06 December 2025, Mumbai
Ethnicwear brand Mulmul opened a new store in South Extension, New Delhi. This launch is a key milestone in their concerted effort to establish meaningful offline touchpoints and enhance their omnichannel presence, directly addressing the evolving behavior of India's affluent consumer base. Known for its fine quality cotton and handcrafted mulmul (muslin) apparel, Mulmul is positioning these physical stores to validate its premium product offering.
For a digital-first brand like Mulmul, expanding into high-street locations serves a crucial function: allowing customers to physically experience the fabrics and intricate details of the garments, which is essential for luxury and premium fashion. This approach is vital as online brands transition to stable growth; physical stores reduce return rates and increase average transaction values. India's apparel retail sector continues to be dominated by offline sales, making these exclusive brand outlets (EBOs) indispensable components of the brand's long-term growth plan to compete with established legacy brands.
The decision to open a store in a high-rent district like South Extension underscores Mulmul’s confidence in its brand equity and financial performance. This expansion plan is focused on leveraging physical spaces to build community and drive brand loyalty, a common strategy for successful Direct-to-Consumer (D2C) brands globally. The New Delhi store will function as a case study for future openings, demonstrating how a specialized niche brand can successfully scale its operations and navigate the high costs and logistical challenges associated with physical retail expansion.
This move is not just about sales; it’s about brand perception. By placing its stores alongside established luxury retailers, Mulmul is solidifying its position in the premium segment. This strategic retail footprint is essential for D2C players aiming to break through the digital clutter and capture a larger share of the resilient and growing Indian ethnic wear market.
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