OUR CLOTHES ARE BOLD, FRESH AND CELEBRATE WOMEN: MITALI, SAMIR SOOD ON THEIR BRAND MISASO - The Daily Guardian
Connect with us

Lifestyle & Entertainment

OUR CLOTHES ARE BOLD, FRESH AND CELEBRATE WOMEN: MITALI, SAMIR SOOD ON THEIR BRAND MISASO

Couple-preneurs Mitali Jaggi Sood and Samir Sood join The Daily Guardian for a candid chat about their brand MISASO and their take on maternity wear

Noor Anand Chawla

Published

on

Modern women are keen to look their best at all times. MISASO, a sustainable maternity clothing brand launched this year, helps them do it throughout their pregnancy, the post-partum period and beyond. Founder couple-preneurs Mitali Jaggi Sood and Samir Sood join The Daily Guardian for a candid chat about their brand and its vision. Excerpts from the interview: Excerpts from the interview:

Q: Hello and congratulations on the launch of your business. Why did you decide to create a maternity wear brand?

Mitali Jaggi Sood (MJS): We both always wanted to start our own ventures. Once we had a eureka moment while exploring a local mall. We surveyed Delhi-based malls and markets, spoke with several moms and also did the usual business analysis including market sizing, competitors’ outlook, etc. The maternity wear market is valued at over Rs 2,000 crore and the segment is growing at around 15-17 percent year-on-year. In fact, a number of start-ups have entered the space and even international maternity brands are breaking in to India. However, we found that many brands were still offering ill-fitting, loose dresses and frumpy gowns for expecting women. We wanted to launch a brand that would address the changing mind-set of Indian women as well as their pain points. Many moms shared that they sought maternity clothes which are wearable after delivery and wanted to mimic western maternity styles. We observed a strong motivation for women to embrace their maternity curves and not hide behind tent-like garments.

Q: What is the story of the name? Who came up with it?

Samir Sood (SS): The name MISASO stands for the pillars of our brand: MI – Made in India. Our products are proudly and ethically made in India. We’re Indian inside out, from organic cotton sourced from the south to our team all over India.

SA – Sustainable Alternative. Most maternity clothes are eventually discarded but at MISASO, we make styles that you will wear over and over again. Every single MISASO style is wearable during pregnancy, nursing and much after delivery. If a style doesn’t work for these three key stages of a women’s life then we will simply not manufacture it.

SO – Sourced Organically. 90 percent of our products are made from fabrics that are natural such as cotton or GOTS certified organic cotton which doesn’t involve pesticides. Safe, non-toxic fabrics are better for you, baby and the environment. Coincidently MISASO is also an amalgamation of Mitali and Samir Sood. It was serendipity that our brand philosophy and our names merged so beautifully.

Q: What sets you apart from your competitors?

MJS: We are unlike any maternity brand in India, both in terms of products offered and how we brand ourselves. We manufacture products which are only made from natural and organic fabrics. Unlike other organic brands we don’t charge a premium because we know expectant mothers have a variety of financial priorities and purchasing quality clothing should never cost a bomb. Our organic cotton clothes range from Rs. 1499 to Rs. 2799. We’re able to offer such pricing by procuring excess organic fabrics from vendors directly. So once sold out, you may not see the same prints again!

SS: Additionally, our styles are a dramatic shift from the usual loose, tent-like maternity gowns and dresses. Our styles are modern, embrace curves and encourage expectant mothers to express themselves with style. We vehemently oppose the notion that pregnant women should hide behind meters of flowing fabrics, and there’s nothing worse than that fabric being polyester – a fast fashion favourite! Our branding is bold, fresh and celebrates maternity. Indian women deserve to feel and look their best during pregnancy and this messaging echoes across our brand communications.

Q: Apart from maternity wear, do you offer other products to your patrons?

SS: We’ve designed each MISASO style to be wearable during pregnancy, nursing and much after delivery. So in essence, our clothes are wearable by women at any stage of life and at any size. We have consciously designed our garments in a wrap-style to easily adjust to changing bodies. We also refrain from including uncomfortable zips and concealed cut-outs in our garments – these tricks only reduce the wearability of a garment and frankly do not add to the functionality of it. Consumers often pay a premium for such gimmicks.

Q: Tell us about your latest collection? Where does one buy your products?

MJS: MISASO’s latest collection is vibrant and full of eye-catching prints which you won’t find anywhere else! Our 100 percent organic cotton promise is not yet offered by any maternity brand that sells modern dresses and tops. We plan to launch new styles every few months – scaling up our production will happen over a period of time. Our winter collection is set to launch in November and we look forward to seeing more women – expecting mothers as well as women who love their curves – to wear them in the upcoming 2021/22 winter season. MISASO retails exclusively on our website www.misaso.com.

The interviewer pens lifestyle articles for various publications and her blog www.nooranandchawla.com. She can be reached on nooranand@gmail.com.

The Daily Guardian is now on Telegram. Click here to join our channel (@thedailyguardian) and stay updated with the latest headlines.

For the latest news Download The Daily Guardian App.

Lifestyle & Entertainment

SUSHMITA OPENS UP ON SHOOTING ‘AARYA 2’ IN MIDST OF PANDEMIC

Published

on

Created by award-winning director Ram Madhvani, Aarya 2 co-produced by Endemol Shine India and Ram Madhvani Films brings to light Aarya Sareen’s journey from being powerless to fearless.

After emerging as one of the most gripping thrillers from India with an International Emmy nomination for best drama series, Aarya is set to hit the digital scene with Season 2will be available only on Disney+ Hotstar on 10th December 2021.

Ahead of the release of the second season of Aarya, Sushmita Sen has opened up on her experience of shooting for the show in the midst of a pandemic. Sushmita shared, “We’ve become lockdown specialists now! We either release during a lockdown or shoot during it, that’s our new thing! When we completed the shoot for Aarya 2 , on our farewell, we said how blessed we were to be working during the pandemic. There were so many people who had to sit at home, but this is also a nice culmination of teamwork. We had Disney+Hotstar, Ram Madhvani film, the entire crew and the cast together. Everyone just pulled in following the rules and making it possible.”

Continue Reading

Lifestyle & Entertainment

‘ROCKY AUR RANI KI PREM KAHANI’ TO RELEASE IN 2023

Published

on

MUMBAI: Filmmaker Karan Johar’s new directorial ‘Rocky Aur Rani Ki Prem Kahani’ is scheduled to hit theatres on 10 February 2023.

On Monday, Karan took to Instagram and shared the update with his fans. “After 7 long years, it gives me such joy and gratitude to be here and announcing that my next #RockyAurRaniKiPremKahani, a love story at its heart with the soul of family values – is releasing on 10th February, 2023. See you in cinemas with an abundance of entertainment that we are getting ready for you,” he wrote.

The romantic drama features Alia Bhatt, Ranveer Singh, Jaya Bachchan, Dharmendra, and Shabana Azmi. They all are currently in Delhi for the shoot. Along with the release date announcement, Karan uploaded a clip featuring a bunch of behind-the-scenes clips. With the clip, the makers also revealed that the team has completed 50 days of the shoot.

Continue Reading

Lifestyle & Entertainment

BIG B, AJAY, RAKUL’S ‘MAYDAY’ NOW TITLED ‘RUNWAY 34’

Published

on

NEW DELHI: Superstar Ajay Devgn directorial ‘MayDay’ starring Amitabh Bachchan and Rakul Preet Singh in the lead has got a new title — ‘Runway 34’. The makers also revealed the movie’s release date and unveiled the first looks of the cast on Monday.

Apart from donning the director’s hat, Ajay Devgn will also be playing the lead role in the upcoming thriller movie. Taking to his Instagram handle, Ajay shared the first look posters of the actors from the film and captioned the post as “MayDay is now Runway 34. A high-octane thriller inspired by true events that is special to me, for reasons more than one! #Runway34 – Landing on Eid, April 29, 2022 as promised.”

The posters also included special titles introducing the lead actors. 

Continue Reading

Lifestyle & Entertainment

DEEPIKA SPENDS SUNDAY CHILLING TO SANDHU’S ‘BIJLEE BIJLEE’

Published

on

NEW DELHI: Superstar Deepika Padukone is indeed hooked to Punjabi singer-actor Harrdy Sandhu’s latest hit song ‘Bijlee Bijlee’ and her latest post is proof!

Taking to her Instagram handle on Sunday, Deepika uploaded a boomerang video of herself sitting in a car and added a ‘Bijlee Bijlee’ song with it. Apart from Deepika, many Bollywood stars including Vicky Kaushal, Shilpa Shetty and Sara Ali Khan among others have also uploaded their videos on social media, while grooving to the latest Harrdy Sandhu’s party song.

Released by Universal Music India Private Limited on October 30, ‘Bijlee Bijlee’ features Harrdy Sandhu along with Palak Tiwari giving a power-packed performance. This song is composed by Jaani and voiced by singer Harrdy Sandhu.

For the unversed, this isn’t the first time Deepika has shown her love for Punjabi songs; she recently hosted an ask me anything session for fans on her Instagram handle where she revealed she was listening to Diljit Dosanjh’s ‘Lover’ on loop at that time.

Continue Reading

Lifestyle & Entertainment

SHAHID SURPRISES FANS BY SINGING SONGS FROM HIS UPCOMING ‘JERSEY’

Published

on

NEW DELHI: On Saturday, the actor went live on his Instagram to share his joy at the phenomenal reception of the ‘Jersey’ trailer. When one of his fans requested him to sing a song, Shahid decided to surprise his fans by singing the title track of ‘Jersey’. Shahid sang ‘Mehram Tu Hi Hain Mera’. Shahid had more in store for them! He decided to sing another track from the movie. Jersey is slated to release on December 31 in the theatres. 

Continue Reading

Lifestyle & Entertainment

JASS MANAK ENTERTAINS FLIGHT PASSENGERS WITH HIS HIT SONG ‘TENU LEHENGA’

Published

on

MUMBAI: If you find yourself travelling on the same flight as popular singer Jass Manak, then get ready to have fun. A video has been doing the rounds on the internet in which Jass can be seen crooning to his hit song ‘Tenu Lehenga’ along with the passengers on a flight. “4000 ft up in the air 24/7 entertainment …thanku love u guys,” he captioned the clip. Jass’ video has left netizens super impressed. “Awww amazing,” singer Zara Khan commented. “How sweet. Passengers look so happy,” a fan commented. Jass’ song ‘Tenu Lehenga’ was recently recreated in John Abraham’s new film ‘Satyameva Jayate 2’. 

Continue Reading

Trending