Don’t Tell Mama was launched on October 14, 2024 — but the idea had been with me for years. I always felt there was a gap in the Indian fashion space. Most brands were either completely ethnic or entirely Western. I wanted to create something that merged India’s heritage with a quiet, old-money aesthetic — elegant pieces that felt just right for evening, night-outs, and beyond.

Our first drop, 101, was a winter collection of coat dresses and statement silhouettes. It was black and white, classic and sharp. The summer line followed — with prints that weren’t just floral fillers, but thoughtful, luxurious, and full of character.

Each piece is designed with intent — from fit to fabric to finish. I pay attention to every detail because I believe fashion should feel personal.

Most importantly, Don’t Tell Mama is built on inclusivity. Whether you’re a 4XS or an 8XL, you deserve clothes that feel made for you — not like an afterthought. Too often, plus-size fashion lacks style, depth, or proper tailoring. I wanted to change that. Here, every size is treated with the same level of care, craftsmanship, and design value.

This brand is more than a label. It’s a response to what was missing — and a reflection of everything I always wanted to wear but couldn’t find.