In a world of filters, cosmetic surgery and body image issues, Studd Muffyn’s latest campaign of turning homemakers into models is winning the Internet. The reason it became an instant hit - Studd Muffyn sarees are celebrating real women who are coming alive in the traditional Indian garment.
“I lost mum when I was 16, but I’m very close to my maternal and paternal families. The idea was to give the experience of a photo shoot to my Himachali mami and bhabhis who have only been confined to the kitchen. Traditional Indian families can be reserved and what was endearing was how first-timers faced the camera for an epic photo shoot,” shares Paras Tomar - CEO & Founder of Studd Muffyn.
While we are used to seeing models and actresses wear sarees all the time for brands, Studd Muffyn’s initiative comes with the idea of seeing what women will look like wearing these everyday collections that are gorgeous and functional.
“My mamiji was a mix of nervous energy and excitement. She kept saying people will wonder why she is modelling at her age but she was thrilled with the outcome and has been loving the accolades,” Tomar added.
On the business front, Studd Muffyn, founded in 2020 by Ankur Bhati & Paras Tomar forayed into crystals after initially being a wellness brand. Sarees as an addition was part of the brand’s “India First” strategy. “We added India with our brand name on every product, proudly displaying our core Indian identity to the world as we start shipping to the American market on Amazon.com,” explains Ankur Bhati, CFO of Studd Muffyn. “We are expected to add a 50-crore annual revenue to the brand with apparel this year, as the Indian consumer is beginning to appreciate Indian fabrics over western brands in recent years,” he adds.
The company has avoided using models and influencers to market its products. “My business idea was to always use real people, real customers sharing their stories. We didn’t want to replicate the same strategy that every brand was using. And shooting with my own family and the ladies of the house has definitely been a great way to pay homage to Mum,” Paras adds emotionally.
Studd Muffyn already enjoys the distinction of being India’s number one crystal website and sarees are a great addition to crystal jewellery that the brand launched in 2023.
With real homemakers in its corner, the brand is sure to make heads turn!