Mufti

What Mufti does

Mufti is a men's fashion brand founded in 1998 by Kamal Khushlani and operated by Credo Brands Marketing Limited, a publicly listed Indian entity (BSE: 544058, CIN: L18101MH1999PLC119669). The company designs and sells menswear — denim jeans (including flagship sub-ranges Denim De Luxe and Originals), shirts, T-shirts, polos, casual trousers, cargo pants, shorts, bomber and puffer jackets, blazers, sweatshirts, sweaters, flatknits, and linen — targeting urban Indian men aged 25–45 who seek expressive, trendsetting alternatives to mainstream menswear. Mufti is credited with pioneering stretch jeans for men in India. The company also offers an extended-size range (M–6XL), an oversized collection (400050), and a Print Studio sub-line for trend-led consumers.

The business operates a direct-to-consumer model through its own e-commerce platform (muftijeans.in) and physical retail stores across India, supplemented by a five-tier loyalty program (Base, Silver, Gold, Platinum, Black) that returns 2–5% of bill value as points. Pricing is unit-based with jeans ranging Rs 1,749–3,599, sweatshirts Rs 1,599–1,849, trousers Rs 1,649–2,999, and blazers around Rs 7,499, and the brand runs frequent 20–50% promotional discounts. Payment options include UPI, Google Pay, PhonePe, and COD. No proprietary technology platform, AI capabilities, or international operations are disclosed; geographic footprint is India-only.

For FY March 2026, Credo Brands Marketing reported standalone revenue of Rs 592.10 crore (a 4.22% YoY decline) and net profit of Rs 47.42 crore (a 30.68% decline). Q4 FY2026 showed recovery, with revenue up 5.93% to Rs 162.30 crore and net profit up 10.12% to Rs 15.23 crore, suggesting the annual decline may be reversing. The company employs 501–1,000 people and is headquartered in Andheri (E), Mumbai.

Name

Mufti

Legal name

Credo Brands Marketing Limited

Website

https://muftijeans.in

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mufti, founded in 1998 by Kamal Khushlani, is an Indian men's fashion brand operating through D2C e-commerce and physical retail, selling denim, shirts, and apparel to urban Indian men aged 25–45 under parent Credo Brands Marketing Limited.

Ownership category

akta.pro rank

Product category

Men's Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Men’s Apparel Retail (CRAAABAC)

Keywords

• Menswear fashion brand
• Denim jeans retail
• Casual apparel India
• Direct to consumer clothing
• Men's fashion e-commerce

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Apparel Retail - D2C: Mufti generates revenue through direct sales of menswear apparel via its e-commerce website and physical retail stores. Products include jeans, shirts, T-shirts, polos, trousers, jackets, sweatshirts, and accessories targeting the modern Indian man.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Mufti designs, manufactures, and retails a comprehensive portfolio of men's apparel under its own brand, including signature stretch denim jeans, shirts, T-shirts, polos, casual trousers, cargo pants, shorts, bomber and puffer jackets, blazers, sweatshirts, sweaters, flatknits, and linen garments, with extended sizes from M to 6XL. Products are sold directly to consumers through the muftijeans.in e-commerce platform and a network of physical retail stores across India.

Product overview

Mufti is a men's fashion brand operated by Credo Brands Marketing Limited, founded in 1998 by Kamal Khushlani. The brand offers a comprehensive menswear portfolio encompassing denim jeans (including flagship Denim De Luxe and Originals sub-brands), shirts, T-shirts, polos, casual trousers, cargo pants, shorts, jackets (bomber, puffer, blazers), sweatshirts, sweaters, and flatknits. Mufti also provides extended-size clothing (4XL-6XL) and an oversized collection (400050). The brand is known for pioneering stretch jeans for men in India and positions itself as a trendsetter in stylish menswear, offering garments that blend international fashion with the Indian spirit. Products are available through the e-commerce platform muftijeans.in and physical retail stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Denim Jeans Mufti's signature men's stretch denim jeans available in multiple fits including Originals Stretch, Skinny Fit, Straight Fit, Relaxed Fit, Loose Fit, Ultra Loose Fit, Ankle Length, plus premium sub-lines Denim De Luxe and Originals Jeans, targeting modern Indian men seeking comfortable, fashion-forward denim.
• Shirts Men's shirts available in Denim, Stripe, Plain, Check, Linen, Cotton, Floral, Half Sleeve, Full Sleeve, Cuban Collar, and printed variants in multiple colours, suitable for casual and formal occasions.
• T-Shirts Versatile men's T-shirts in Plain, Stripe, Printed, and Henley styles, offered in various colour options for casual to semi-formal wear.
• Polos Polo T-shirts and printed polo shirts combining casual comfort with refined style, available in multiple colours and patterns.
• Casual Trousers Men's casual trousers featuring Slim-Fit Chinos, Relaxed-Fit Trousers, Ankle-Length Trousers, and Cotton Trousers in stretch cotton blends and other fabrics for flexibility and comfort.
• Cargo Pants Durable and stylish cargo pants suitable for adventure and casual wear, available in Originals Cargo and other relaxed-fit styles.
• Shorts Easy-to-style, comfortable men's shorts designed for the tropical Indian climate, offering ease of movement and modern fit.
• Bomber Jackets Men's bomber jackets made with high-quality blended fabrics for durability and weather resistance, available in Suede, Zip Thru, Faux Leather, and Sherpa varieties.
• Puffer Jackets Insulated men's winter jackets designed for warmth and comfort during colder months.
• Blazers Smart, versatile men's blazers in corduroy and textured styles designed for smart-casual occasions and parties, featuring slim-fit silhouettes with structured shoulders.
• Sweatshirts Men's sweatshirts in Plain and Printed varieties, including Hoodies, Half Zip, Funnel Neck, and V-Neck styles, made from cotton blend and polyester blend fabrics.
• Sweaters Fashionable men's sweaters merging conventional with contemporary fashion, offering warmth and style for winter wear.
• Flatknits Lightweight men's flatknits available in Solid, Textured, Chevron, and Color-blocked styles with Polo Collar, Round Neck, and High Neck options.
• Linen Collection Breathable linen shirts and clothing designed for warm weather, part of Mufti's seasonal offerings.
• 400050 Oversized Collection Oversized T-shirts and shirts collection (4 TRIPLE O FIVE O) designed for trend-forward men who prefer a relaxed, oversized fit.
• Print Studio Curated collection of printed shirts and T-shirts featuring creative, expressive prints for men who want to make a statement.
• Loyalty Program Five-tier loyalty program (Base, Silver, Gold, Platinum, Black) where customers earn points on purchases (1 point = 1 rupee) redeemable against future buys, with tier benefits ranging from 2% to 5% bill value.
• Spring Summer'26 Collection Seasonal Spring Summer'26 collection of men's apparel with promotional Flat 50% Off pricing.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Pepe Jeans: Pepe Jeans is a denim-led menswear brand with strong India retail presence, competing head-to-head with Mufti in stretch jeans, casual shirts, and smart-casual menswear at similar mid-premium price points.
• Kewal Kiran Clothing (Killer, Integriti, Lawman): Kewal Kiran is a listed Indian menswear company whose Killer, Integriti, and Lawman brands directly overlap Mufti's jeans-and-casual-wear positioning, especially in mass-premium denim and shirts.
• Spykar: Spykar is an India-focused casual menswear brand built around jeans and streetwear, sharing Mufti's urban, expressive positioning and competing across shirts, T-shirts, and denim.
• Indian Terrain (BSL Suitings): Indian Terrain is an Indian menswear brand with casual and semi-formal ranges including denim, shirts, and trousers, targeting a similar 25–45 male urban consumer as Mufti.

Broad incumbents

• Allen Solly (Aditya Birla Fashion and Retail): Allen Solly is a flagship menswear brand of Aditya Birla Fashion and Retail, offering casual and formal shirts, jeans, and trousers; it competes with Mufti in the smart-casual segment but with significantly larger scale and broader portfolio.
• Louis Philippe (Aditya Birla Fashion and Retail): Louis Philippe is a premium menswear brand from Aditya Birla Fashion and Retail with formal and casual wear, overlapping with Mufti's blazer, shirt, and trouser categories at the upper end of the price band.
• Peter England (Aditya Birla Fashion and Retail): Peter England is a mass-premium menswear brand from Aditya Birla Fashion and Retail covering shirts, jeans, and trousers; it competes directly with Mufti on price and assortment breadth.
• Levi's India: Levi's India is the local arm of the global denim leader, offering jeans and casual menswear across price tiers; it overlaps Mufti's flagship stretch-denim franchise and competes across retail and online channels.

Emerging players

• Snitch: Snitch is an India-based D2C menswear brand focused on trendy, fast-fashion shirts, jeans, and streetwear, competing with Mufti among younger urban Indian men through aggressive digital marketing and lower price points.
• Bewakoof: Bewakoof is an Indian D2C casualwear brand with a strong men's apparel vertical covering T-shirts, shirts, and joggers, targeting a similar expressive-young-male segment as Mufti's Print Studio and oversized lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCE_UYFJPQJehuC5eOzQ7Szw
• Facebookfacebook.com/muftijeans
• Instagraminstagram.com/muftijeans
• Xx.com/muftijeans

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mufti