Mumbai: In 2011, a significant partnership emerged in India's fashion landscape when Mandhana Industries, a textile manufacturing giant, entered into a groundbreaking licensing agreement with Being Human, the charitable foundation established by Bollywood superstar Salman Khan. This collaboration would transform a small merchandise initiative into a major retail brand with both commercial success and social impact.
Being Human Foundation had been established by Salman Khan in 2007, initially selling charitable t-shirts at select events and exhibitions. The foundation focused on education and healthcare initiatives, using proceeds from merchandise sales to fund these causes. However, the brand lacked the manufacturing scale and retail expertise to reach its full potential.
Enter Mandhana Industries, a Mumbai-based textile company with decades of experience in fabric manufacturing and garment exports. Led by Chairman Purushottam C. Mandhana, the company saw an opportunity to combine their business expertise with Khan's star power for mutual benefit.
"The agreement was structured as an exclusive worldwide licensing arrangement," explains Manish Mandhana, who served as CEO of Mandhana Retail Ventures Ltd. "We handled everything from design to manufacturing, distribution, and retail, while contributing royalties back to the foundation."
The initial licensing agreement granted Mandhana the rights to design, manufacture, retail and distribute Being Human clothing worldwide for nine years. Financial details revealed that Mandhana would pay approximately 5-7% of sales as royalties to the Being Human Foundation.
Following the partnership, Mandhana created a specialized retail division to manage the Being Human brand. This division was later demerged into a separate entity called Mandhana Retail Ventures Limited (MRVL) in 2016, allowing for more focused brand management.
The partnership proved immediately successful, with the first Being Human flagship store opening in Mumbai in 2012. Within a year, the brand had expanded to major Indian cities including Delhi, Bangalore, and Hyderabad. By 2014, Being Human clothing had also established an international presence with stores in countries including Belgium, France, Spain, and the Middle East.
The Being Human collection initially focused on trendy casual wear featuring the brand's distinctive logo—a heart combined with a handprint. The product range gradually expanded from t-shirts to include jeans, shirts, trousers, and accessories, positioning itself as a mid-to-premium segment lifestyle brand.
"What made this partnership unique was its blend of commerce and cause," notes retail analyst Devangshu Dutta. "Consumers felt good about their purchases knowing a portion supported charitable work, while the brand benefited from Salman Khan's massive fan following."
Financial reports show the partnership's success: by 2017, Mandhana Retail Ventures was reporting annual revenues exceeding Rs. 200 crore (approximately $30 million), with Being Human products available in over 600 retail points across India, including exclusive stores, shop-in-shops, and multi-brand outlets.
The partnership faced challenges in later years, including retail disruption from e-commerce and pandemic-related difficulties. In 2020, the licensing agreement came to an end, with Mandhana announcing it would not be renewed.
Despite the eventual conclusion of the partnership, industry observers consider it a case study in successful cause marketing and celebrity licensing. The collaboration demonstrated how star power could be effectively channeled into sustainable business models with social impact.
"The Mandhana-Being Human partnership showed Indian retail how to successfully integrate philanthropy into business," says fashion business consultant Priya Tanna. "It created a template that many celebrity-backed brands have since tried to follow."
Today, the Being Human brand continues under new licensing arrangements, while Mandhana has restructured its business focus. The legacy of their partnership remains evident in the continued presence of Being Human stores across India and the ongoing charitable work funded by the brand's commercial success.
