With a legacy spanning nearly four decades, Mustang Socks & Accessories has firmly established itself as a leader in India’s organized socks market. What began in 1986 as a simple initiative to deliver quality and comfort has grown into a dynamic, innovation-driven brand that redefines how India wears its socks. At the heart of this evolution is Lubeina Shahpurwala, Co-Promoter – Strategy and Growth, whose sharp vision and strategic leadership have propelled the brand into new realms of growth, sustainability, and purpose-led innovation. In this exclusive interview with InFashionBusiness.com, Editor-in-Chief Gurbir Singh Gulati engages with Shahpurwala to uncover the story behind Mustang’s rise, its differentiated product offerings, and the path ahead for the homegrown powerhouse.

Brand Journey and Vision

Mustang Socks has been a significant player in the Indian socks industry. Can you share the brand's journey so far and the vision that drives it today?

Founded in 1986 by Naazneen Katrak and later powered by the dynamic partnership of Lubeina Shahpurwala, Mustang has grown into a leading force in India’s socks industry. What began with a simple vision—to offer quality and comfort—has evolved into a brand that now produces over 12 million pairs annually and commands more than 50 percent of the organized market share.

Renowned for transforming socks from a basic necessity into a fashion statement, Mustang combines innovation, vibrant design, and ethical manufacturing practices. With a legacy rooted in integrity and a commitment to everyday comfort, Mustang continues to redefine how India wears its socks—blending style, quality, and purpose in every pair.

How would you describe Mustang Socks’ core philosophy and approach to creating socks for modern lifestyles?

At Mustang, we focus on combining comfort, quality, and modern style to meet the needs of today’s dynamic and style-conscious lifestyles. Our philosophy is centered on creating socks that are practical, comfortable, and designed with sustainability in mind. With versatility and durability at the core, our socks support people in moving effortlessly from work to leisure while embracing a mindful and authentic approach to fashion.

Product Portfolio and Differentiation

Mustang is known for its focus on comfort and performance. Could you walk us through your current product portfolio and the various collections?

Absolutely! At Mustang, we’ve curated our collections to support comfort, function, and everyday ease—whether you're on the move, at work, or relaxing at home.

Our men’s range includes timeless classics, health socks designed for sensitive feet, and sports socks that offer the right balance of support and breathability.

For women, the collection blends everyday comfort with a strong sense of style—ideal for those who want socks that feel as good as they look.

Our kids’ collection brings in loads of colour and energy, featuring bright patterns and fun character socks that children love, all while being soft and durable for everyday play.

We’ve also been expanding into more wellness-focused products—like compression sleeves, knee warmers, and our newly introduced knee protectors, which are perfect for people with active routines or joint sensitivity.

A major step forward for us is the launch of our bamboo collection—it’s naturally breathable, incredibly soft on the skin, and a great sustainable alternative for everyday wear.

And on the more playful side, we’ve introduced a fun bottle cover collection for babies, which has been a big hit with parents looking for practical yet adorable accessories.

Every pair we create is thoughtfully designed using high-quality materials, so you're not just getting style—you’re getting long-lasting comfort that fits into your daily life.

What makes Mustang Socks different from other brands in the market? How do you ensure your products stand out in terms of quality and design?

Mustang stands out through a strong focus on innovation, precision, and a deep-rooted passion for quality. We're always exploring advanced knitting techniques, improved material blends, and smart design features that enhance both comfort and performance.

Quality is at the core of everything we do. From sourcing premium yarns to meticulous craftsmanship and testing, every detail is handled with care to ensure lasting durability and comfort.

What really makes the difference is our goal to consistently surprise and delight our customers. Whether it's the feel of the fabric, the perfect fit, or a unique design element, we aim to create that moment of joy with every pair.

At Mustang, we lead with purpose—bringing together modern design, thoughtful function, and trusted quality in socks that support real lives, every day.

Are there any specific innovations in fabric, technology, or design that Mustang has pioneered in the Indian market?

Mustang has introduced several innovations in the Indian market, enhancing both comfort and style:

Innovation has always been at the core of Mustang. Our founder, Naazneen Katrak, disrupted the market early on with a bold, direct-to-consumer approach at a time when socks were barely seen as standalone products. This spirit of challenging norms continues to drive everything we do.

We have introduced specialized socks like diabetic-friendly options and developed products for persons with disabilities, making comfort truly accessible. Our toe socks are designed specifically for slipper wearers, offering ease and breathability, especially during winters.

Celebrating local culture is important to us, and our Mumbai series brings beloved city icons such as the BEST bus, local trains, and vada pav to life in playful, wearable designs.

For children, we recently launched biker sleeves—a fun and functional option—alongside 3D character socks that make dressing up exciting for little ones. Our creativity extends beyond socks to practical accessories like baby bottle covers that add charm and utility to everyday moments.

We also offer thoughtfully designed gift packs for newborn babies, combining comfort and care in every pair.

Is Mustang exploring any new categories beyond socks?

At present, Mustang is confidently focused on expanding within the sock category, which holds immense value and untapped potential in India. While our primary energy is dedicated to growing and innovating in this space, we remain open to exploring new categories as opportunities arise in the near future.

Retail Presence and Expansion

What is Mustang’s current retail footprint in India in terms of MBOs (Multi-Brand Outlets) and LFS (Large Format Stores)? Could you share the number of retail points you are currently present in?

Mustang has established a strong retail presence across India through over 5,000 multi-brand outlets (MBOs), enabling us to reach customers in both major cities and smaller towns. We recognize the importance of these smaller towns and leverage our extensive MBO network to ensure wider accessibility and convenience for our consumers.

Our steady partnership with FirstCry has also been key in reaching young families, complementing our broad retail footprint. In addition to our offline channels, our growing digital presence allows us to connect directly with customers nationwide, offering ease and variety.

Are there plans to expand your retail presence in India over the next 2-3 years? What regions or cities are you focussing on?

Over the next 2-3 years, Mustang plans to strengthen and expand its retail presence across India. While our current stronghold is in the North and West regions, we are now focusing on growing our footprint in the South, where we see significant potential for increased reach and customer engagement.

Our strategy involves deepening distribution in key cities as well as smaller towns to ensure broad accessibility, supported by both our multi-brand outlet network and digital channels.

Mustang is available through various online platforms. How significant is e-commerce for your business today?

E-commerce is a vital part of Mustang’s growth, especially as socks are seen as a daily essential. Easy access and convenience are key—customers want reliable, everyday products at their fingertips, and online platforms help us meet that demand.

We see strong potential in this space and are focused on expanding our digital presence to ensure Mustang are always just a click away.

Are you planning to leverage quick commerce platforms or D2C (Direct-to-Consumer) models to reach your customers faster?

Absolutely. We see quick commerce and the Direct-to-Consumer (D2C) model as natural next steps in making Mustang even more accessible. With socks being a daily essential, speed and convenience matter. Quick commerce allows us to meet spontaneous needs, while our D2C efforts help us build a closer relationship with customers, understand their preferences better, and deliver a more personalized experience.

Export Markets and Global Reach

Mustang Socks is already present in the export market. Which countries are your major export destinations, and do you have plans to further expand your international footprint in the next 2-3 years?

We currently export to the UK, UAE, and parts of Europe, and are now actively exploring the USA as a key growth market. Over the next 2–3 years, our focus is on expanding this footprint steadily, with the right partners and product fit, rather than growing too fast. It’s about building long-term value in markets where we see strong potential.

Sustainability and Innovation

Sustainability is a growing concern in the fashion industry. What steps is Mustang taking to reduce its environmental footprint?

Sustainability is integral to how we work. Our factory uses rainwater harvesting, power-efficient machinery, LED lighting, and optimised diesel usage to reduce energy and resource consumption. We've introduced water-saving processes in our washing and laundry operations and actively partner with brands to upcycle waste. Surplus yarn is creatively repurposed into eco toys like our Eco-Mouse.

As a women-led organisation with nearly 50% female workforce, we view sustainability not just in environmental terms, but as a commitment to inclusivity, responsibility, and long-term impact.

Business Growth and Future Plans

How has the brand’s growth been over the past few years in terms of sales and market share?

Mustang has experienced steady growth over the past few years, achieving a 10–15% annual increase in sales. The brand holds approximately 25% of the organized socks market in India, reinforcing its position as a leading player.

This growth is driven by Mustang’s commitment to innovation, product quality, and the continuous expansion of its distribution network across the country.

Are there specific growth targets that you have set for the brand over the next few years?

We are looking at achieving 20–25% growth over the next few years by expanding our product range, strengthening our presence both online and offline, and exploring new markets in India and overseas.

Of course, with the current global and geopolitical uncertainties, it’s not always easy to make firm projections. But we’re optimistic and focused on building steady, sustainable growth.

Open Platform for Insights

Lastly, is there anything you would like to share that we haven't covered? Any exciting news, partnerships, or milestones that Mustang has recently achieved?

We were recently honoured by one of our key international clients for our exemplary supply chain practices—a particularly proud milestone, as we are the only socks facility in India to receive such recognition. It’s a strong endorsement of our unwavering commitment to quality, transparency, and ethical standards at every level of our operations.

Recognition like this not only validates our efforts but also inspires us to keep raising the bar as we grow both in India and internationally.

Conclusion

Mustang Socks & Accessories is more than just a legacy brand—it is a force of innovation, integrity, and thoughtful growth. With a firm grip on India’s organized socks market, a strategic eye on global expansion, and an unwavering commitment to sustainability and design excellence, Mustang continues to elevate a once-overlooked product category. As Lubeina Shahpurwala affirms through this detailed conversation, the brand’s future lies in staying true to its purpose while constantly adapting to the evolving needs of the modern consumer.