The burgeoning fashion industry in India, estimated to reach $130-150 Bn by 2030, is at a crossroads. At one end, there is fast fashion, trendy, mass-produced and increasingly expensive. At the other end lie premium creations that are aspirational but too expensive. What’s lacking is a brand in the middle that delivers variety-led, value-minded and affordable fashion at speed for shoppers who want to stand out. For a generation exposed to global fashion cues online, the lack of early access to fast-moving, diverse styles can be embarrassing. When Akanksha Sethi Bohara studied in Mumbai a decade ago and attended a college party, she and two other women showed up wearing the same outfit. The problem was the lack of exclusivity masquerading as choice online, which is most people’s default channel. The concept of Miss Mosa took shape then, as Akanksha experimented informally on Instagram under the label Alamode by Akanksha. The response confirmed there was appetite for a homegrown brand built around speed and relevance rather than rigid seasonal drops. As the business grew, Akanksha’s sibling Jayant Sethi joined as a cofounder and helped the brand transition into a full-scale D2C venture, building systems across marketing, operations and finance. Miss… Read MoreInc42 Media
