In a world where conscious fashion is no longer a choice but a necessity, House of Serein is redefining luxury—ethically and elegantly. Founded by Muskaan Mundhra at just 21, this vegan, sustainable brand is on a mission to redefine the fashion industry, to prove that cruelty-free can still be covetable.
Backed by the Mundhra Group of Companies, House of Serein was founded with one vision—to build a global-level luxury brand in India that didn’t compromise on ethics. Armed with an educational background in luxury brand management, a Master’s Degree in Family Business, and passion for cruelty-free fashion, she started her ethical venture with Serein Cosmetics, a vegan and cruelty-free beauty line, which later expanded to include accessories, and the rest is history!
In an exclusive conversation with IMAGES Business of Fashion, Muskaan Mundhra unpacks her journey of creating a cruelty-free future forward brand.
Edited excerpts…
You started House of Serein at just 21. What inspired you to create a cruelty-free luxury brand?
My journey with House of Serein actually began much earlier—back in school—when I had a simple but powerful thought: Why aren’t there any global luxury brands based out of India, a country with such a rich heritage in fashion, craftsmanship, and textiles? That planted the seed for Serein.
I pursued Global Luxury Brand Management during my undergraduate studies, where I learned deeply about the luxury industry including the environmental impact and cruelty associated with the traditional leather industry.
The more I studied and researched, the clearer it became: I wanted to build a luxury brand that celebrates style without compromising ethics. That’s when I began exploring alternatives and ultimately committed to using plant-based leather.
What were some of the first challenges you faced while launching a vegan and cruelty-free beauty brand in India? How did you overcome them?
One of our biggest challenges was the lack of consumer awareness. Many people simply didn’t know the environmental and ethical realities behind leather production, and ‘vegan’ was often only associated with food.
To bridge that gap, we began by educating our audience. We hosted seminars, participated in exhibitions, and created content that gave people transparency into our materials and processes. The goal was to spark curiosity and make sustainable living feel aspirational not restrictive.
We are also working on launching a podcast to dive deeper into topics like sustainability, vegan living, and slow fashion.
How do you make sure your accessories are made ethically and in a transparent way?
Luckily for us, everything—from design to manufacturing—is done in-house. This allows us to maintain complete control and transparency throughout the entire process.
We perform regular lab and quality tests on all our materials, and for the components we source, we only work with suppliers who provide certifications and lab reports.
How do you manage waste during production?
We try to minimise waste and recycle it for our next line. We stock up the leather waste (plant-based) and make designs using that waste. This way, each and every cutting can be used whether as a part of the bag or as part of any accessory.
How do you manage to create a luxury look and feel using vegan and sustainable materials? Are these materials long-lasting and practical for daily use?
Great design and quality craftsmanship are at the heart of our process. We start by creating contemporary, trend-aligned designs that also prioritise function.
When it comes to production, we source the highest quality hardware, linings, and plant-based leather. Each bag undergoes a thorough quality check, and we even offer a one-year manufacturing warranty. Many of our customers use our bags daily for work, travel, or casual outings and we are proud to say we have had no complaints.
These materials, when cared for properly, last just as long as traditional leather.
Are you seeing more Indian shoppers, especially young people, becoming interested in ethical and sustainable fashion?
Absolutely! We are seeing a significant shift in the mindset of Indian consumers—especially Gen Z and millennials. People are far more conscious now and want to know the story behind the products they buy.
We are also seeing interest from more mature audiences—people in their 40s and 50s—who want to make more responsible choices.
Do you sell mostly online or offline?
We have a balanced presence. Our online sales come through our official website and select e-commerce platforms. Offline, we participate in exhibitions and pop-ups.
Interestingly, word of mouth has played a huge role in our growth. Our community has been our biggest advocate, and their trust continues to fuel our journey.
What’s your growth strategy for the coming few years?
We are constantly exploring innovative ways to use plant-based leather. We drop new collections every 2-3 months to keep things fresh and relevant and we have a new product line launching soon.
Retail-wise, we are planning to open flagship stores across major Indian cities. International expansion is also on the horizon, as we build Serein into a global name in vegan luxury.
Lastly, we are also expanding into other lifestyle verticals like cafes, footwear, and home décor to create a holistic vegan luxury brand.
What is your financial growth projection for the next 2 years?
We are growing steadily year-on-year and reinvesting into expansion—both in terms of infrastructure and innovation. We are building a future-ready brand, one collection at a time.
Are there any specific markets or demographics you’re planning to tap into next?
We are actively exploring expansion into the international luxury market, especially in regions like the Middle East, Europe, and parts of North America where ethical fashion is gaining momentum.
Domestically, we are targeting college students and young professionals through accessible pricing models and relatable branding. We are also planning a special line for corporate professionals—functional, sleek, and sustainable.
