What Is Modern Myth?
Modern Myth is a cruelty-free, vegan fashion brand offering stylish bags and accessories designed for modern Indian consumers.
Founded in 2018, Modern Myth aims to break the stereotype that cruelty-free fashion has to be boring or overpriced. Their collections feature everything from chic sling bags and bold totes to minimalist wallets—all made with vegan leather alternatives and manufactured in India.
Their ethos is simple: Be bold. Be kind. Be conscious.
The Founders: Aditi Murarka & Siddharth S
Modern Myth was co-founded by Aditi Murarka, a fashion enthusiast and designer, and Siddharth S, a business strategist. Aditi’s creative vision and Siddharth’s business experience created the perfect synergy to build a brand that blends design, ethics, and scalability.
The Shark Tank India Pitch: Season 3, Episode 10
On Shark Tank India Season 3, Aditi and Siddharth pitched Modern Myth with clarity and passion. They highlighted their journey, the market gap, and how they’re creating fashion for a younger, ethical India.
Ask:
- ₹75 Lakhs for 5% Equity
Who Invested?
Shark: Peyush Bansal (Lenskart)
Deal Closed: ₹75 Lakhs for 10% Equity
Peyush was impressed with:
- Their unique design language
- The fact that they own their manufacturing
- The focus on ethics without compromising style
- The potential to scale and build a strong D2C brand
His investment came with mentorship and plans to help streamline branding and operations.
What Makes Modern Myth Different?
Here’s why Modern Myth stands out in a crowded fashion market:
Ethical Materials
All products are made from vegan leather (PU-based), free from animal cruelty. The brand is 100% leather-free, aligning with the growing demand for conscious consumerism in India.
In-House Manufacturing
They own and operate their own manufacturing unit—rare in Indian D2C brands—which gives them full control over:
- Quality
- Inventory
- Timely delivery
- Customization
Bold Designs & Prints
Each design tells a story—be it pop culture, travel, or urban vibe.
Sustainable Packaging
The brand uses minimal, recyclable packaging to cut down on plastic use.
Business Model Breakdown
- Business Type: D2C (Direct-to-Consumer)
- Sales Channels:
- Own website: modernmyth.in
- Amazon, Myntra, Nykaa Fashion, Ajio
- Select offline exhibitions and pop-ups
- Revenue Streams:
- Retail & e-commerce sales
- Custom gifting (corporates + events)
- Customer Base:
- Urban millennials
- Conscious consumers
- Fashionistas looking for non-leather alternatives
Modern Myth’s Product Range: Stylish & Sustainable
Sling Bags
- Compact and convenient
- Known for their quirky colors and prints
- Popular among college students and young professionals
Tote Bags
- Spacious enough for daily essentials
- Available in playful, artistic, or elegant designs
- Ideal for everyday use and casual outings
Laptop Bags
- Smart and professional-looking
- Made with durable, vegan-friendly materials
- Perfect for the modern, conscious office-goer
Duffels & Backpacks
- Great for short trips and weekend getaways
- Designed with style and functionality in mind
- Appeals to eco-conscious travelers
Wallets & Clutches
A great gifting option for stylish, cruelty-free living
Compact yet functional for everyday use
Sleek, minimalist designs with bold flair
Why Vegan Fashion is Booming in India
Younger generations are now choosing brands that align with their values. According to reports:
- The vegan leather market in India is expected to grow at 7.5% CAGR by 2030.
- Over 38% of Gen Z consumers say they would pay more for sustainable fashion.
Modern Myth is one of the few Indian brands tapping into this trend with quality, affordability, and purpose.
FAQs
1. Is Modern Myth 100% vegan?
Yes! They use PU leather and other synthetic, cruelty-free materials.
2. Where are their products made?
All products are made in-house at their own manufacturing unit in India.
3. Did Modern Myth get a Shark Tank India deal?
Yes, Peyush Bansal invested ₹75 Lakhs for 10% equity.
4. Is vegan leather durable?
Yes! PU leather used by Modern Myth is high-quality, water-resistant, and long-lasting.
5. Are their bags affordable?
Prices range from ₹799 to ₹2999—premium look without the luxury price tag.
Parting Thoughts: A Bold, Conscious Brand for the Future
Modern Myth isIt’s a movement toward cruelty-free living, conscious choices, and expressive style. If you’re looking for accessories that make a statement and support a cause, Modern Myth might just be your new favorite brand.
For more Blogs: beyondthepunchlines.com
Author: Team BTP
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