Meet the Maker: Shubham Singhania & Mukund Mundhra – Mooch

Meet Shubham and Mukund, young creative geniuses behind Mooch, and producers of unique stationery and more, with an emphasis on design.

“We are here to put a dent in the universe.” – Mooch

Mooch is a creative studio located in Andheri East, Mumbai. They make personal accessories for tasteful people. What began with a plethora of designs in stationery products a year ago is today into Clothing, Home Decor, Corporate Gifting, and product design solutions for other firms.

Shubham Singhania, 25, and Mukund Mundhra, 22, are the young names and minds behind this unique firm.  You are invited to acquaint yourself with what Mooch has in store for you and get to know them better. Welcome.

What were you doing before you started Mooch?

I (Shubham) was studying Product Designing at Nuova Accademia di Belle Arti (NABA), Milano, Italy. Mukund is a BBA graduate from NMIMS, Mumbai.

Why did you choose to do what you do?

I’ve always believed Design as an essential element of every product in this world. Even as a kid, I was fascinated and enticed by design. Mooch was the beginning of something very close to me. When product and design come together, it is bound to create something extraordinary.

To be honest, the first Mooch book was not much more than a bold experiment that I ventured into when I was at college. The response was enthralling enough to make me start a design studio here in India.

We are fascinated by names. What’s the story behind your brand name?

This is a question we always get asked. It makes people (and us) smile. Understandably, people are intrigued by the name of our design studio. So here’s the story behind it. Years ago, when it was considered taboo in our society to have a beard or mustache because one might be identified from a different social group, I was adamant enough to sport one.

Keeping the spirit of that feeling in mind and my passion to seek answers to ‘WHY NOT?’, I went against those norms and decided that whatever business I begin, it would be named MOOCH!

Which are your best-selling products?

We began with a plethora of designs in stationery products, and here we are after a year, with an array of products in Clothing, Home Decor, Corporate Gifting and, professional product design solutions for firms.

Our best selling products are our Black edition notebook with an embedded wooden name on it. It’s more than just black, from the pages to the cover. It’s the simplicity of the product that makes it so appealing. Also, our designs “Tees for Shes” have elicited a good response.

What kind of people do you create your products for? 

For us, designs aren’t just about the products. It’s more of an emotional outreach to others and yourself. We want to create designs that reach out and touch tasteful people in all age groups, young and old. From the quirky to the professional, we serve all kinds of needs.

What are the challenges you face in connection with achieving your goals?

Initially, we used to work from home. My room in the house was a discussion arena. We tried to reduce costs however we could. The room used to be a hub of activity behind closed door for all 24 hours of the day. Debate and cooperation was the order of the day and night. Thanks to the spirit with which we grappled, here we are today, trying to prove how design plays a big role in life and the life of all products. Rather than challenges, we see these things as lessons.

The first and foremost lesson was: Panic: That temporary feeling of low sales and thinking about the future of the business from that moment of “panic” I always panicked when things were not supporting us. This affected my health adversely. But my team was always there to support and help me. Thanks to them, today I’ve realized that panic is temporary. Things get resolved slowly. And patience is a key skill to have large reserves of. The results from these lessons learnt have been gratifying and phenomenal.

Oh, and my geography about India has particularly improved since we have been receiving orders even from non-metro cities like Panipat, Darbhanga, et al. Jokes apart, you always think of ending something in impatience, but I have learnt panic and impatience are temporary issues. Overcome them and the courage to do something big from a small beginning always curbs all negativity.  

Where do you see your brand three years from now?

In two years we have created a niche for ourselves in the market. In three years, we are looking forward expand our base in different regions through online and offline channels. We believe we will soon have our own flagship store in Mumbai and are working hard to make it happen. We just don’t aim to be a company selling things.

We want to sell emotions and utility through a mix of design and functionality. We want our customers to ask, suggest, and question the ideology behind our designs and products. This, we believe, is how we will learn what their needs are.

What would you be doing if you weren’t doing this?

If not this, I would be opening a restaurant, since cooking has always been my second love. P.S. The restaurant would be designed by me and surely would have the name MOOCH on it.

Visit the Mooch Shop on Engrave.

Avinash Subramaniam

Avinash has been an advertising writer, fiction writer, poetry writer, freelance writer and serial wronger. Other roles he has been in include those of an editor, brand builder, and teacher. His interests include advertising, scrabble, body building, chess, cinema, making money, reading, internet culture, cricket, photography. To hear him air his thoughts, follow him on Twitter @armchairexpert.


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