In an era where fashion trends change overnight, creating a brand with a timeless identity requires far more than good design. It demands authenticity, purpose, and a clear understanding of what customers truly value. For Shubha Mitra and Punam Mullick, Co-founders of Shubha Design Studio, that vision has always been rooted in storytelling, creativity, and conscious fashion.

Over the past five years, the duo has transformed Shubha Design Studio into a distinctive fashion label known for its quirky prints, comfortable silhouettes, and sustainable philosophy. Their journey reflects the perfect blend of artistic expression and business discipline, proving that creativity and strategy can coexist to build a meaningful brand.

In an exclusive conversation with Indian Startup Times, the founders shared the inspiration behind their entrepreneurial journey, the evolution of their design philosophy, the launch of their children’s brand Laadla Laadli India, and their vision for the future of Indian fashion.

Fashion That Tells a Story

For Shubha Mitra, fashion has always extended beyond aesthetics. Every garment is an opportunity to tell a story, evoke emotions, and help individuals express themselves with confidence.

Before launching her own label, Shubha spent several years working as a costume designer for films and styling celebrities. That experience shaped her understanding of how clothing communicates personality, emotion, and identity.

Her exposure to cinematic storytelling continues to influence every collection at Shubha Design Studio. Instead of designing garments solely based on trends, she creates pieces inspired by everyday experiences, memories, nature, conversations, colours, and art.

This storytelling approach has become the defining identity of the brand, making every collection both expressive and deeply personal.

Where Comfort Meets Creativity

One of the biggest challenges in fashion is balancing statement designs with everyday wearability. Shubha Design Studio has built its reputation by achieving exactly that.

The brand focuses on breathable fabrics, relaxed silhouettes, and thoughtful detailing that allow women to feel both stylish and comfortable. Rather than creating clothing that is reserved for special occasions, the founders believe fashion should naturally become a part of everyday life.

Their collections encourage individuality without compromising comfort, allowing customers to wear expressive designs confidently in their daily routines.

Building a Conscious Fashion Brand

Long before sustainability became a mainstream conversation, Shubha Design Studio embraced the idea of mindful fashion.

For the founders, conscious fashion goes beyond choosing sustainable fabrics. It represents thoughtful decision-making throughout the design process—from creating garments with longevity to encouraging customers to invest in pieces they genuinely love and continue wearing over time.

This philosophy challenges the fast-fashion culture that encourages frequent consumption and disposable clothing.

According to the founders, one of the biggest challenges has been educating customers about the long-term value of quality craftsmanship. However, they are encouraged by the growing number of consumers who now seek brands with purpose, transparency, and authenticity.

Growing Through Community

Over the last five years, Shubha Design Studio has steadily expanded its customer base across India while also reaching international markets.

Rather than measuring success solely through sales or scale, the founders believe their greatest achievement has been building a loyal community that connects emotionally with the brand.

Every returning customer validates the company’s commitment to originality, comfort, and meaningful design.

Instead of chasing rapidly changing fashion trends, the team focuses on maintaining a consistent design language built around creativity, individuality, and authenticity—qualities they believe will always remain relevant.

The Business Behind Creativity

While Shubha leads the creative vision of the brand, Punam Mullick brings operational excellence, financial planning, and strategic direction.

Coming from a corporate background, Punam has successfully merged structured business thinking with artistic creativity. Her expertise in finance, planning, and business systems has helped create a strong operational foundation that supports the brand’s long-term growth.

She believes that behind every successful fashion label lies extensive work that customers rarely see—from collection planning and quality control to customer insights, production timelines, inventory management, and strategic decision-making.

Her contribution ensures that creativity is supported by sustainable business practices without compromising the brand’s artistic identity.

Sketching Ideas into Reality

Apart from overseeing strategy, Punam is also a passionate sketch artist, with many of the brand’s collections beginning as hand-drawn concepts.

For her, sketching is the first step in translating emotions and ideas into wearable fashion.

Each design evolves through multiple stages before becoming a finished garment, allowing the founders to preserve the originality and artistic intent behind every collection.

Their collaborative working style combines Shubha’s creative storytelling with Punam’s structured execution, resulting in a brand that is both imaginative and commercially sustainable.

Expanding into Children’s Fashion

Building on the success of Shubha Design Studio, the founders recently introduced Laadla Laadli India, a children’s fashion brand that combines storytelling, imagination, and Indian culture.

Rather than treating children’s clothing as purely functional or decorative, the founders wanted every outfit to become part of a child’s imaginative journey.

The brand aims to inspire curiosity through playful designs that celebrate storytelling, creativity, colours, and cultural heritage while remaining comfortable for everyday wear.

Parents, too, are encouraged to see clothing as a meaningful choice—one that combines quality, creativity, and emotional value.

Initially launching as a digital-first brand, Laadla Laadli India also envisions immersive offline experiences in the future where children and families can engage with the stories behind the collections.

The Changing Face of Indian Fashion

Reflecting on the evolution of the fashion industry, the founders believe consumers today are far more informed than they were a decade ago.

Digital platforms have changed how customers discover brands, while increasing awareness has shifted buying behaviour from trend-following to value-driven purchasing.

Today’s consumers want to understand the story behind what they wear. They seek brands that reflect their personality, values, and lifestyle rather than simply following seasonal trends.

This shift, according to the founders, creates exciting opportunities for independent brands that remain authentic while delivering thoughtful products.

Lessons from Entrepreneurship

Building a creative business has taught both founders that patience and consistency are just as important as innovation.

They believe successful brands are built gradually through continuous learning, disciplined execution, and staying true to one’s vision despite changing market dynamics.

For aspiring entrepreneurs, their advice is straightforward: combine creativity with strong business fundamentals. Passion alone is not enough; sustainable systems, strategic thinking, and a clear understanding of customers are equally essential for long-term success.

Looking Ahead

As Shubha Design Studio enters its next phase of growth, the founders remain committed to creating fashion that celebrates individuality, comfort, craftsmanship, and conscious living.

Alongside expanding the reach of Shubha Design Studio, they are equally excited about nurturing Laadla Laadli India into a brand where storytelling, culture, and creativity inspire both children and families.

In a fashion landscape increasingly driven by authenticity rather than trends, Shubha Mitra and Punam Mullick are proving that meaningful design, backed by thoughtful strategy, has the power to build lasting connections with customers.

Their journey is a reminder that fashion is not simply about clothing—it is about stories, identity, and creating experiences that people carry with them long after the moment has passed.

Interview By: Arushi Agarwal