In a world where fast fashion is faster than your Wi-Fi and trends change quicker than your mood, one brand is slowing things down, in the best way possible. Meet Moomaya, the Noida-based fashion startup that’s proving you can be stylish, sustainable, and successful without burning out (or burning the planet).
With a made-to-order model, a tech-first mindset, and a whole lot of heart, Moomaya is redefining what it means to be fashionable in 2025. And at the helm of this movement? Nitin Kapoor, the CEO who swapped spreadsheets for stitches and turned a textile challenge into a global opportunity.
Let’s unravel the story.
From Trimmings to Trendsetters: The Moomaya Origin Story
Back in 2010, IBA Crafts (Moomaya’s parent company) was all about trimmings and appliqués. But by 2016, the founders realized they were drowning in inventory, outdated styles, and warehouse chaos. The solution? A bold pivot to the Just-In-Time (JIT) manufacturing model.
Instead of mass-producing clothes that may or may not sell, Moomaya decided to only make what’s ordered. No waste. No guesswork. Just fashion that’s fresh, fast, and functional.
Fast forward to today, and they’ve shipped over 500,000 garments to 140 countries. Not bad for a brand that doesn’t even keep stock.
Meet the Man Behind the Machine: Nitin Kapoor
Before launching Moomaya, Nitin Kapoor was a financial manager at Standard Chartered Bank. But spreadsheets weren’t his forever vibe. Along with co-founders Hema Kapoor (a fine artist and now his wife) and Amit Gupta (an eBay alum), he built IBA Crafts from the ground up.
Nitin’s not just a CEO, he’s a professor of practice, a keynote speaker, and a fashion futurist who’s passionate about sustainability and fashion education. He’s spoken at events like the International Conference on Fashion as a Tool for Social Change and is on a mission to empower the next generation of fashion professionals.
Also, he’s got awards to prove it:
– 🏆 Fashion Startup of the Year by Entrepreneur India
– 🏅 BW Retail 40 Under 40 by Business World
– 🧵 Honored by the Union Minister for Textiles for innovation in textile manufacturing
He’s the kind of guy who can talk ESG and hem a kurti in the same breath.
What Makes Moomaya Different? Spoiler: Everything.
Let’s break it down:
🔁 Just-In-Time (JIT) Manufacturing
- Clothes are made only after an order is placed
- Entire process, printing, cutting, stitching, and dispatch, done in 48 hours
- No warehouses, no overproduction, no waste
💧 Water-Saving Wizards
- 27 lakh liters saved in 2023
- 55 lakh liters saved in 2024 (so far!)
- That’s enough to fill a small lake, or a LOT of reusable water bottles
🧵 Tech Meets Tailoring
- In-house tech automates the entire backend
- Tailors use a custom-built app to stitch garments in under 50 minutes
- AR/VR tools give customers a realistic preview of their outfits
👩💻 Women at the Core
- 60% of the workforce is women
- Many work from home using Moomaya’s tech platform
- Empowerment isn’t just a buzzword; it’s the business model
Sustainability Isn’t a Trend, It’s the Blueprint
Moomaya isn’t just making eco-friendly clothes. They’re reprogramming the fashion industry.
India alone generates 7,793 kilotons of textile waste annually, contributing 8.5% to global textile waste. Moomaya’s JIT model directly tackles this by eliminating overproduction and reducing water usage.
And it’s not just good for the planet, it’s good for business. In FY24, IBA Crafts reported:
– 💸 $4 million in net revenue
– 📈 Consistent growth, with ₹15.77 crore in revenue for 2022–23
Turns out, saving the Earth can also save your bottom line.
Fashion Education: The Moomaya Way
Nitin Kapoor isn’t just building a brand; he’s building a movement. Through Moomaya, he’s integrating sustainability into fashion education, mentoring students, and speaking at universities to promote eco-conscious design thinking.
His goal? To raise a generation of fashion professionals who care about style AND substance.
Because let’s be real, what’s the point of a killer outfit if it’s killing the planet?
Awards, Accolades & All the Applause
Moomaya’s trophy shelf is getting crowded, and for good reason:
🥇 Fashion Startup of the Year – Entrepreneur India
🥈 ZED Silver Band – For quality, compliance & inclusive practices
🧵 Recognized by the Ministry of Textiles for innovation
🧑🎓 Keynote speaker at FTSC – Woxsen University
And the best part? They’re just getting started.
Final Thoughts: Stitching a Better Future, One Order at a Time
In an industry obsessed with speed, Moomaya is proving that fast doesn’t have to mean wasteful. With a made-to-order model, a tech-first approach, and a heart full of purpose, they’re showing the world that fashion can be fierce AND fair.
So the next time you’re scrolling for your next outfit, remember:
Style is great. But style with soul? That’s Moomaya.
Shop now: Moomaya
