Book Review: ‘A Stitch in Time’ by Meena Bindra

Book Title: A Stitch in Time: The Biba Story
Author: Meena Bindra
Publisher: Rupa Publications India
Number of Pages: 216
ISBN: 978-9361563430
Date Published: Dec. 20, 2024
Price: INR 465

Book Review

Meena Bindra’s “A Stitch in Time: The Biba Story” is an inspiring chronicle of her remarkable journey from being a naval wife to establishing one of India’s most successful ethnic wear brands. This narrative not only highlights her resilience and determination but also showcases her passion for design and entrepreneurship. Born in Delhi in 1943, Meena faced significant challenges early in life, particularly after the untimely death of her father, which left her mother to raise six children. Despite these hardships, Meena excelled academically and demonstrated leadership qualities, all while nurturing a love for sports. Her marriage to Satish Bindra introduced her to a world of luxury and etiquette at the Rashtrapati Bhavan, setting the stage for her future endeavours.

The inception of Biba came during a period of transition for Meena as she found herself with newfound time in Bombay (now Mumbai) due to her husband’s naval postings. Recognizing a gap in the market for stylish yet comfortable daily wear for women, she took a bold step by using a modest loan of ₹8,000 to start designing and selling printed cotton salwar kameez sets from her home. The initial success of her venture was propelled by word-of-mouth publicity and the uniqueness of her designs. As demand surged, Meena reinvested her profits, leading to rapid business expansion and the establishment of a loyal customer base.

As Biba grew, it quickly became a staple choice for women across various demographics. Meena’s innovative approach allowed her to diversify the product line, introducing different fabrics and styles, including the iconic Patiala salwar. The 1990s brought new opportunities with the rise of organized retail, prompting Meena to sell wholesale to boutiques and multi-brand stores. In 1997, her son Siddharth joined the business, bringing fresh insights that would prove crucial for Biba’s evolution. Under his leadership, Biba transitioned from wholesale to retail with the opening of its first store in 2004, marking a significant milestone in the brand’s history.

Check out our Latest Book Reviews

Despite facing numerous challenges—including financial crises and the impact of the Covid-19 pandemic—Biba has emerged stronger through strategic decision-making and technological investments. Today, Biba stands as one of India’s largest organized women’s ethnic wear brands with a robust online and offline presence. The brand continues to innovate by expanding its product offerings to include formal wear, kids wear (Biba Girls), and beauty products like Spelle perfumes. Meena Bindra’s story is a powerful testament to the importance of hard work, adaptability, and resilience in entrepreneurship, inspiring aspiring business leaders everywhere.

Books are love!

Get a copy now!