Mulmul is a contemporary Indian womenswear and lifestyle brand that redefines ethnic wear through a modern lens. Founded in 2018 by Harsh Hari Modi, the brand began as a digital-first label rooted in premium cotton textiles. In just a few years, Mulmul has grown into a household name with 20+ stores across India, while also expanding its presence in five international markets.
At their core, Mulmul blends timeless craftsmanship with everyday wearability; spanning clothing, accessories, jewellery, and footwear.
Mulmul’s pivot to Shopify in 2019 was a turning point for the brand, unlocking faster innovation cycles, smoother operations, and the agility to scale internationally. Since then, Mulmul has entered five new markets, accelerated retail growth, and stayed true to their founding vision: creating elegant, enduring pieces that celebrate Indian design heritage in a way that feels relevant today.
Since moving to Shopify, Mulmul has seen:
- 10x growth in online sales
- 2x increase in returning customer rate
- 67% reduction in technical implementation costs
The challenge: A rigid platform stalling innovation and global growth
Before migrating to Shopify, Mulmul’s growth was hindered by the limitations of Adobe Commerce. The team faced major challenges in trying to build and scale an experience that matched their brand ambitions. Performance issues were common, with slow site speed impacting product discovery, navigation, and checkout journeys. Customers were unable to smoothly browse or complete purchases, and continuous upgrades were needed on the back end to add SKUs and images to the site.
Customisation also posed a major obstacle. Even simple feature implementations, such as blocking unreliable delivery PIN codes or adding metafields, took weeks and required deep technical intervention and database changes.
Expanding to new markets was another key strategic goal for Mulmul, but on Adobe Commerce’s platform it was a time-consuming and expensive process. Setting up storefronts for international geographies would have required extensive back-end work and taken months to implement. They previously didn’t have a streamlined way to support local currencies, languages, and payment integrations, which halted their global ambitions.
Operationally, the limitations extended to back-end processes as well. There was no way to integrate Adobe Commerce with their enterprise resource planning (ERP) system, meaning inventory syncing between offline and online channels had to be managed manually. Marketing workflows, warehouse coordination, and customer engagement tactics, like their loyalty and gifting programmes, were all difficult to automate.
The primary issue with our previous ecommerce platform was the slow website speed that had a considerable impact on customer experience. We had to invest significant time in implementing minor customisations, and lacked the right analytics to make data-driven decisions. In order to scale, we knew we needed a reliable, secure, and faster solution. Switching to Shopify was a strategic move that freed us from the limitations of our previous platform and allowed us to pursue strategic opportunities with confidence.
The solution: Seamless customisations and enhanced customer experiences with Shopify
With technical implementation support from Shopify development agency Mojito Labs, Mulmul migrated to Shopify’s Plus plan in 2021. This transformed their ecommerce operations and dramatically reduced their dependency on developers for back-end changes.
Mulmul now runs five additional stores, targeting markets in the US, UK, and Asia. Each site was launched within days using Shopify’s expansion stores. Shopify has given Mulmul the agility to scale globally, without increasing their infrastructure or developer costs.
To streamline operations and improve the customer experience, Mulmul uses Shopify Flow, Shopify Forms, and Shopify’s Checkout Extensibility. Shopify Flow has automated key tasks for Mulmul, including the tagging of VIP customers, providing shoppers with loyalty points, and sending automated emails triggered by wish list items. Mulmul’s loyalty programme is bolstered by customer retention app Retafy, implemented via the Shopify App Store.
Mulmul has also been able to implement several checkout customisations, such as blocking unreliable delivery PIN codes and displaying accurate information about returns and refunds. For Mulmul’s Mother’s Day campaign, the automated order tagging enabled by Shopify allowed their warehouse team to fulfil special packaging requirements with ease.
With Shopify Flow, we’ve implemented automations that have saved us hours of manual work and improved the overall customer journey. In our Mother’s Day campaign, customers who bought from the collection were automatically tagged, which helped our warehouse team process and package those orders efficiently. Shopify features help us offer a personalised, seamless experience at scale, and would have taken weeks to implement on our old platform. Now we can test and execute quickly, without compromising on customer experience.
Shopify Forms has also allowed Mulmul to collect data for returns and contact submissions, without relying on costly third-party solutions. This easily configurable tool has reduced costs and removed the complexity from Mulmul’s returns process.
Mulmul has significantly enhanced product discovery and the customer experience through Shopify’s CMS, video hosting, and semantic search capabilities. Tools like Matrixify, available on the Shopify App Store, make it easy to manage and update extensive product information via metafields, which contain details about fabrics, care instructions and product design inspiration.
As Mulmul’s technical implementation partner, we at Mojito Labs have been working closely with their team since the start of their Shopify journey. What stands out most is the speed and ease of implementation we’ve been able to achieve with Shopify. From checkout customisations to large-scale metafield management across geographies, the platform allows us to build and deploy advanced features rapidly and reliably. Compared to our experience working on other platforms, Shopify has drastically reduced the time, effort, and cost it takes to deliver impactful solutions for Mulmul’s customers. This partnership allows us to focus more on innovation and less on maintenance.
The results: Global expansion and streamlined operations at scale
Mulmul’s shift to Shopify has delivered transformational results across every core pillar of their ecommerce strategy: performance, innovation, international expansion, and customer retention.
The brand has seen a 10x increase in online revenue, compared to when they were using Adobe Commerce. Shopify’s checkout extensibility features have reduced the time taken to complete a purchase by over 30% and site speed has improved by 50%. These changes have contributed to greater order volumes and an enhanced checkout experience. Mulmul has experienced a dramatic rise in repeat purchases, with the return customer rate climbing from 27% to 56%.
International sales now account for 20% of Mulmul’s total revenue, powered by their five dedicated expansion stores. Previously, launching a site in a new market could take over a month, now it’s possible in just a few days. The flexibility of the Shopify platform has allowed Mulmul to integrate localised payment gateways, adjust pricing, and launch regional content with ease.
Operational efficiency has also improved dramatically since Mulmul switched to Shopify. They’ve scaled from a few hundred SKUs to over 7,000 products, all the while maintaining performance and back-end manageability. Custom features, like gift automation, loyalty redemptions, and order tagging, are now handled without the need for additional developer resources. Mulmul’s technical implementation costs have dropped from 6% of their total revenue to just 2%, thanks to Shopify’s managed infrastructure and out-of-the-box capabilities.
With Shopify as our growth partner, we now have the freedom to focus our attention on scaling the business, whether that’s entering new regions, expanding product lines, or optimising the customer journey. Our operational costs are lower, our customer experience is better, and we’re equipped to innovate at a pace we couldn’t have imagined before. Shopify has helped us to grow efficiently, while maintaining the quality and uniqueness that defines the Mulmul brand.
