How Mulmul Increased Online Sales Tenfold and Entered the Global Market Thanks to Shopify
In recent years, the Mulmul brand has achieved remarkable results: in a short time, online sales grew tenfold, and international sales reached one-fifth of the company’s revenue. What helped the Indian women’s apparel manufacturer not only move beyond the local market but also firmly establish itself in the U.S., the U.K., and across Asia? A sound technology strategy and a deliberate choice of an ecommerce platform that enables business scaling and enhances the customer experience came to the fore.
Portrait of Mulmul and the Drive for Growth
Mulmul emerged in 2018 as a modern Indian brand focused on women’s clothing and lifestyle products. Founder Harsh Hari Modi bet on a digital-first presence from the outset, with the brand’s hallmark being the use of premium cotton fabrics and the reimagining of ethnic motifs through a contemporary aesthetic.
Rapid growth within India, the development of offline and online channels, and the ambition to become a recognizable brand abroad—all of these goals required a technological foundation that would provide flexibility and agility. Mulmul set out not only to expand its product line but also to enter the markets of North America, Europe, and Asia, using digital channels as the main growth driver for expansion.
Results of the Move to Shopify
A pivotal shift in Mulmul’s strategy came in 2019 after migrating to the Shopify platform. According to the brand’s internal data, during the period using Shopify, online sales increased tenfold, and international markets began generating 20% of revenue.
Technology-related costs dropped from 6% to 2% of income, made possible by reducing the need for constant code and infrastructure tweaks. Equally impressive is the increase in the repeat purchase rate: it rose from 27% to 56%, indicating strong customer satisfaction.
Especially important is the faster rollout of new stores abroad: whereas launching each website used to take months, now the process takes just a few days.
Challenges with Adobe Commerce: What Hindered Scaling
Before moving to Shopify, Mulmul operated on Adobe Commerce (formerly Magento). Although common among mid-sized and large retailers, this solution proved ineffective for Mulmul’s needs. The company faced a number of serious constraints:
- The website’s speed repeatedly declined as the number of products and images grew;
- Implementing even simple features or changes required weeks of specialist work;
- There was no integration with ERP systems, forcing the team to update inventory manually and synchronize online and offline sales.
The platform did not allow for the rapid launch of stores in new countries, work with local currencies and payment systems, or quickly adapt marketing activities for different markets. All of this hindered expansion and increased spending on IT infrastructure development.
Choosing Shopify: New Horizons for Mulmul
When it came time to change platforms, the team chose Shopify for its flexibility, reliability, and straightforward scalability. Together with technology partner Mojito Labs, the company executed a fast and seamless migration to Shopify Plus.
The result was eliminating constant reliance on developers, faster website customization, automation of core business operations, and reduced maintenance costs. The new capabilities allowed Mulmul to focus on business strategy rather than technical constraints.
Shopify Tools Driving Scalability
Within the Shopify ecosystem, Mulmul deployed a range of tools for automation and a more personalized customer experience. Shopify Flow—a tool for building automated workflows—helped the brand set up VIP-customer tagging, bonus point accrual, and automated email campaigns triggered by events (for example, adding items to a wishlist).
Shopify Forms enables the collection of data on returns and inquiries without involving external contractors, simplifying customer communication and lowering technical integration costs. Checkout Extensibility is a set of features for customizing the purchase and returns process, which is especially important when operating in international markets.
To manage a vast catalog (over 7,000 SKUs), the brand uses metafields—extended product fields that can store information about fabric, care, and sources of inspiration. The Retafy and Matrixify apps make it possible to manage loyalty programs and bulk-update product data, which is particularly relevant amid rapid assortment growth.
The Mother’s Day campaign became a showcase of successful automation: orders from the special collection automatically received a tag, enabling the warehouse team to process and ship them promptly with personalized packaging.
Automation and Its Impact on the Customer Experience
The move to Shopify significantly sped up the site and reduced checkout time by more than a third. Implementing personalization and localization—support for various currencies, languages, and payment methods—enabled Mulmul to serve customers in different countries without additional infrastructure costs.
Scaling the product range to several thousand SKUs became possible without loss of control or a rise in errors. For the team, this meant reducing the amount of manual work, automating routine tasks, and being able to focus on product development.
What the Industry Can Learn from Mulmul
Mulmul’s story is a vivid illustration for other brands in fashion and ecommerce. The Indian market is growing rapidly, and digital transformation is becoming the foundation for entering international markets. Automation, customization, and leveraging big data are becoming the norm for companies seeking globalization.
Today, a brand’s success is inseparable from the flexibility of its infrastructure and the ability to rapidly implement innovations while adapting to the requirements of different countries.
The same principles can be applied to other sectors, including iGaming, where technology and adaptability play a crucial role. Like Mulmul, players in this industry are actively embracing innovation, automating processes, and personalizing the user experience. Many platforms aim not only to attract new users but also to retain them through unique offerings and continually refreshed content. In India, the game Aviatrix has recently surged in popularity—an example of an innovative approach in gaming that employs instant-result mechanics and dynamic rounds. You can learn more about the game, its features, and available platforms at www.aviatrix.com.in
Mulmul’s experience shows that in any industry, success is driven by flexibility, technological readiness, and the ability to adapt quickly to change. For businesses—whether in fashion or iGaming—the future belongs to those who bet on innovation and digital evolution.
New Opportunities for Mulmul
Which markets will be next for Mulmul, and which digital solutions will help the brand grow further? The team is already preparing to expand the assortment, enhance personalization, and implement new tools for customer analytics and engagement.
Mulmul’s example confirms that a well-chosen technology stack can radically change a company’s growth trajectory, and for those open to innovation, the only limit to growth is ambition.