Home-grown premium fashion brand emerged from family textile business, loved by celebrities

Mulmul, which is one of the most sought-after apparel brands amongst the elite class was launched by Delhi based textile business family in 2018. In five years, it has not only become the favourite clothing brand for India’s high class, but loved by foreign consumers. Harsh Modi, CEO of Mulmul shared the journey of the brand in a candid conversation with Startup Pedia.

Located in Delhi, equipped with the latest technology, Schiffli embroidery mill is successfully run by Harsh Modi’s father, KK Modi, which has been producing embroidered fabrics and laces for international brands like Zara, H&M, and others for years. The textile business family observed that the fashion industry lacks premium quality Indian daily wear which has both style and comfort. 

In 2018, to fill the gap in the fashion industry, the family launched a brand called Mulmul at the time when e-commerce has become first choice for almost all the Indian consumers. 

Mulmul Products

While talking to Startup Pedia Harsh said,  “The idea of launching Mulmul was of my father. But ever since the brand was launched I found myself, as I always wanted to start my brand and make it a success.”  

Harsh is an MBA grad and has been involved in the family’s textile business ever since he was 17 years old. Now, he is a CEO of Mulmul. 

The high class brand which was started with a few lines of high quality chic ethnic wear for daily use has now a diverse range of kurtas, kurta sets, dupattas, wedding collection, sarees, Western Wear, jewelry and kids’ collection.

The Supima cotton fabric that is used for a wide range of Mulmul outfits is lightweight, durable and 100% plant based. Fascinating designs, embroideries and manufacturing are done in-house, at the family owned mill, which makes stunning outfits superior, long lasting and limited editions. 

Mulmul Cotton Mandre Pink Kurta With Mulmul Cotton Mandre Pink Pant

“Keeping in mind that nobody likes to wear an outfit which is worn by many people, our designs are limited. This makes us different from competitors,” said Harsh. Through Mulmul, Harsh modi believes that the family is able to bring back some of India’s textile heritage in the way of modern designs and patterns and new age colours. 

The brand is trying to be as eco-friendly as possible. While they use plant based natural fabrics, they also keep themselves away from using plastics for packaging. 

What started as limited varieties of outfits, some presence on e-commerce platforms and as small as a 300 sqft shop, Mulmul has now grown tremendously in the last five years. Today the brand has 16 retail stores in premium markets across Ludhiana, Ahmedabad, Bangalore, Delhi, Gurgaon, Hyderabad, Kolkata, Mumbai, Noida and Pune. A few more stores are in the pipeline to be launched. 

MULMUL FLAGSHIP STORE - MUMBAI

When it comes to e-commerce (online) presence, apart from Mulmul official website, the brand is also having presence on Tata Cliq and Aza Fashions. Mulmul is also available globally through e-commerce. 

Talking about the sales, Mulmul CEO Harsh Modi said that the online and retail stores revenue share an equal sales ratio which is 50-50 percent. “What talks about our brand’s trust and value amongst consumers is the rate of repeat customers, which is more than three times that of the industry benchmark,” said Harsh Modi who has been awarded Retail E-commerce and D2C award for remarkable Mulmul achievements. 

Talking about the expansion plan of Mulmul, Harsh Modi told Startup Pedia, “We have plans to expand retail presence across India and globally. For international retail expansion, we are  working on a franchise model.” The brand manufacturing unit is located in Noida. Whereas, headquarter is in Delhi having 500 employees across factory and headquarter. 

Are you inspired by this story? 

To help you and ther budding entrepreneurs who want to start a clothing business, Startup pedia in association with Harsh Modi brings you a full-of-knowledge live workshop- How to Start a Fashion Brand from Scratch and Generate Revenue in Crores. 

The participants will be learning everything from understanding the fashion market, conceptualizing brand, product development, business planning, team building, fundraising, and marketing and sales. 

What’s more? 

You will get a chance to interact with the Mulmul founder Harsh Modi, you will also be able to connect with like-minded people and you will receive the workshop recording for your future reference.  

The workshop is designed in such a way that makes you ready to take the leap of faith and start taking steps to build your clothing brand.  

The workshop is scheduled for 20th and 21st January 2024. Explore more about the workshop HERE.