Mashroo scales modest fashion operations in partnership with Munawar Faruqui
25 February 2026, Mumbai
The global modest fashion sector is undergoing a significant transition from a niche cultural segment to a mainstream retail powerhouse, valued at approximately $295 billion in 2024 and projected to exceed $400 billion by 2028. Within this expanding landscape, a prominent Indian label specializing in premium Thobes and Abayas, Mashroo has secured a strategic partnership with digital influencer Munawar Faruqui. This move is designed to enhance brand resonance among Gen Z and millennial consumers, who currently constitute over 75 per cent of the modest wear market.
Strategic capitalization on cultural mainstreaming
Retail experts suggest, the ‘celebrity-as-curator’ model is essential for brands looking to penetrate the competitive Indian apparel market, which is expected to reach $105.5 billion this year. ‘Modest fashion is no longer defined by occasion-led purchases but by daily lifestyle choices,’ states Junaid Khan, Co-Founder and Chief-Designs, Mashroo. By aligning with Faruqui, the brand intends to transition the Thobe from a traditional garment to a contemporary wardrobe essential. This approach mirrors global trends where luxury giants like Dior and Gucci have integrated modest silhouettes into their permanent collections.
Data-driven expansion and omnichannel growth
Mashroo’s aggressive retail strategy includes the recent inauguration of five new physical stores across Mumbai and Hyderabad, bringing its domestic total to nine. This physical expansion complements a robust digital presence that serves a distribution network spanning 30 countries, including the US, UK, and Canada. With online fashion retail in India projected to hit $43 billion by 2025-end, the brand’s digital-first campaign, #HustleForHeritage, aims to drive conversion through authentic storytelling rather than traditional advertising.
A leading specialist in contemporary modest wear, Mashroo primarily focuses on premium Thobes, Jubbas, and Abayas. The brand operates an extensive omnichannel network with a strong presence in major Indian metros like Bengaluru, Mumbai, and Hyderabad, alongside international distribution in the UK and Australia. Since its inception, Mashroo has leveraged traditional craftsmanship with modern tailoring to achieve consistent double-digit growth. Its current roadmap emphasizes scaling physical touchpoints in Tier-1 cities and enhancing sustainable fabric sourcing to meet evolving consumer standards.
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