Brand Information
1. About the Brand/Design Philosophy:
Asuka Couture is a distinguished menswear brand under Tessile Clothing Pvt Limited, seamlessly fusing Indian tradition with contemporary style. The brand embodies innovation and market insight, offering timeless designs that are both rich and contemporary. Asuka Couture is committed to using the finest materials and advanced manufacturing techniques to create garments that reflect both heritage and modernity. Every piece is meticulously crafted, reflecting the brand’s dedication to quality and artistic expression.
2. Founding Year and Journey:
Asuka Couture was founded in 2022 by the Mohnani brothers—Gaurav, Piyush, Varun, Priyansh, and Aryan—each bringing their unique expertise and passion to the brand. The brand’s journey began in Banjara Hills, Hyderabad, where their first flagship store was launched. Building on their deep-rooted experience in the garment industry through Tessile Clothing Pvt Limited, the brand quickly expanded, opening additional stores in Mumbai and Ahmedabad. Asuka Couture’s success is a testament to its ability to harmonize tradition with contemporary style, making it a leader in the menswear market. The brand is especially known for its intricate embroidery and high-quality craftsmanship.
3. Key Areas of Specialization (USP):
- Ethnic Menswear: Specializing in intricately designed sherwanis, kurtas, and other traditional attire that blend classic Indian elements with modern trends.
- Western Wear: Offering a wide range of contemporary suits, jackets, and shirts that cater to the modern man’s wardrobe.
- Customization: Providing bespoke tailoring services that ensure a perfect fit and a unique design experience, tailored to the customer’s specific needs.
- Premium Fabrics: Sourcing high-quality materials from renowned textile regions such as Banaras, Turkey, and Italy, ensuring that every garment is not only stylish but also of the highest quality.
- Embroidery and Quality: Asuka Couture is renowned for its exceptional embroidery work and commitment to the highest quality standards in every piece.
- Manufacturing Excellence: Leveraging Tessile Clothing’s advanced manufacturing capabilities, Asuka Couture operates with cutting-edge German and Japanese machinery, ensuring that the brand maintains its high standards while meeting growing demand.
4. Brand’s Mission Statement, Target Audience, and Key Messaging Points:
- Mission Statement: “Grace the world with the fragrance of tomorrow.”
- Target Audience: Asuka Couture caters to discerning men who value both tradition and contemporary style, particularly those preparing for weddings, formal events, and special occasions. The brand’s offerings are perfect for those seeking wedding wear, casual wear, and professional attire.
- Key Messaging Points: Asuka Couture stands at the intersection of tradition and modernity, offering garments that embody elegance, sophistication, and timeless beauty.
5. Specific Characteristics or Preferences of the Target Group:
The Asuka Couture customer values high-quality craftsmanship, seeks garments that combine comfort with style, and appreciates both classic designs and contemporary fashion trends. They are often professionals, grooms, and fashion-forward individuals who do not compromise on quality.
6. List of Retail Locations
MBOS
Offline:
- Aashni & Co, Kalaghodha, Mumbai
- Rah Hyderabad
- Almari Hyderabad
- Aza
- Aura Raipur
- Estie Couture, Staines UK
- Vesimi Dubai
- Studio Luxe, Bangalore
- Dapper
- Armadio
- Sasya
- Pernia’s Popup – Pan India
- Karegar
- Curato Mumbai
Online:
- Aza
- Pernias
- Ajio Luxe
- Ogaan
- Myntra Luxe
- Auraya Fashion
- Aashni and Co.
- Mirraw Luxe
- Estie Couture
- Indya
- The Mahal Fashion
What are the brand’s product categories, and how is each segment priced?
Asuka Couture operates across multiple menswear categories:
- Ethnic Wear (Sherwanis, Bandhgalas, Kurtas) – Starting at INR 40,000
- Western Wear (Blazers, Suits, Tuxedos) – Starting at INR 50,000
- Casual Luxury Wear (Jackets, Shirts, Trousers) – Starting at INR 10,000
- Bespoke Services – Custom pricing based on design intricacy
Profile of Spokesperson/Founder: The Mohnani Brothers
The driving force behind Asuka Couture is the collective vision of the Mohnani brothers—Gaurav, Piyush, Varun, Priyansh, and Aryan. Each brother brings a unique set of skills and expertise to the brand, contributing to its success and growth in the fashion industry:
- Gaurav Mohnani serves as the Head Designer, leading the creative direction of the brand. His keen eye for detail and innovative approach to design ensure that every piece reflects the brand’s commitment to excellence.
- Piyush Mohnani handles Marketing, combining his deep understanding of fashion with strategic thinking to position Asuka Couture as a leader in the menswear market. His educational background and hands-on experience in fashion management and pattern making are pivotal in shaping the brand’s identity.
- Varun Mohnani works alongside Piyush in Marketing, focusing on expanding the brand’s reach and creating impactful campaigns that resonate with the target audience.
- Priyansh Mohnani is the Production Head, overseeing the entire production process. His role ensures that the garments are produced to the highest standards, maintaining the quality that Asuka Couture is known for.
- Aryan Mohnani is the Operations Head, responsible for the smooth functioning of all business operations, both in-store and online. Aryan plays a crucial role in managing Asuka Couture’s online presence, ensuring a seamless customer experience across all digital platforms. His leadership in both physical operations and e-commerce has been instrumental in driving the brand’s growth and expanding its reach.
Focus on Piyush Mohnani
Educational Qualifications:
Piyush Mohnani holds a Bachelor’s degree in Management Studies from Jai Hind College, Mumbai, and a Master’s degree in Fashion Management from NIFT Delhi. Further refining his skills, he completed Saville Row’s Pattern Making course in London, which has profoundly influenced his approach to fashion design and craftsmanship.
Personal Anecdotes or Experiences:
Piyush’s journey into fashion was deeply influenced by his family’s involvement in the textile industry. From a young age, he was exposed to the vibrant world of fabrics and design, which sparked his interest in fashion. His formal education, combined with practical experience, led to the creation of Asuka Couture—a brand that beautifully blends traditional craftsmanship with contemporary aesthetics.
Past Work Experiences:
His expertise in pattern making and garment construction has been instrumental in establishing Asuka Couture as a brand known for its meticulous craftsmanship and innovative designs.
Vision for the Brand:
Piyush envisions Asuka Couture as a brand that not only offers high-quality menswear but also sets new trends in the fashion industry. His goal is to expand the brand’s presence globally, introducing the richness of Indian craftsmanship to an international audience.
Carving a Niche in the Fashion Space:
Asuka Couture, under Piyush’s leadership, has successfully carved a niche by offering a unique blend of traditional and modern designs. The brand fills a gap in the market for premium, customizable menswear that reflects both heritage and contemporary style.
Notable Collaborations and Recognition:
Through Piyush’s strategic vision, Asuka Couture has collaborated with several high-profile celebrities and influencers, earning recognition from industry experts for its innovative designs and exceptional craftsmanship.
Questions for Profiling
- What piqued your interest in design and fashion?
Piyush’s fascination with design and fashion was ignited by his early exposure to the textile industry, coupled with formal education and hands-on experience. - Can you tell us a little bit about your design hobbies? Any design interests you have?
Piyush enjoys sketching and experimenting with different fabrics. His design interests include exploring the intersection of tradition and modernity, often drawing inspiration from nature and architecture. - How do you refuel your artistic energies outside of work?
Piyush finds inspiration in travel and cultural exploration, which helps him bring fresh ideas and perspectives to his designs. - Any instances from childhood that have impacted your design sensibilities?
Growing up in a family involved in the textile business, Piyush’s early experiences of watching artisans at work deeply influenced his design sensibilities. - What does a regular day look like in the life of the founder of Asuka?
A typical day involves overseeing operations, meeting with designers, and ensuring that every garment meets the brand’s high standards. Piyush also spends time researching trends to keep Asuka Couture ahead in the fashion industry. - How is the brand changing the fashion industry, and how does Asuka keep up with the latest trends in the industry?
Asuka Couture is changing the industry by seamlessly blending traditional craftsmanship with modern design. The brand stays on top of trends through constant innovation and a deep understanding of customer preferences. - Please elaborate on Asuka’s business model.
Asuka Couture operates through both retail stores and online platforms, offering a range of ready-to-wear and customized garments. The brand emphasizes quality and personalization, ensuring that every piece meets the customer’s unique needs.
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Additional Information
- Past Coverage Docket:
- Available upon request.
- Details of Current and Upcoming Collection:
- Rajgharana: Ethnic wear collection.
- Primavera Collection: Casual western wear.
- The Noble Pursuits: Formal suits and tuxedos.
- Sins of Stardust: Tuxedo’s
- Celebrities/Influencers Spotted Wearing Asuka:
Since its inception, Asuka Couture has been worn by celebrities such as Akshay Kumar, Fardeen Khan, Tiger Shroff, Prateik Babbar, Guru Randhava, Dulquer Salmaan, Manoj Bajpayee, Aditya Seal, Rajkumar Rao, Taaha Shah, Atlee, Abhishek Bachchan, Amitabh Bachchan, Neil Nitin Mukesh, Harbhajan Singh, Govinda and Yashvardhan, Randeep Hooda, Sanjay Kapoor, Vijay Deverakonda, Shiv Thakare, among others.
