What Mirraw does

Mirraw is an Indian ethnic fashion e-commerce marketplace founded in 2011 and headquartered in Mumbai. Operating as a direct-to-consumer platform, Mirraw connects global consumers — primarily the Indian diaspora in the US, UK, Canada, and Australia — with sellers offering traditional Indian apparel, jewellery, accessories, and home decor. The catalog spans sarees, lehengas, salwar kameez, kurtis, men's ethnic wear, kids wear, jewellery, modest wear, and home & living, with specialized sub-collections including the Luxe Designer Collection (featuring Ritu Kumar, Parul Gandhi, Charu and Vasundhara, and others), a Plus Size line, and a Fusion Wear range. The company also operates a third-party seller marketplace at seller.mirraw.com and provides native mobile applications for iOS and Android.

The business runs on a marketplace model. Revenue is generated through product sales (the spread between retail and wholesale prices on first-party and marketplace listings), custom stitching services priced at $3–$5 per garment, bulk order sales for institutional buyers, and gift cards. International shipping is handled via FedEx, UPS, and DHL, with dedicated customer support numbers in the US (+1 949), UK (+44 121), Canada (+1 581), and India (+91 22). Stitching services are restricted to non-India customers. Marketing is conducted through the owned e-commerce site, social media (Instagram, Facebook, Twitter as @MirrawDesigns), email/newsletter, mobile apps, a Mirraw Partner affiliate program, and curated designer collaborations.

The company has 101–250 employees. As of June 2024 (per India Retailing coverage), Mirraw publicly targeted Rs. 125 crore in revenue for the fiscal year alongside stated expansion into US, UK, and Australian markets. Leadership comprises co-founders Anup Nair and Shailesh Jain. No external funding rounds, acquisitions, or institutional investor ownership have been disclosed in the available data; the company appears bootstrapped and privately held.

Name

Mirraw

Legal name

Mirraw Online Services Pvt. Ltd.

Website

https://mirraw.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Mirraw is an Indian ethnic fashion e-commerce marketplace founded in 2011, connecting global consumers — primarily the South Asian diaspora — with sellers of sarees, lehengas, jewellery, and traditional apparel via its website, mobile apps, and third-party seller portal.

Ownership category

akta.pro rank

Product category

Online Ethnic Fashion Marketplace

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Jewelry, Watches & Luxury Goods Marketplaces (CRAFABAK)

akta.pro secondary industries

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC), Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven) (CRAKABAD)

Keywords

• Ethnic fashion marketplace
• Indian ethnic wear
• Designer boutique platform
• Sarees and lehengas
• Online ethnic apparel

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Product Sales (E-commerce Marketplace): Mirraw operates as an online ethnic fashion marketplace, generating revenue through direct product sales to consumers. The platform connects buyers with sellers offering ethnic Indian apparel, jewellery, accessories, and home decor items. Revenue is generated from the difference between retail prices charged to customers and wholesale prices paid to vendor sellers, along with platform fees from third-party sellers.
2. Custom Stitching Services: Mirraw offers custom stitching services for clothing items including blouses, salwar suits, and lehengas, with charges ranging from $3.0 (standard) to $5.0 (custom), and additional fees for accessories like Cancan ($2.0) and Padded Foundation ($2.0). This service is available for customers outside India.
3. Bulk Order Sales: Mirraw provides bulk order inquiry options for businesses and organizations seeking larger quantities of ethnic wear products.
4. Gift Cards: Mirraw offers gift cards for purchase, allowing customers to buy prepaid gift vouchers for friends and family.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Mirraw operates an online marketplace that enables Indian designers and artisans to set up digital boutiques and sell ethnic Indian fashion directly to consumers worldwide. The platform's product portfolio spans traditional women's apparel (sarees, lehengas, salwar kameez, kurtis), men's ethnic wear, kids ethnic wear, ethnic jewellery, modest/Islamic wear, home decor, and premium designer collections, complemented by custom stitching services and a mobile shopping app.

Product overview

Mirraw is an Indian e-commerce platform specializing in ethnic fashion and lifestyle products for women, men, and children. The platform operates primarily as a marketplace connecting buyers with sellers offering ready-to-wear ethnic garments and accessories. The core product portfolio spans traditional Indian wear including Sarees, Lehengas, Salwar Kameez, Kurtis, and Men's Ethnic Wear, complemented by Jewellery, Kids Ethnic Wear, Home & Living, and Modest Wear collections. The platform features specialized sub-brands including the Luxe Designer Collection featuring curated designer pieces, a Plus Size Collection for extended sizing, and a Fusion Wear line blending Indo-western styles. Mirraw also offers specialized lehenga variants such as Readymade Lehengas, Crop Top Lehengas, Long Choli Lehengas, and Light Lehengas. Additional services include a Stitching Service for custom garment fitting (available for international customers) and a native Mobile App for iOS and Android. The platform ships internationally to the USA, UK, Canada, Australia, and worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Sarees Traditional Indian sarees spanning regional roots (Banarasi, Kanchipuram Silk, Paithani, Patola, Bengali, Ikat, Bandhani) and fabrics (Chiffon, Georgette, Cotton, Pure Silk, Satin, Linen, Net, Organza, Tissue, Art Silk). Targeted at women shoppers seeking authentic regional Indian sarees for weddings, festivals, and occasions.
• Lehengas Full-length skirt and choli sets available in Net, Georgette, Silk, Brocade, Organza, Velvet, and Cotton fabrics, including Bridal, Wedding, Party Wear, Cocktail, Festive, and Bridesmaid collections. Targeted at women shopping for wedding, festive, and occasion wear.
• Salwar Kameez Traditional salwar kameez suits including Anarkali, Sharara, Palazzo, Straight, Pakistani, Punjabi, Patiala, and Churidar styles in Silk, Cotton, Georgette, and Net fabrics. Targeted at women seeking daily, festive, and wedding salwar suit options.
• Kurtis and Kurta Sets Women's kurtis and kurta sets including Kurta Sets, Co-ord Sets, Long Kurtis, Short Kurtis, Anarkali Kurtis, Kaftans, and Tunics in Silk, Cotton, Rayon, and Chanderi fabrics. Targeted at women shopping for everyday, office, and festive ethnic wear.
• Ethnic Jewellery Ethnic Indian jewellery including Necklace Sets, Necklaces, Bangles and Bracelets, Earrings, Anklets, Pendants, Rings, Temple Jewellery, Antique Jewellery, American Diamond, Kundan, South Indian, Pearl, and Bridal Jewellery. Targeted at women, brides, and wedding shoppers.
• Men's Ethnic Wear Men's ethnic clothing including Kurta Sets, Kurta Pajama, Sherwanis, Nehru Jackets, Bandhgala Suits, Blazers, Shirts, Indo Western, and Pathani Suits, plus accessories. Targeted at men shopping for traditional, festive, and wedding attire.
• Kids Ethnic Wear Children's ethnic clothing for girls and boys including Lehengas, Salwar Suits, Kurtis, Sharara Sets, Frocks, Gowns, Indo Western, Kurta Pyjamas, Dhoti Kurta, Nehru Jackets, Sherwani, and Suits, organized by age groups from 0-15 years. Targeted at parents shopping age-appropriate ethnic wear for festivals and weddings.
• Modest and Islamic Wear Islamic modest clothing for women, men, and girls including Kaftans, Burka, Hijab, Abaya, Tunics, Farasha, Burkini, Moroccan Kaftans, Coat Abaya for women, and Galabiyyas for men. Targeted at Muslim women and families seeking modest ethnic and contemporary styles.
• Home and Living Ethnic Indian home decor and furnishings including Bed Sheets, Quilts, Curtains, Cushion Covers, Carpets and Rugs, Sculptures, Candles, Vases, Paintings, Wall Art, Kitchen and Dining items, and Pooja items including God statues and religious artifacts. Targeted at consumers seeking ethnic home aesthetics and religious decor.
• Luxe Designer Collection Premium designer ethnic wear featuring collections from designers including Charu and Vasundhara, Chamee and Palak, Paulmi and Harsh, Parul Gandhi, Ritu Kumar, Masumi Mewawalla, and Tamara By Tahaani, spanning luxury Kurtas, Kurta Sets, Sarees, Lehengas, Sherwanis, Blazers, and Designer Jewellery. Targeted at premium occasion shoppers seeking named-designer ethnic pieces.
• Plus Size Ethnic Collection Extended size ethnic wear for women including Salwar Kameez, Kurtis, Kurta Sets, Blouses, and Skirts in Georgette, Cotton, Silk, Rayon, and Crepe Polyester fabrics with Embroidered, Printed, Floral Print, Plain, and Woven designs. Targeted at plus-size women seeking well-fitting ethnic apparel.
• Fusion Wear Indo-western fusion clothing combining ethnic and western styles including Lehengas and Skirts, Fusion Sarees, Capes and Jackets, Gowns, Co-ords, Tops and Tunics, Dresses, and Jumpsuits. Targeted at women seeking contemporary styles with ethnic elements.
• Custom Stitching Service Custom tailoring service for blouses and lehengas with Standard stitching from $3.0 and Custom stitching from $5.0 per product, plus accessory add-ons (Cancan $2.0, Padded Foundation $2.0). Available to customers outside India with 5-8 business days additional delivery time.
• Mirraw Mobile App Native mobile application for iOS and Android enabling shopping on the go, with real-time order updates, designer collection browsing, and app-only offers. Targeted at all Mirraw shoppers who prefer mobile purchasing.

Named customers2 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights1 record

Broad incumbents

• Etsy: Etsy is a global marketplace for handmade, vintage, and artisan goods including jewellery and home decor — broadly comparable to Mirraw's artisan-sourced jewellery and home & living catalogue as a discovery-based global marketplace.
• Nykaa Fashion: Nykaa Fashion is the fashion vertical of Nykaa offering apparel and accessories including a growing ethnic and modest wear assortment. It is a broad incumbent with significantly more capital and brand recognition than Mirraw.
• Myntra: Myntra is India's largest fashion e-commerce platform with a broad ethnic and western apparel assortment. It is a broad incumbent that overlaps with Mirraw on ethnic wear but competes as a horizontal, well-funded platform.

Direct peers

• Cbazaar: Cbazaar is a US-headquartered Indian ethnic fashion retailer selling sarees, lehengas, sherwanis, and accessories globally. It competes head-to-head with Mirraw for the Indian diaspora, particularly in North America.
• Craftsvilla: Craftsvilla was an Indian ethnic fashion marketplace connecting artisans with buyers — directly comparable to Mirraw's marketplace model and artisan-sourced positioning, though now operating at much-reduced scale.
• Kalki Fashion: Kalki Fashion is a designer ethnic wear retailer offering bridal lehengas, sarees, gowns, and men's occasion wear online. It competes with Mirraw's premium Luxe designer assortment and bridal/wedding occasion segment.
• Jaypore: Jaypore (part of FS Life) is an Indian ethnic fashion and home brand retailing handcrafted apparel, jewellery, and home decor from artisans — comparable to Mirraw on the artisan-sourced, regional-craft, and home & living dimensions.
• Utsav Fashion: Utsav Fashion is a leading Indian ethnic wear e-commerce retailer offering sarees, lehengas, salwar suits, jewellery, and men's ethnic wear to a global audience — directly overlapping Mirraw's core marketplace product lines and target diaspora customer base.

Emerging players

• Limeroad: Limeroad is an Indian social-commerce fashion platform selling apparel, accessories, and home products. It overlaps with Mirraw on the discovery-driven, multi-category women's apparel model.
• Voonik: Voonik is an Indian personal-styling-driven fashion marketplace that has expanded into ethnic and fusion wear. It is an emerging player with partial overlap on the women's ethnic apparel side.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mirrawdesigns
• Facebookfacebook.com/MirrawDesigns
• Instagraminstagram.com/mirraw
• LinkedInlinkedin.com/company/mirraw

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Mirraw