Never losing its focus on quality, Mustard Fashion is constantly improvising its working. The brand, that manufactures and markets designer apparels for women in regular and plus sizes, recently launched an ethnic wear and Indian partywear collection.
With a presence both online and offline, Mustard Fashion offers kurtis, western tops, T-shirts, tunics, trousers, jeggings, denims, capris and palazzo. Through its intensive research, the company learnt Indian women are rarely satisfied with western fits available in the market. “Therefore, we came up with the concept of customised fittings for Indian body type. A perfect fit with comfort is our biggest USP,” says Saurabh Gupta, Founder & Director of the brand.
Not enough focus on plus size fashion
Gupta feels, working women are increasingly gravitating towards fusion wear for greater comfort and style. Hence, the brand focuses on urban working women, aged 20-50 years, who seek variety and experimentation. “Of all shoppers in India, plus-size women represent 68 per cent. Yet, we have just a small percentage of people working for these women,” he opines.
He believes, the Indian apparel market not only offers great promise but also several challenges. “The industry has grown over 21 per cent over the past three years. Compared to the luxury market, which saw mediocre growth in 2016, fast fashion retailers are growing in large numbers,” he adds
Expanding retail presence
With 33 stores in 16 cities, Mustard Fashion believes different customers not only have different shopping needs but also different preferences. “Hence, we have adopted an O2O model that caters to our service across the nation,” Gupta says. In future, the brand aims to set up more EBOs and franchisee models to offer apparels across the nation and overseas.