5 May 2026, Mumbai
In a significant endorsement of India’s burgeoning premium intimate wear sector, lifestyle brand MHYTH has finalized a Rs 5 crore pre-seed funding round. Spearheaded by a Mumbai-based single-family office under businessman Mohammed Asief Khan, this capital injection follows a previous angel round in December 2024 involving Nine Rivers Capital. Unlike traditional value-driven market entries, MHYTH is positioning itself as a direct local alternative to global heavyweights such as Agent Provocateur and La Senza. Industry analysts observe, the brand is capitalizing on a critical gap in the Asian market where luxury narratives have historically been dominated by Western incumbents.
Operational benchmarking and regional scalability
The investment is earmarked for refining a narrative that blends global quality standards with specific regional consumer preferences. Mitali Rai, Founder and CEO, emphasizes, the brand’s roadmap is predicated on rigorous execution to bridge existing market voids. Building a recognizable global name from India requires aligning product innovation with international benchmarks, notes Khan. This strategy mirrors the success of ‘masstige’ brands that have effectively scaled by offering high-design aesthetics at a more accessible entry point than legacy European houses. By prioritizing a specialized Asia-focused fit and aesthetic, MHYTH seeks to disrupt the traditional retail hierarchy within the lifestyle and innerwear categories.
Pioneering Indian intimate luxury
Established in early 2025, MHYTH is a Mumbai-based luxury innerwear and lifestyle label. The brand competes in the high-end segment across India and broader Asian markets, focusing on premium quality and sophisticated design. Backed by institutional investors, it aims for aggressive category expansion to challenge global market leaders.
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