Mashroo is India’s leading modern modest wear brand, offering thoughtfully curated collections of stylish, high-quality clothing that blend cultural authenticity with contemporary design. A market leader in thobes and a pioneer in the modest fashion space, Mashroo has built a strong retail presence across major Indian cities alongside a rapidly growing digital footprint. The brand caters to consumers seeking comfort, elegance, and timeless style, all while staying rooted in tradition. With innovation at its core and a deep respect for heritage, Mashroo continues to redefine the modest wear landscape in India and beyond. In an exclusive interview with Fibre2Fashion, Co-founder Junaid Khan discusses the evolution of modest fashion, the journey of Mashroo, and what lies ahead for the brand on the global stage.
How has the perception of modest fashion evolved over the last decade?
It has completely transformed, and we are proud to say that Mashroo was at the forefront of this shift in India. Modest fashion is no longer a niche market—it is now a thriving global trend with limitless potential.
In what ways do cultural and religious influences shape modest fashion trends around the world?
Cultural and religious guidelines play a crucial role in shaping designs. For example, the fit of garments must align with modesty principles, and certain fabrics, like silk, are restricted for men in some traditions. These considerations guide our designs while still allowing room for creativity.
How can modest fashion contribute to greater inclusivity in the global fashion industry?
The modest fashion movement is growing exponentially, with even 100-year-old legacy brands and couture brands now launching modest wear collections. This shift is making fashion more inclusive for people with diverse style preferences and cultural backgrounds.
What role do independent designers and small businesses play in driving innovation in modest fashion?
Independent designers bring fresh, original designs to the table and often set new trends. They are also great collaborators for bigger brands, helping drive innovation in the industry. There is plenty of room for everyone to thrive in this space.
How can the fashion industry ensure modest fashion is represented respectfully and authentically on mainstream platforms?
Every brand should establish clear guidelines for how modest fashion is portrayed, and these guidelines should be communicated across all platforms. There also needs to be active monitoring to ensure authenticity and respect in representation.
What inspired the founding of Mashroo, and why was Mumbai the chosen starting point?
Mashroo was born out of a simple yet significant gap that we noticed—we could not find authentic thobes, abayas and Middle Eastern garments in India. Hence, we began on a mission to make middle eastern modest fashion available in India as well. Mumbai, being our hometown, was the natural starting point. It was the easiest place to set up operations and bring our vision to life.
What were some of the initial challenges you faced when launching Mashroo?
One of our biggest challenges was that there was no blueprint to follow. If we were launching a shirt or kurta brand, we could have looked to industry leaders for guidance. But as India’s first brand specialising in thobes, we had to figure out everything from scratch. It was tough, but also incredibly rewarding.
What makes a Mashroo thobe distinct from others in the market?
At Mashroo, quality is our promise. We use the finest fabrics and ensure top-tier stitching craftsmanship. Beyond that, we bring forward urban aesthetics with traditional designs, making our thobes stand out in both quality and style.
How do you balance cultural authenticity with contemporary design trends?
We respect tradition while making it more wearable and appealing to modern audiences. For instance, we were the first in the world to introduce denim thobes, knitted thobes, and several contemporary takes on classic designs. We focus on innovation without compromising cultural integrity.
What role does craftsmanship play in your design and production process?
Craftsmanship is everything. We truly understood its importance when we briefly outsourced production and received quite immediate feedback from our loyal customers about a drop in quality. Since then, we have ensured that every Mashroo piece is made with meticulous attention to detail, maintaining the standard our customers trust.
How has Mashroo evolved since its first store opened in Mumbai?
Mashroo started as a small setup with just one machine and a tailor-made, door-to-door service model. From there, we supplied stores in Mumbai, Bangalore, and Hyderabad through a sell-or-return model. Today, 12 years later, we have grown to 300+ retailers and nine company-owned stores.
Mashroo has collaborated with various personalities like cricketers Sarfaraz Khan and Sikandar Raza. How do these collaborations align with your brand’s vision?
We believe in working with brand ambassadors whose values and fan base align with ours. Sarfaraz Khan and Sikandar Raza are respected athletes, and their credibility strengthens our brand’s authenticity.
How do you approach sustainability and ethical practices in your production?
Our work culture is built on mutual respect and positivity. We take immense pride in the fact that if an independent audit were conducted, our employee happiness rating would be 10/10. We maintain a lean hierarchy, ensuring that every individual, from top to bottom, is valued equally.
What new categories or innovations can your customers look forward to in the near future?
We are expanding beyond thobes and women’s traditional wear. Our upcoming collections include modest gym wear, swimwear, tunics, women’s dresses, men’s kurtas, sherwanis, and a dedicated wedding collection.
How do you envision Mashroo’s impact on the global modest fashion industry in the coming years?
We have been globally focused from the get-go. Our vision is to establish company-owned retail stores in the UAE, UK, US, and Saudi Arabia. We believe that modest fashion has a massive international market, and Mashroo is ready to make its mark in India and overseas.
Interviewer: Shilpi Panjabi
Published on: 10/04/2025
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
