premium innerwear and lifestyle brand MHYTH has raised ₹5 crore in a pre-seed funding round backed by a Mumbai-based single-family office led by businessman Mohammed Asief Khan. The investment comes after the company’s earlier angel funding round in December 2024, which also saw participation from Nine Rivers Capital. The latest D2C funding news highlights growing investor confidence in premium, design-led consumer brands emerging from India’s evolving Direct-to-consumer India landscape.
Founded by Mitali Rai alongside COO Vivek Mittal, MHYTH officially began operations in early 2025 across Bengaluru and New Delhi. The brand operates in the premium fashion and lifestyle category, offering products across designer lingerie, shapewear, nightwear, resort wear, loungewear, dresses, and everyday essentials. As India’s D2C ecosystem India continues to expand into premium and aspirational categories, MHYTH is positioning itself among the latest D2C startups focused on combining comfort, fashion, functionality, and modern consumer preferences.
The startup aims to build a strong India-focused luxury narrative while benchmarking itself against established international brands such as Victoria’s Secret, Savage X Fenty, Calvin Klein, Marks & Spencer, and Agent Provocateur. This reflects a larger shift in D2C market trends 2025, where Indian founders are increasingly building globally competitive premium D2C brands India with local manufacturing and consumer-first innovation.
MHYTH’s latest funding round will primarily support product development, scaling operations, strengthening India-based manufacturing capabilities, and building a larger product ecosystem. Unlike many brands in the premium fashion and innerwear segment that rely heavily on imports from China and Europe, MHYTH is focusing on creating a stronger domestic manufacturing backbone. This aligns with rising momentum around D2C supply chain innovation and India’s push toward building stronger local consumer brands.
The company follows an automation-led and asset-light operating model, helping it remain agile while scaling operations. This modern D2C business model India allows the startup to focus heavily on execution, product quality, and faster consumer response cycles. Founder and CEO Mitali Rai emphasized that execution and consumer understanding remain central to the company’s growth strategy.
The premium lifestyle and fashion category continues to witness strong traction as consumer behavior evolves across urban India. Consumers today are increasingly looking for premium, comfort-driven, and design-focused products that blend global aesthetics with local relevance. This shift in D2C consumer behavior India is creating opportunities for new-age brands like MHYTH to scale rapidly within the premium lifestyle segment.
The funding also reflects increasing momentum in VC-backed D2C brands and angel investment D2C activity across India. Investor Mohammed Asief Khan highlighted the company’s sharp positioning and strong execution capability as key reasons behind the investment. With strong investor backing, focused brand building, and a differentiated premium identity, MHYTH is emerging as one of the most interesting D2C fashion and lifestyle startups in the country.
As part of the broader Indian D2C updates and D2C industry news landscape, MHYTH’s growth story reflects what’s happening in India’s D2C space today—where founders are building niche, premium, globally benchmarked consumer brands rooted in Indian manufacturing and market understanding. The startup’s emphasis on product depth, customer-centric innovation, and scalable operations also highlights the growing sophistication of India’s D2C business India ecosystem.
With fresh capital, growing category demand, and strong founder-led execution, MHYTH is well-positioned to scale further and establish itself as a premium player in India’s fast-growing innerwear, lifestyle, and fashion market.
