neha, after operating for around 10 years from home. They thought of starting their own business and MIVIK’s was born in Ahmedabad city of Gujrat. They have deployed various means to form a ground in Ahmedabad. MIVIK started on 18th August, 2019 and since then has been catering to customers from Pune, The clients’ felt that despite having a very learned and talented designer (Neha herself), they were unable to attract enough customers of their desired group who would indulge in premium clothing, and the ones who came were interested in the lower cost clothing range. They wanted to make their brand MIVIK premium and create brand awareness of the likes of other established players in the country. Naturally, MIVIK is also interested in increasing its annual revenue and scaling their brand.enBrand positioningDigital marketing