Why ASYA is the Home of the Modern Mukesh: Our Founder’s Vision

Read time: 3 min · Last updated: 2026-01-12

I see a lot of "luxury" brands out there.

They have the fancy logos. They have the high prices.

But when you touch the clothes? They feel cold. Mass-produced. Empty.

When I started ASYA by Saroj Jain, I had one rule:

Every piece must have a heartbeat.

And nothing has a stronger heartbeat than our Ice Blue Mukesh Work A-line Kurta Set.

Here is why ASYA is the only place for modern Mukesh.

→ Ice Blue Mukesh Kurta Set

The "Middle Ground" That Didn't Exist

For years, if you wanted Mukesh work, you had two choices: 1. Buy a basic, ill-fitting kurta from a local market. 2. Buy a ₹2,00,000 designer piece.

There was nothing for the woman who wanted designer quality, premium fit, but didn't want to pay for a marketing budget.

ASYA is that middle ground.

We spend our money where it matters: - On the artisans who have been twilling wire for 30 years. - On the fabric that won't lose its shape after one wash. - On the A-line cut that is tweaked for real Indian proportions.

Why Ice Blue?

People asked me, "Saroj, why not Red? Red is the bestseller."

I told them: "I'm not here to sell what everyone already has."

I'm here to sell confidence. I'm here to sell the future.

Ice Blue is the color of clarity. It’s the color of the modern woman who knows who she is.

When we combined that color with the heritage of Mukesh, we created something that didn't just "sell." It inspired.

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FAQs

Q: Who is ASYA for? A: It’s for the woman who values craftsmanship over brand logos. She wants to look like she knows her history, but lives in the present.

Q: Where are the clothes made? A: We work directly with artisan clusters across India, bringing their work into our design studio to ensure a perfect finish.

Q: Is ASYA available in stores? A: We are primarily digital. By cutting out the middlemen and the expensive showrooms, we pass those savings directly to you.

Q: How do I know the quality is real? A: Every piece comes with my personal guarantee. We check every Mukesh dot before it leaves our warehouse.

Q: What’s next for ASYA? A: We are expanding our Mukesh range into more silhouettes, but the Ice Blue A-line will always be our signature.

Style is a choice. Heritage is a responsibility. ASYA is where they meet.

Join our Family → Ice Blue Mukesh Kurta Set