About Mirraw Online Services

Revolutionize The Ecommerce Industry With Us

Mirraw is the only brand that is quintessentially Indian, bringing the roots and soul of India to the world.
We are India’s largest and fastest-growing indian wear retailer, with a rapidly growing business reaching out to over 5M customers with 300% YOY growth.

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Our Story

In the last 9 years with over 5 lac listed products with more than 10 thousand designers and 5 million and counting customers worldwide, our mission is to bring the world’s best ethnic designs to your doorstep. whether it’s wedding ceremony or any festival, whether you like traditional or western wears, Mirraw brings handpicked designs in ethnic jewellery, apparels, accessories & more. We are based out at Fort, Mumbai.

Founded by Shailesh Jain & Anup Nair in 2011, our products make our customers look incredible. With a great fan following in India, US & Europe, Mirraw is focused on ethnic wear and has plans to dominate this space in the coming years.

The entrepreneurial bug + the promise that India holds led both eventually start Mirraw.com

Vision

Mirraw aspires to be the largest and most trusted brand to deliver Indian ethnic experience to the world

We will achieve this by ensuring diverse range of quality products at fair prices, excellence in customer service & aggressive growth through committed and capable people

Our 9 Principles

Ownership

Company of owners, the buck stops here.

Customer First

Starting with customer & working backwards.

Hunger & Hustle

Appetite for what’s next? Set Standards that challenge you. Stay committed through tough times.

Being Honest

Speak candidly & Do the right things.

Frugality

Doing more with less. Invest in things that matter to customers.

Dive Deep

Stay connected with details. Execution & Follow through as important as strategy & delegation.

Make people win

Empower your team. Coach them seriously. Recruit bar raisers.

Social Intelligence

Be empathetic. Listen Intently. Trust Others. Build Strong relationships.

Keep Promises

Be Reliable. Do what you say. Deliver results

Who we are Our Consumer Brand Positioning & Identity

Who we are

Mirraw began its story in 2011 with Shailesh and Anup returning to India to set up their own entrepreneurship dream- an online venture where they were technical and passionate about growth. With that they envisaged creating a large marketplace platform that enabled creators of the world to come online and sell their products. Identifying a distinct gap in the market- where unique designs sold by creative small and mid scale designers and manufacturers. Focusing down on the Indian apparel and accessories market- they found a niche where the highly fragmented and unorganised sector got a space to display and sell their products to the world. Started off as an online ethnic jewelry brand, Mirraw grew its portfolio to include other categories such as Sarees, Lehenngas, Salwar Kameezes and other apparels and later into home furnishing as well. Operating in a highly competitive market, where 4-5 brands dominate worldwide, Mirraw’s focus today is on differentiating its experience to its consumers and also ensuring the best of quality from its vendors.

Our Consumer

The quintessentially Indian woman. Living abroad but deeply connected to India and everything that is Indian. She is highly inﬂuenced by Bollywood and keeps a track of the latest fashions through the internet and movies. She is modern in her outlook but Indian at heart. In her mind, India is a glorious colourful memory that she wants to keep alive- through customs, values and celebrations.

She spends hours shopping and regularly visits online stores to see the latest fashions on display. Shopping for her is a way to pass her time and also to stay connected to the country that she romanticizes about.

She is highly conscious of what how she dresses- clothes and accessories play a great role in helping her deﬁne her status in society. She is social and has a large group of friends both online and ofﬂine. Wearing the right clothes, latest styles, best of accessories is very important to her.

Brand Positioning & Identity

come, relive india

All of Mirraw’s communication is endorsed and grounded by the sign-off “come, relive india’. This sign off relects the core values and essence of the Mirraw brand as we bring back the deep connection that our consumers have with the country. It instantly connects people across the world to the great Indian story and helps them feel that they are a part of it. There’s a little bit of India in all of us. Which is why, our consumers will keep coming back to stay connected.

The India of her dreams. The India of her imagination. The glorious, colourful and soulful country that is unparallelled in its appeal. The connection to India is deep and profound. For Indians who’ve lived here and even for those who’ve not. Connecting people back to their roots. To the India of their dreams and to the millions of stories that live in the fabric of our society.

Relive India- is an ode to all the people who want to live India in their soul. Experience the magic and mystique of this glorious nation and be a part of the quintessential Indian experience

Brand Story Our Consumer Brand Positioning & Identity Brand Values, Essence and Personality

Brand Story

Our Consumer

Brand Positioning & Identity

come, relive india

Relive India- is an ode to all the people who want to live India in their soul. Experience the magic and mystique of this glorious nation and be a part of the quintessential Indian experience

Brand Values, Essence and Personality

Root Strength
The widest range of Indian products brought to you from every corner of India

Competitive Environment
A number of brands in the online market-place which are providing Indian ethnic wear across the world (Voonik, Craftsvilla, Utsav, Jaypore, Meena Bazaar among others)

Consumer Insight
Wants to relive and experience India

Values
Grand, Traditional, Old Vintage, Aspirational

Discriminator
Only brand that is quintessentially Indian and bringing the roots and soul of India to the world.

Beneﬁts
Functional- Value for money, easy access and experience
Emotional- Makes me feel proud that I am reliving my connection with India

Reason to Believe
Wide range of Indian products and lots more that will be introduced continuously