Biba’s former president Sundeep Chugh joins Italian apparel brand OVS as India MD

Former president at Indian ethnic wear and lifestyle brand Biba Sundeep Chugh has joined Italian clothing brand OVS. In his new role, Chugh will act as managing director for OVS’s Indian operations.

“It is a privilege to lead the journey of OVS India into a brand that resonates deeply with Indian consumers while maintaining the core values of quality and inclusivity,” wrote Chugh in a post on Linkedin.  
 
Chugh has accumulated over a quarter century of experience across numerous industries including business and fashion. The executive has worked for global apparel and lifestyle brand Benetton and took part in its brand building activities in India, ET Retail reported. Chugh has also worked for global coffee shop chain Costa Coffee and was CEO of its Indian business.
 
OVS plans to expand its retail operations in India and bring its Italian apparel to more shoppers, harnessing Chugh’s experience in the country’s retail industry. OVS caters to men, women, and children and owns a range of brands including Stefanel, Croff, OVS Kids, and BluKids among others.
 
Counting over 2,245 stores in 35 countries worldwide, OVS Spa is headquartered in Mestre, Italy and operates as a vertically integrated company. The business was established in 1972.