In 1997 Manish Arora launched his own label “Manish Arora” and started retailing in India. Three years later, Manish participated in the first-ever India Fashion Week held in New Delhi and represented India at the Hong Kong Fashion Week.
Arora launched his second label, “Fish Fry”, in 2001. This colorful, sportswear-styled line was created in association with the athletic apparel manufacturer Reebok. During 2002 Manish opened his first flagship store, Manish Arora Fish Fry, in New Delhi and in the following year opened a second store in Mumbai. Another successful showing at India Fashion Week (2003) led to a stocking deal with the fashion house Maria Luisa (Paris) and the beginning of a successful export business.