After the successful portrayal of her new design FANAH at Lakme Fashion Week inspired from mystical philosophy of Sufism – the surrender of the self in love or the divine, designer Mahima Mahajan is now eyeing expanding her presence in India and overseas. The designer, in an interview with Arunima Bharadwaj, revealed plans to expand footprint in the UAE, the UK and USA, where there is growing appreciation for contemporary Indian wear that blends tradition with comfort and style. With her latest collection, Mahajan prioritizes sustainability using natural, lightweight fabrics like silk organza and georgette designed for longevity and timeless appeal. Looking ahead, Mahajan is exploring new product categories to offer customers more ways to experience the brand’s vision of effortless luxury.
Excerpts:
For this season at Lakmé Fashion Week, what cultural or personal inspirations have shaped your designs, and how do you see them resonating with the modern Indian woman?
This season, our collection FANAH draws deep inspiration from the mystical philosophy of Sufism – particularly the idea of fanā, the surrender of the self in love or the divine. It’s a concept that speaks to release, transformation, and becoming something more expansive – an energy we felt mirrored the evolving spirit of the modern Indian woman.
Today’s woman is powerful yet fluid, grounded yet free. She seeks meaning in what she wears, choosing pieces that allow her to move, celebrate, and express herself fully. FANAH channels this with weightless lehengas, corset-draped saris, cinched waists, and effortless structure. It’s about finding beauty in ease, and strength in softness.
By blending cultural depth with contemporary form, we hope to offer silhouettes that feel both rooted and radically relevant – resonating with a generation of women who honour tradition but lead with individuality.
What markets—domestic or international—are key to your growth plans in the next 3–5 years?
We’re proud to have flagship stores in New Delhi (Chattarpur) and Mumbai (Altamount Road), with a new store opening soon in Hyderabad. Domestically, we’re focusing on expanding our presence in key metro cities to cater to the evolving tastes of modern Indian consumers.
Internationally, the UAE – particularly Dubai – is a promising market for us, given its vibrant luxury scene and strong Indian diaspora. We’re also strengthening our presence in the UK and USA, where there is growing appreciation for contemporary Indian wear that blends tradition with comfort and style.
Our strategy is to build a seamless global footprint that reflects our ethos – offering weightless, versatile, and exquisitely crafted designs to discerning customers both at home and abroad.
How are you adapting to the growing demand for sustainability in fashion?
Sustainability is at the heart of our approach. With FANAH, we use natural, lightweight fabrics like silk organza and georgette, chosen for their durability and timeless appeal – ensuring pieces are worn season after season. Our emphasis on handcrafted embellishments supports traditional artisans and ethical craftsmanship.
We also focus on mindful production practices that minimize waste and resource use, blending luxury with responsibility. For us, sustainability means creating beautiful, enduring fashion that honors both the environment and heritage.
What sales channels—offline retail, multi-designer stores, e-commerce—drive the most revenue for your brand today?
Our flagship stores in Delhi and Mumbai remain central to our revenue, delivering personalized and immersive brand experiences. Our official website further extends our reach, catering to both domestic and international customers with seamless access to our collections.
Additionally, we are proud to be featured in select multi-designer stores across India and internationally, which helps us connect with a wider audience and enhance brand visibility. Still, our focus remains on strengthening direct-to-consumer channels to nurture deeper customer relationships and maintain the integrity of our brand vision.
Are there plans to expand your own standalone stores or global partnerships?
Yes, expanding our standalone stores is a key part of our growth strategy. Following our flagship stores in Delhi and Mumbai, and the upcoming launch in Hyderabad, we’re actively exploring new locations in other major Indian cities to deepen our domestic presence.
On the global front, we’re focused on strengthening partnerships, particularly in markets like Dubai, the UK, and the USA, where there’s growing demand for contemporary Indian wear. These collaborations will help us reach new audiences while maintaining our brand’s commitment to craftsmanship and innovation.
Our goal is to build a cohesive global network that balances standalone experiences with strategic partnerships – bringing FANAH’s unique blend of tradition and modernity to discerning customers worldwide.
What role does digital marketing play in your brand’s outreach and customer engagement?
Digital marketing is a cornerstone of our outreach strategy. It allows us to connect directly with a diverse, modern audience that values both tradition and innovation. Through curated social media storytelling, influencer collaborations, and immersive content, we bring the FANAH philosophy to life – sharing the weightless elegance and soulful inspiration behind each design.
It also enables real-time engagement, personalized communication, and a seamless shopping experience across platforms. In today’s evolving fashion landscape, digital channels help us build community, spark conversations, and invite customers into our world – making luxury Indian wear accessible and relevant beyond the runway.
What’s your approach to customer retention and loyalty in such a highly competitive space?
In a competitive market, we prioritize building genuine relationships with our customers by offering personalized experiences that go beyond transactions. From curated styling advice and exclusive previews to attentive after-sales service, we ensure every interaction reflects our brand’s commitment to care and quality.
Our designs focus on timelessness and versatility, encouraging customers to invest in pieces that remain relevant season after season. We also engage our community through loyalty programs, meaningful storytelling, and events that celebrate their evolving style journeys – making them feel valued and connected.
Ultimately, loyalty grows when customers feel seen, understood, and inspired to return – not just for the product, but for the experience.
Have you raised external funding or considered investors for scaling your label?
We have been focused on organic growth so far, prioritizing sustainable expansion and maintaining creative control. Behind the scenes, Vikram Mahajan – Mahima Mahajan’s husband and the strategic mind of the business – has been instrumental in shaping the brand’s growth and vision.
As we scale, we remain open to strategic partnerships that align with our values, ensuring any collaboration strengthens our brand’s authenticity and long-term potential.
What are your key business metrics for success—profit margins, collection sell-through, global reach?
Our success is measured through a balanced mix of metrics. Collection sell-through rates are crucial, as they reflect how well our designs resonate with customers and market demand. Maintaining healthy profit margins ensures sustainable growth without compromising quality or craftsmanship.
Global reach is another key metric – we track growth in both domestic and international markets to expand our brand presence strategically. Beyond numbers, customer satisfaction and repeat engagement remain central indicators, driving long-term loyalty and brand equity.
Are there plans for diversification?
Absolutely. We are exploring new categories that align with our brand’s ethos – combining innovation with craftsmanship to offer customers more ways to experience our vision of effortless luxury. Our growth strategy balances expanding reach with maintaining the quality and story behind every piece.