Since its inception in 2017, Nirmooha has become synonymous with reimagining Indian craftsmanship for the contemporary wardrobe. At the heart of this evolution is Prreeti Jaiin Nainutia, whose intuitive design sensibility, love for heritage, and forward-thinking approach continue to define the brand’s trajectory.
By Andrea CostaBir
When Prreeti Jaiin Nainutia launched Nirmooha nearly a decade ago, she set out to build more than just a fashion label — she set out to create a living, breathing homage to Indian artistry, narrated through the lens of contemporary design. A luxury prêt brand headquartered in Mumbai, Nirmooha has swiftly carved a niche for itself by marrying the intricate legacy of traditional embroidery with modern silhouettes, earning a loyal clientele across the world.
“Fashion, for me, is storytelling,” says Prreeti, whose collections often feel like poetic expressions of identity, memory, and cultural roots. Her journey has been marked by deep collaborations with artisans, an uncompromising design philosophy rooted in emotion, and an ever-evolving exploration of Indian techniques tailored for today’s world.
Nirmooha’s recent showcases — from Paris Fashion Week and Arab Fashion Week to over a dozen seasons with FDCI and Lakmé Fashion Week — are a testament to its growing international footprint and cultural relevance. Whether it’s the delicate cording or handembroidered textures, every piece is a bridge between the past and the present.
In this conversation, Prreeti opens up about the inspiration behind Nirmooha, her approach to preserving craft while pushing boundaries, the lessons learnt as a woman entrepreneur in India’s luxury fashion space, and what’s next for her ever-evolving brand.
Excerpts from the interview…
Prreeti, what was the spark that led you to launch Nirmooha in 2017?
Ever since I was a child, I’ve been fascinated by clothes and design — I used to love creating outfits for my family and would find so much joy in the process. That passion for fashion only grew stronger with time. When my kids started growing up, I felt a deep urge to build something of my own, something that reflected who I am creatively and personally. That’s when Nirmooha was born. It felt like the perfect step — an extension of my love for design, a platform to express my vision, and a way to contribute meaningfully to the world of fashion while staying true to my roots.
Nirmooha is known for its fusion of contemporary silhouettes with traditional Indian embroidery. How do you strike that balance between innovation and heritage?
At Nirmooha, fashion is a vivid form of self-expression, a mirror to the designer’s evolving spirit and the natural world around her. Inspired by flora, fauna, underwater dreams, and the wild poetry of nature, each piece channels comfort and luxury in equal measure. Edgy yet effortlessly feminine, the women’s styles celebrate strength, sensuality, and soul. For men, it’s about vibrant, unfiltered fashion that’s bold, playful, and free. With glamour rooted in ease, Nirmooha creates clothing that moves like nature — fluid, fearless, and alive.
Craftsmanship is clearly at the core of Nirmooha. How do you collaborate with artisans to preserve and reinterpret traditional techniques for the modern wardrobe?
Craftsmanship is central to Nirmooha’s identity, and the brand works closely with a diverse network of skilled artisans to preserve and reinterpret traditional techniques. Through ongoing collaboration and creative exchange, time-honoured methods such as cording, hand embroidery, and surface texturing are thoughtfully adapted for contemporary silhouettes. These partnerships allow for a blend of innovation and authenticity, where artisanal heritage is celebrated while seamlessly integrating into the modern wardrobe.
What is your design philosophy?
For me, design has always been about emotion and storytelling. I see clothing as a canvas to express culture, memory, and identity. The design philosophy at Nirmooha is to create pieces rooted in tradition but shaped for the modern world, where heritage techniques meet contemporary silhouettes in a seamless blend. Every collection is deeply personal, reflecting my journey, inspirations, and the beauty I find in craftsmanship.
You’ve showcased at global platforms like Paris and Arab Fashion Week, along with multiple seasons at Lakmé and FDCI. How has this national and international exposure shaped your creative direction?
Each showcase — whether in Paris, at Arab Fashion Week, or with Lakmé and FDCI — has been a learning curve and a source of immense inspiration. Being on such diverse platforms has pushed me to think more globally while staying rooted in who I am as a designer. It has helped me refine my voice and understand how Indian craftsmanship can translate across borders without losing its soul. The exposure has encouraged me to take bolder, creative risks, be more experimental with techniques, and continue evolving while honouring the essence of Nirmooha.
As a woman entrepreneur in the Indian luxury fashion space, what have been some of your biggest learnings — creatively and personally?
Being a woman entrepreneur in the Indian luxury fashion space has been an incredibly rewarding and eye-opening journey. Creatively, I’ve learnt that staying true to your vision — even when trends shift — is what truly builds a lasting brand. Personally, I’ve discovered the importance of resilience, patience, and trusting the process. It hasn’t always been easy to balance creativity with the demands of running a business, but every challenge has taught me to lead with strength and empathy. At the same time, being a woman in this space has opened doors for me in ways I hadn’t imagined, allowing me to connect, collaborate, and grow in diverse and meaningful spaces beyond fashion. It’s been about more than just building a label; it’s been about creating a voice.
Finally, what’s next for Nirmooha? Any collaborations, markets, or creative frontiers you’re excited to explore?
There’s a lot brewing behind the scenes at Nirmooha right now. We’re entering a very dynamic phase, especially after the launch of our first flagship store at Fort, Mumbai, which has been a huge milestone for us. It’s an exciting time for the brand!
