In 2001 Manish Arora launched his second label, "Fish Fry", and showed this collection in six leading cities in India and was stocked at Lord & Taylor, New York. Furthermore Manish Arora also collaborated with Reebok to design a collection of shoes under the brand Fish Fry for Reebok.
During 2002 Manish opened his first flagship store, Manish Arora Fish Fry, in New Delhi and in 2003 opened his second flagship store in the commercial capital of India, Mumbai. An another Manish Arora Fish Fry store was opened at Crescent at The Qutub, New Delhi in 2006.
In 2007 the first Fish Fry for Reebok concept store opened at the Garden of Five Senses, New Delhi.
In 2008, once again, Reebok launched the 'RBK Fish Fry Collection 2008', an exclusive lifestyle range designed by Manish Arora.