Mulmul: Redefining ethnicwear with a commitment to quality, heritage and sustainability

Inspired by the flourishing Indian market and the burgeoning e-commerce landscape, Harsh Hari Modi found himself driven to venture into uncharted territory and create a label of his own. Coming from a family deeply entrenched in the textile industry, with his business catering to esteemed international companies like Zara and H&M providing embroideries and laces, Harsh brought in a wealth of experience and knowledge to the table.

Equipped with an impressive academic background, including a Bachelors in Business and an MBA, Harsh’s journey in the textile sector further honed his skills. With a firm understanding of the industry’s intricacies, he took a leap of faith and introduced Mulmul to the world in 2018.

At the heart of this endeavour lay a central mission – to spread happiness through the brand’s products. With this vision, Mulmul set forth to redefine fashion choices and encourage women to embrace ethnicwear as part of their everyday lives.

Dedicated to delivering a personalised experience, Mulmul employs a team of skilled stylists who cater to all fashion needs. With an impressive network of 15 physical stores, a robust online presence and global availability, the brand has successfully carved a niche in the industry that resonates with the modern-day woman.

Over the course of four years, Mulmul has played a significant role in making ethnicwear mainstream and has garnered a loyal following. The brand’s design philosophy revolves around creating timeless styles while adding a distinctive touch to each garment.

Mulmul’s commitment to exceptional quality is unmistakably reflected in every garment it meticulously crafts. Its extensive range of offerings encompass a diverse array of categories, featuring a rich assortment of kurtas, kurtasets, dupattas, wedding collection, sarees, Westernwear, jewellery and a specially curated kids’ collection.

The brand focuses on the premium sector of the market, offering high-quality clothing as a distinctive alternative to both couture brands and low-quality options. Its diverse range of apparel caters to customers of all ages, including kids, young women and older women, garnering widespread appreciation and love from many.

“By focusing on superior materials, attention to detail and excellent craftsmanship, we have differentiated our brand and built brand loyalty of customers who are looking for a blend of style and value,” Harsh Hari Modi, CEO of Mulmul told Apparel Resources (AR) in an exclusive interview.

The customer base of the brand is highly premium, leading to a concentrated presence in select centres across the country. The brand adopts a data-driven approach when considering new store locations, ensuring that the market scope is well-supported by relevant data and complemented by a premium retail environment. This strategic approach allows the brand to maintain its commitment to excellence and cater effectively to the discerning tastes of its customers.

Mulmul takes pride in the touch of uniqueness it brings to the table, which is evident in every aspect of its garment creation process. From the utilisation of the finest Supima cotton fabric to the creation of exquisite in-house embroidery and lace patterns, each component is made-to-order, setting Mulmul apart from its competitors.

“We have incorporated several innovative materials and technologies into our fabric line to address the specific needs and conditions of the Indian weather. Our fabrics are carefully selected to be lightweight and durable, ensuring ease of movement and longevity of the garments,” Harsh highlighted, adding, “We use 100 per cent plant-based vegan fabrics of superior quality that have been developed by us and are being produced exclusively for Mulmul.”

What truly distinguishes Mulmul is its commitment to crafting exclusive and one-of-a-kind embroidery patterns and laces, meticulously designed by its skilled team. These bespoke embellishments are carefully curated to perfectly complement the fabrics used, resulting in garments that boast a distinctive and captivating aesthetic appeal.

“We have incorporated several innovative materials and technologies into our fabric line to address the specific needs and conditions of the Indian weather. Our fabrics are carefully selected to be lightweight and durable, ensuring ease of movement and longevity of the garments,” Harsh HariModi, CEO of Mulmul

The fusion of these premium materials, coupled with in-house craftsmanship and exceptional design choices, exemplifies Mulmul’s unwavering dedication to creating truly unique and exceptional pieces.

Over the course of five years, Mulmul has grown remarkably and currently boasts a workforce of over 500 employees. Its primary manufacturing facility is situated in Noida.

The brand takes pride in its comprehensive in-house approach, overseeing all aspects from production to manufacturing at its primary facility located in Noida. Setting itself apart from others, Mulmul’s fabrics are exclusively manufactured to meet precise specifications.

Furthermore, Mulmul is dedicated to reviving and celebrating certain qualities of Indian textiles that may have waned over time.

“At Mulmul, we take immense pride in being 100 per cent ‘Made in India’. Our mission is to promote Indian textiles and celebrate the rich heritage and craftsmanship of our country.” Harsh explained.

By showcasing the unique and intrinsic beauty of these textiles, Mulmul is dedicated to honouring and preserving the rich heritage of Indian craftsmanship.

Mulmul takes pride in delivering high-quality, durable and effortlessly stylish garments, all the while prioritising environmental considerations. The brand ensures that everything it offers is not only beneficial for customers but also sustainably produced.

Hence, all fabrics used by Mulmul are made from natural fibres, providing a soft touch to both one’s skin and the earth.

“We have a zero-plastic use policy and have eliminated it from start to end of our process. Most importantly, the fabrics that we use are sustainable and 100 per cent biodegradable. Our cotton has 50 per cent increased longevity in lifespan compared to regular cotton which makes it more durable and earth-friendly,” Harsh highlighted.

Amidst a fast-paced world, Mulmul’s philosophy revolves around slowing down for the collective well-being of customers, the brand itself and future generations.

Right from weaving to the final product, everything is done in-house with nothing but love and care embroidered all over. The brand aims to create long-lasting heirloom styles in limited number using high-quality materials and it is this commitment to sustainability and thoughtful practices that sets it apart as it strives to create a positive impact on both fashion and the environment.

“We follow a season-based approach for our collections and typically come out with multiple collections throughout the year, aligned with the seasons and various occasions,” Harsh explained.

Mulmul meticulously designs its collections to cater to diverse seasons and festivities, offering customers a wide array of options. The brand follows a well-planned collection timeline that includes Spring/Summer, Summer Wedding/Festive, Diwali, Winterand Winter Wedding collections. By curating these distinctive lines, Mulmul ensures that its customers can find the perfect attire to suit various occasions throughout the year.

The stock replenishment process at Mulmul is characterised by its ongoing and dynamic nature. Whether online or in-store, the brand is committed to maintaining a seamless flow of inventory to promptly meet the demands of its customers.

Whenever a specific style or collection sells out, Mulmul promptly initiates the creation of new styles to replace the sold-out items. This approach enables the brand to continually offer fresh and limited edition products, ensuring a diverse and ever-changing selection that appeals to its discerning customers.

Mulmul has successfully implemented several unique business strategies to stand out in the competitive ethnicwear industry. A key differentiating factor is its unwavering focus on utilising premium and technical fabrics.

Unlike many other brands, Mulmul’s strong textile background empowers it to introduce high-quality materials that set it apart from the competition. This strategic approach not only enhances the overall product offering but also showcases its commitment to providing customers with exceptional and distinctive apparel choices.

Additionally, “While other pret labels were primarily offering printed designs, we decided to make a significant investment and use our know-how in embroidery and lace. This emphasis on intricate detailing has helped us create a distinctive and eye-catching aesthetic, further setting us apart from the competition,” Harsh corroborated.

“While other pret labels were primarily offering printed designs, we decided to make a significant investment and use our know-how in embroidery and lace. This emphasis on intricate detailing has helped us create a distinctive and eye-catching aesthetic, further setting us apart from the competition,” Harsh HariModi, CEO of Mulmul

In India, Mulmul has established 15 standalone stores in various cities, strategically located at premium retail destinations. The brand has also made significant strides in the international market through its active online presence and partnerships with various multi-designer stores overseas.

The overwhelming love and support received from overseas clients has further fuelled Mulmul’s ambition to expand its global footprint even more in the coming years.

With a clear vision for growth, Mulmul plans to continue its expansion efforts and aims to establish 50 more stores worldwide within the next three years.

Commenting on the same, Harsh said, “We are looking to continue to expand our online presence consistently and expand our retail presence too. We will soon be opening doors in Chandigarh and Ludhiana. Overall we will be opening seven new stores in this financial year. We are also working on a franchise model only for international locations.”

This strategic move will enable the brand to cater to a broader international audience and solidify its position as a prominent player in the global ethnicwear industry.

On the product front, Mulmul aims to broaden its offerings by expanding its wedding collection, as well as its Studio (western) collections, while simultaneously working on launching other interesting styles. By continuously diversifying and enhancing its product range, the brand strives to cater to a broader clientele and consolidate its position as a prominent player in the global fashion industry

HHM: Absolutely. Mulmul, which started as an e-commerce company, understands the importance of embracing technology to enhance productivity and streamline its business operations. We have incorporated technology in various aspects of our processes, from production to manufacturing to retailing.

AR: What, according to you, is driving consumption in fashion categories in the Indian market?

HHM: Several factors are driving consumption in fashion categories in the Indian market. Firstly, the growing economy has led to increased disposable income, allowing consumers to spend more on fashion and clothing. Additionally, there is a significant demand for fashionable apparel and accessories as consumers become more style-conscious and seek to express their individuality through their clothing choices. The Indian market also offers a diverse range of niche fashion segments that cater to specific tastes and preferences, attracting consumers who are looking for unique and specialised fashion offerings.

Moreover, the widespread use of social media has played a significant role in exposing consumers to new fashion trends, styles and brands. Platforms like Instagram have become influential in shaping consumer preferences and creating awareness about the latest fashion trends.

Lastly, the advent of e-commerce has revolutionised the fashion industry, making it more accessible and convenient for consumers to shop for clothing and accessories. The convenience of online shopping, along with the availability of a wide range of options and competitive pricing, has contributed to increased consumption in the fashion categories in the Indian market.