India’s fashion industry is undergoing a meaningful transformation. Amidst the rush of fast fashion and fleeting trends, a quiet but powerful shift is taking place. Consumers are beginning to seek more than just style; they’re drawn to purpose, authenticity, and cultural roots. In this changing landscape, brands that honour tradition while addressing modern needs are carving a niche that feels both fresh and familiar.
One such brand is Mooshak, co-founded by childhood friends and now mompreneurs, Krithika Iyer and Shrishti Iyer. Launched in 2022, Mooshak offers a heart-led approach to Indian fashion that puts family, heritage, and sustainability at its core.
Rooted in Heritage, Designed for Today.
Mooshak began as a response to a deeply personal challenge. Krithika and Shrishti, both trained artists and mothers, struggled to find Indian wear that was comfortable, inclusive, and celebratory of tradition without feeling dated. What started as a small idea grew into a full-fledged brand that blends heritage Indian textiles with silhouettes suited for modern Indian families.
The brand draws inspiration from fabrics like Khadi, Kanchi cotton, Ikat, Ajrakh, and Mangalgiri. Each piece reflects a commitment to preserving India’s textile traditions while offering styles that fit into everyday life. With a philosophy that believes design can evolve without erasing the past, Mooshak successfully creates outfits that feel like home and still make a statement.
More Than Clothing, It’s a Celebration of Togetherness.
One of Mooshak’s most loved offerings is its family twinning sets, available for all age groups and sizes. These coordinated outfits allow families to dress in sync during festivals, celebrations, or even casual brunches. The idea came from a gap Krithika and Shrishti noticed—while ethnic wear existed, there were few brands that celebrated family unity through clothing or offered inclusive sizing across generations.
Customer feedback has been deeply touching. A plus-size woman shared how she felt seen and celebrated in Mooshak’s handloom outfit. A mother was moved when her daughter said, “Amma, we look the same.” These moments are what Mooshak is built on. It’s not just about matching clothes, but about shared memories, comfort, and joy that radiates beyond fashion.
A Slow Fashion Brand with a Big Heart.
In a world driven by mass production and overnight trends, Mooshak takes a firm stance on slow fashion. This means small-batch production, conscious material sourcing, and deep respect for artisans. The brand works directly with weaving communities and uses natural dyes and traditional techniques, investing in ethical processes rather than cutting corners.
The founders also believe sustainability is not a checkbox but a daily discipline. They reuse leftover fabrics for accessories, use plastic-free packaging, and take pride in repurposing what would otherwise go to waste. Mooshak’s commitment is not just to clothes but to a philosophy that respects people, culture, and the planet.
To Know more visit Instagram Link: https://www.instagram.com/mooshakstoreonline?igsh=Yzd6cTZ1eGhtZnEx
Website: https://mooshakstore.com
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