When we think of kidswear, most of us imagine playful prints, bright colors, and tiny outfits that children quickly outgrow. What we don’t usually picture is the mountain of waste this creates. In India alone, the children’s apparel market is valued at more than ₹1.6 trillion and continues to grow but with growth comes responsibility. Every discarded garment adds to a fashion industry already under scrutiny for its waste-heavy practices.
This is where Mulyo Kids, founded in 2023 by siblings Shambhavi Jaiswal and Shivay Jaiswal, steps in with a mission: to make kidswear that is stylish, functional, and deeply sustainable. Their brand blends India’s artisanal traditions with Japanese-inspired comfort, proving that children’s fashion can be aspirational and eco-conscious at the same time.
The Founders Behind the Brand
Shambhavi Jaiswal, a fashion industry professional, saw firsthand the inefficiencies of fast fashion. A period of post-COVID recovery gave her time to reflect on her values, drawing inspiration from her grandparents’ simple, waste-free lifestyle. But her real turning point came after a long recovery from illness. With time to pause and reflect, she found herself asking deeper questions: “What do I really want to build? What kind of impact do I want to leave?”
Her mind wandered back to childhood memories at her grandparents’ home, where sustainability wasn’t a buzzword, it was simply a way of life. Old bottles became lamps, clothes were repurposed, and nothing ever went to waste. Those values, deeply ingrained, shaped the foundation of Mulyo Kids.
Originally set on launching a women’s wear label, Shambhavi’s research revealed a surprising blind spot on kidswear that contributes disproportionately to textile waste because children outgrow clothes so quickly. That insight changed everything.
Her sibling and co-founder, Shivay Jaiswal, brought a complementary skill set in finance and business management. While Shambhavi dreamed in fabrics, embroidery, and silhouettes, Shivay mapped out cost structures, systems, and scalability. Their synergy became clear: one would lead the creative vision, while the other built the backbone to make it sustainable as a business.
“We don’t just want to exist because we’re ‘sustainable.’ We want Mulyo to compete with mainstream brands in quality and efficiency while staying true to our values,” says Shivay.
Names carry stories, and for Mulyo, the name itself reflects its philosophy. Rooted in the Indian word Mulya (value) and inspired by the Japanese word Muryō (free of cost), it symbolizes values that are priceless yet universal. For the founders, it also carries a personal memory of their father’s lesson:
“True value can never be bought…it is free of cost, yet priceless to those who recognize it.”
What Makes Mulyo Kids Different?
Mulyo Kids sets itself apart by addressing two problems at once, the waste-heavy cycles of kidswear and the lack of aspirational yet responsible clothing options for children in India.
Here’s what makes them stand out:
- Sustainable Materials – experimenting with innovative fabrics like coconut husk-based textiles and textile waste blends.
- Safe & Eco-Friendly Processes – using vegetable dyes and AZO-free coloring, safe for children’s skin and better for the planet.
- Child-Friendly Designs – silhouettes inspired by Japanese minimalism: easy to wear, comfortable, and durable.
- Diverse Range – from affordable everyday wear to premium ethnic collections that highlight artisanal embroidery.
- Tech Innovation – AI-powered tools (coming soon) will allow parents to virtually try outfits on their children before purchasing.
This balance of sustainability, functionality, and innovation ensures that Mulyo Kids doesn’t just rely on the “eco-friendly” tag but competes on quality, comfort, and storytelling.
Beyond clothes, the startup is deeply invested in social impact. Mulyo Kids collaborates with Sewa Bharti, Noida, to train women from economically weaker backgrounds in specialized embroidery. These women are not only trained but also fairly compensated for their contributions. For them, it means financial independence and dignity. For Mulyo, it means every garment carries the story of empowerment, culture, and care.
This approach strengthens artisanal traditions, preserves heritage, and embeds ethical production into the brand’s DNA.
Despite being new, Mulyo Kids was recognized among India’s top 8 women-led startups under the Make in India initiative, a distinction that placed it alongside well-known names like Vineeta Singh and Ghazal Alagh. Industry media and sustainability-focused platforms have also highlighted its commitment to rethinking fashion for the better.
Looking ahead, the brand is working on scaling innovative biomaterials like coconut husk textiles, while also integrating AI-powered shopping tools to make sustainable fashion more accessible and interactive for parents. Alongside this, it aims to strengthen its presence in India and expand into global markets, starting with the UAE.
The Bigger Picture: Shifting Industry Trends
Globally, kidswear is becoming one of the fastest-growing apparel segments. Parents are increasingly conscious of what their children wear, not only in terms of safety and comfort but also values. Sustainable, toxin-free, and heritage-driven fashion is no longer niche; it’s becoming mainstream.
In India, this shift is even more pronounced as millennial parents drive the demand for mindful consumption. Mulyo Kids ethos — sustainability, minimalism, and craftsmanship aligns perfectly with these evolving consumer values.
Over the next five years, as technology integrates more deeply into retail, brands like Mulyo Kids that combine eco-consciousness with innovation are well positioned to lead the way.
In a world where fast fashion often drowns out lasting value, Mulyo Kids is proving that conscious choices can be aspirational, scalable, and deeply impactful.
For parents considering sustainable fashion, Shambhavi offers a simple but powerful reminder:
“You’re already doing something amazing by caring about your child’s choices. Sustainable fashion doesn’t have to be complicated, it can be playful, stylish, and full of stories. Every small step matters.”
