Luxury innerwear, clothing and lifestyle brand MHYTH has secured Rs. 5 crore (US $600,000) in a pre-seed funding round backed by a Mumbai-based single-family office, led by businessman Mohammed Asief Khan. The investment follows an earlier angel round in December 2024, which saw participation from Nine Rivers Capital.
The company aims to develop an India- and Asia-focused luxury narrative while benchmarking itself against established global brands such as Victoria’s Secret, Hunkemöller, Savage X Fenty, Marks & Spencer, La Senza, Calvin Klein and Agent Provocateur.
Founder and Chief Executive Mitali Rai stated that execution remains central to the company’s strategy, adding that the brand is being built to meet global standards while addressing consumer needs and gaps in the market.
Investor Mohammed Asief Khan said that strong positioning and consistent execution are critical to building enduring brands, and indicated his backing for the founder’s efforts to establish MHYTH as a recognisable name in the global premium segment from India.
Founded in early 2025 the company began operations in Bengaluru and New Delhi. MHYTH operates on an automation-led, asset-light model and has prioritised product development and domestic manufacturing capabilities over rapid expansion, despite early interest from larger conglomerates.
The brand follows a low-inventory, high-rotation operating model, which it states enables the delivery of globally competitive design, quality and fit at relatively accessible price points. The strategy is aimed at targeting aspirational consumers while supporting long-term international growth ambitions.
