Indian ethnic wear brand Biba has launched its e-commerce portal to leverage the fast growing e-commerce market space and will do maximum business in the ongoing festival season.

Company’s managing director Mr. Sidhharth Bindra, said the growing channel of e-commerce is the perfect choice for making shopping convenient for Biba’s customers. At present, 6-8 per cent of the company’s revenue comes from online sales, he said.

Biba sees this entry into the online world as another important way to connect with its customers, and provide them with an easy access to their contemporary fashion.

Biba sells its products through 155 exclusive outlets across 65 cities, apart from having presence in all major retail chains in the country like Shopper’s Stop, Lifestyle, and Pantaloons.

In November 2013, Kishore Biyani-led Future Lifestyle Fashion Ltd divested its stake in Biba. Future Group had first acquired a 6.5 per cent stake in the ethnic wear brand in 2007, which was gradually increased to 25.8 per cent in 2011.