Mulmul is an Indian womenswear and lifestyle brand founded in 2018 by Harsh Hari Modi. Originally launched as a digital-first label specialising in premium cotton textiles, Mulmul has since expanded its offering across clothing, accessories, jewellery and footwear. With 20+ stores across India and a presence in five international markets, the brand has grown into a full-fledged omni-channel business.
As Mulmul scaled its footprint across India and beyond, one hurdle began to slow its momentum: payments.
That’s where Razorpay stepped in; stitching together a seamless, unified payment experience across online and offline channels.
The Challenge: Friction in the Flow
- Online: Customers, especially those shopping for high-value festive wear, often faced failed card transactions and slow, repetitive checkouts. Abandoned carts became a recurring pain point.
- Offline: At retail stores, outdated POS systems meant long queues and frustrated customers.
- Back-end: Fragmented systems made reconciliation tedious and insights harder to track.
For a brand that thrives on effortless elegance, these hurdles clashed with the Mulmul promise.
Crafting Confidence With Razorpay
Mulmul turned to Razorpay’s end-to-end payment suite: Cards, POS, and a dashboard to stitch together a unified experience across every touchpoint:
- With Razorpay’s Cards stack, Mulmul saw smoother success rates and reduced drop-offs. Features like Native OTP, CVV-less payments, and OTP Assist transformed checkout into a quick, reliable process.
One striking example? An international bride-to-be completed her high-value trousseau purchase in one go, a transaction that might have failed multiple times before Razorpay.
- In Mulmul’s retail stores, queues at billing counters once dampened the shopping experience. With Razorpay POS, payments are now quick, flexible, and seamless — whether through cards, UPI, or wallets.
- But the bigger win? Unified data. Online and offline payments now sync into one Razorpay dashboard, offering Mulmul a single source of truth. With real-time insights, the team can make smarter decisions on inventory, campaigns, and offers.
Together, these improvements have not only boosted sales but also strengthened Mulmul’s promise of effortless shopping.
Scaling Elegance, Powered by Razorpay
As Mulmul expands its footprint across India and global markets, Razorpay will remain at the heart of its payments ecosystem, enabling not just transactions, but trust, predictability, and growth.
