Co-founder Piyush Mohnani shares how Asuka has built a distinctive space in menswear, its expansion journey, and future strategy for scaling up across India and global markets
Asuka has carved out a strong space in the market in a relatively short time. What do you see as the key milestones and decisions that have defined the brand’s growth journey so far?
One of the earliest milestones for Asuka was in 2022, when we received an order from Tasva to manufacture for them. Working with such a premium brand gave us the confidence to launch our own label, since we were already creating products that met their quality standards.
We identified Hyderabad as our starting point because, while we were wholesaling pan-India, we noticed a clear gap in the local market—there was strong demand but very few suppliers. That first-mover advantage worked in our favour, and our Hyderabad store was met with an excellent response, particularly for our product quality, pricing, and design sensibility.
Building on that momentum, we opened a prime store in Santacruz, Mumbai, which became our second outlet and gave us the push to expand further. Our third milestone was Ahmedabad. Many Gujarati clients from Mumbai encouraged us to open there, citing the lack of premium menswear options in the city. Their feedback gave us the conviction to establish our presence in Ahmedabad, solidifying our growth trajectory.
Each of these strategic decisions—Hyderabad, Mumbai, and Ahmedabad—has helped Asuka carve out its space in a short span of time.
Could you walk us through Asuka’s current product portfolio, and how it positions the brand within the competitive landscape in terms of market share and consumer appeal?
Asuka’s portfolio is designed to balance both ethnic and western menswear, giving us a distinctive edge. On the ethnic side, we offer groomswear like sherwanis and achkans, Indo-Western ensembles, and bandhgalas. For smaller functions, we provide versatile options such as bandi sets, kurtas, patanis, and our latest innovation—the Carnival Jacket, a bomber-style jacket paired with kurtas and trousers for a contemporary twist.
On the western front, we offer formal suits crafted in collaboration with labels like Zegna and Cavallaro, along with standout casualwear such as printed silk shirts, embroidered linen shirts, knit kurta sets, trucker jackets, and vacation-ready co-ord sets.
What sets us apart is that we don’t just cater to weddings—we dress men for the entire journey, from pre-wedding parties to honeymoons and vacations. This breadth makes Asuka a one-stop destination for modern menswear that blends tradition with contemporary flair.
What kind of revenue growth has Asuka witnessed over the past year, and what are the main categories or segments driving this momentum?
Asuka has seen exponential revenue growth, reflected in our rapid expansion to three stores in three years. The ethnic wear segment remains our strongest driver, especially our silk and linen shirts, which have received an outstanding response. These categories have fuelled consistent growth and reinforced our positioning as a destination for contemporary yet culturally rooted menswear.
As you look ahead, what markets or categories are you planning to expand into, and how will these moves help Asuka strengthen its presence in both domestic and international markets?
Our focus is on both geographic and category expansion. Internationally, we are already present in multi-designer stores such as Karegar in Melbourne, Vessimi in Dubai, BB London and Estie Couture in London, and b Anu and Studio E6 in the U.S. These partnerships are invaluable because they balance our business cycles—when it’s off-season in India, international markets remain active.
Category-wise, we see strong potential in creating complete, simplified groomwear sets. We are also expanding our hand-painted jackets, blazers, and shirts, which have been very well received. These moves will allow us to cater to evolving consumer needs globally while strengthening our domestic foothold.
What is Asuka’s long-term strategy for scaling up—whether in terms of innovation, distribution, or partnerships—and how do you plan to sustain competitiveness in a fast-evolving market?
Our long-term strategy rests on thoughtful expansion, innovation, and strong partnerships. Having established three company-owned stores, we are now moving towards a franchise model, seeking experienced investors to expand into Tier 2 cities such as Indore, Lucknow, Bangalore, Surat, and Ludhiana.
Distribution remains a key focus—we have our exclusive website and stores, and are also available on multi-designer platforms like Pernia’s Pop-Up Shop, Aza, Aashni & Co., and Ogaan.
On innovation, we are exploring smaller, category-focused stores that provide curated retail experiences for specific segments like ethnic menswear. This mix of partnerships, diversified distribution, and innovation will help us stay competitive in a rapidly evolving market.
