Founded in 2016, Mellow Drama is a contemporary clothing label that started with just 2 product lines, and now their collection is loved by celebrities too. Abhishansa Mathur was in conversation with Aaina Mahajan, founder of Mellow Drama to explore the journey of starting her own label.
Where did it all begin for you?
After pursuing a Master’s degree from the London college of Fashion, I worked in an export house for about two to three years. I worked for a lot of brands during this time. Eventually, I decided that I wanted to start something of my own. I realized that there was a gap in the market in terms of the products I am creating. Hence, I made up my mind and launched my brand in August 2016.
Can you tell us something about you?
I am based out of Delhi and I was always interested in Fashion. Besides that, I am very interested in travelling. I also like to engage in creative work and art.
Please share the What, When, & How of starting your brand Mellow Drama?
I was working on a collection and it took me a year to launch my brand. I had done a lot of research and I created very few samples when I started the brand which was just ten t-shirts and ten sweatshirts. Also, I had just 20 people when I began but fortunately, I got good responses. Gradually, I also went for other product lines and now, we have a good collection of pants, trousers, shirts, jackets and much more.
Can you walk us through your journey so far?
The journey has been great. Since I run the brand single-handedly, so there are some challenges and ups and downs. But till now, it has been great as I have learnt and evolved a lot as a person along with the brand. The responses have always been better and I am connecting to more people now. I also have celebrity endorsements for my products. So, overall, it has been good for me.
What are some challenges that you faced while running Mellow Drama?
Challenges, I would say, the competition that is prevailing in the market for the product lines that we have. Also, one needs to know the core of Digital marketing and the budget that needs to be allocated for it for its efficient usage. Apart from that, winning the trust of customers through the service is also one of them. One major challenge is also to handle the team because I manage it all alone so every single decision has to be taken by me. However, I always feel that it is a nice journey.
Give us some background on your sourcing of textiles?
I have my fabric supplier for cotton, prints, and other materials that I use for the products. I have also added my print to the collection which is working great in the market. I am in contact with various vendors that I developed an association with over some time for the print supply.
What according to you makes Mellow Drama stand out amongst other brands?
We only use pure fabric and the products are very comfortable. People appreciate the quality and the design element that we have in all our products. Moreover, we use most of our creativity in designing while also making sure that it is comfortable for people when they wear it.
How are you using Social Media to promote your homegrown brand?
Mostly, I use Facebook and Instagram when talking about promotion through social media. I invest a lot in my shoots because I feel like it really makes a difference in how people look at your brand. I also try to create engaging content so that people can relate to what I am showing. I collaborate with influencers and work with common people who wear my clothes to show that “relativity” with the products.
What is your 5-year plan for Mellow Drama?
I would like my brand to grow in the coming years, along with an increase in the reach. So, I want to spend the years on creating Mellow Drama, a much recognizable brand that people also resonate with.
Can you share your business model with us?
My business model is more of a Direct to Customer. I am working for the customers to directly reach my website, and also focusing on Direct marketing tools like emailers and Digital marketing to get a good reach. So, I am basically aspiring to sell my products more through my website.
One advice/suggestion you’d like to give aspiring entrepreneurs out there.
I would say that if you believe in what you do and have a passion for doing it, you always achieve what you want. Also, you should have the courage to build a community that helps reach your journey. It’s very important to have the right kind of team who understands your vision. Everyone feels uncertainty before starting something but the key is to hang in there and keep moving forward to achieve what you want.
If you are looking out to buy from Mellow Drama, check out their Denim collection.