From educator to entrepreneur, Mohita Purswani builds Label By Mohita-wearable, inclusive fashion rooted in real life.
Label By Mohita
There's a moment that stays with Mohita Purswani from her years as a fashion educator. A talented student had just presented a beautifully conceptualised collection-dramatic silhouettes, intricate detailing, runway-ready aesthetics. But when Mohita asked her to explain how a working woman would wear these pieces to an office meeting or a weekend brunch, the student hesitated. The garments looked stunning, but they weren't designed for real life.
That disconnect-between fashion as art and fashion as utility-became a recurring theme in Mohita's teaching years. As a NIIFT graduate and mentor to aspiring designers, she spent countless hours helping students understand that great design isn't just about visual impact. It's about fit, movement, comfort, and the lived reality of the women who would eventually wear these clothes.
Those classroom conversations, it turns out, were quietly shaping the foundation of what would later become Label By Mohita.
From mentor to maker
Mohita's transition from fashion educator to entrepreneur wasn't a sudden pivot. It was a gradual realisation that the principles she was teaching-wearability, thoughtful construction, balancing aesthetics with functionality-were the very things missing from much of the Indian women's fashion market.
"Teaching gave me a front-row seat to how designers think, but also how disconnected design can become from real wardrobes," Mohita explains. "I kept thinking about the women I knew-friends, colleagues, former students-and what they actually needed. Not costumes for Instagram. Not trends that would fade in a season. Just well-made, beautiful pieces they could wear and live in."
After years of mentoring others, she decided to build something herself. Label By Mohita launched as a direct-to-consumer brand focused on contemporary wearables: co-ord sets, dresses, fashion denim, and statement jackets. The positioning was clear from the start-designer-led, budget-smart, and rooted in the philosophy of "no seasons, all style."
What set the brand apart wasn't just the product. It was the thinking behind it, informed by years of classroom critiques, fabric discussions, and real conversations about what makes clothing work.
Classroom lessons, real-world design
The influence of Mohita's teaching background is visible in how Label By Mohita approaches design. Instead of chasing runway trends or seasonal collections, the brand focuses on versatile silhouettes with contemporary detailing-pieces that can transition across occasions without requiring a complete styling overhaul.
The design language-3D detailing, handcrafted accents, structured cuts, playful prints-reflects a balance Mohita often emphasised in her mentoring: make it interesting, but make it wearable. Avoid over-embellishment that adds weight or restricts movement. Prioritise fit and fabric quality. Think about how a piece will feel after three hours, not just how it looks in the first five minutes.
Pricing was another area where her educator mindset came into play. Mohita had seen too many young designers either underprice their work or make it so expensive that only a niche audience could afford it. Label By Mohita's range-₹2,399 to ₹8,950-was designed to occupy a middle ground: premium enough to reflect quality and craftsmanship, accessible enough for women to update their wardrobes without hesitation.
"I didn't want to build a brand that women admired but couldn't buy," she says. "The goal was to create something they'd actually wear-multiple times a month, not once a year for a special occasion."
Building direct, staying intentional
Label By Mohita operates entirely as a D2C brand, selling through its own website and Instagram. For Mohita, this wasn't just a distribution strategy-it was an extension of the teaching mindset. Controlling the customer journey meant she could educate buyers about fabric choices, explain construction details, and build a community around thoughtful consumption rather than impulse buying.
The Instagram presence became a space for storytelling, not just selling. Posts showcased garment details, styling versatility, and the craft behind each piece. The focus was on attracting customers who valued design and quality, not just those chasing discounts or trends.
The approach has worked. Today, Label By Mohita generates ₹30-40 lakhs in monthly revenue and continues to grow steadily month-on-month. But Mohita is careful not to let scale compromise the brand's core identity.
"Growth is important, but not at the cost of what we stand for," she says. "Every piece still has to meet the same standard of wearability and finish. That's non-negotiable."
The brand also offers a Curvy Plus category, reflecting Mohita's belief that inclusive sizing shouldn't be an afterthought-it should be a fundamental part of design thinking from the start.
The educator's edge
Running a fashion brand comes with its own learning curve-managing inventory, navigating vendor relationships, balancing creative vision with commercial realities. But Mohita credits her teaching years with giving her an edge: the ability to communicate clearly, educate customers, and stay patient with the process.
"Teaching trains you to break down complex ideas and make them accessible," she reflects. "That's incredibly useful when you're trying to explain to a customer why a certain fabric drapes better, or why handcrafted detailing justifies a price point."
There are challenges, of course. Building a design-first brand in a market that often prioritises volume and speed requires constant discipline. Educating customers to appreciate craftsmanship over fleeting trends is an ongoing effort. And as a founder-driven, women-led label, maintaining quality while scaling demands meticulous attention.
But Mohita remains committed to building slowly, with intention. The goal isn't to become the biggest brand-it's to become one that women trust and return to.
Designing for real women
Looking ahead, Label By Mohita is focused on deepening its design language and expanding its range of wearable capsules. There are no plans for brick-and-mortar retail yet, no pressure to dilute the brand's identity for faster growth. Just a steady, thoughtful evolution rooted in the same principles Mohita once taught in classrooms.
"Fashion education taught me that design is only meaningful if it serves the person wearing it," Mohita says. "I'm not designing for runways or Instagram grids. I'm designing for real women with real lives-women who want to look good, feel comfortable, and not overthink their choices. That clarity keeps everything else simple."
For a founder who started her career shaping how others think about fashion, building Label By Mohita has been a natural extension of that mission-only this time, the classroom is digital, the students are customers, and the lesson is the same: good design is wearable design.
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