“Success doesn’t happen overnight. It’s a slow, evolving process that requires patience, consistency, and constant learning.”
In an exclusive chat for the 30 Under 30, Piyush Mohnani, the director of Tessile Clothing Pvt Ltd and co-founder of ASUKA, walks us through his journey leading marketing operations, finance, and the western wear design vertical of ASUKA.
“Fashion has always been second nature to me, an extension of my creative instincts.”
In terms of his education, Piyush completed his schooling at Modern School Vasant Vihar, holds a bachelor’s degree from Jai Hind College, Mumbai, a master’s from NIFT Delhi, and advanced pattern-making training from Savile Row, London. Piyush specialises in assimilating his creative instinct with business acumen.
From childhood sketching and painting to building his own modern menswear label, Piyush has always had an eye for detail and a sense of personal style. Today, his venture, ASUKA, has become known for refreshing colour palettes, clean silhouettes, and wearable art.
Today, the parent company, Tessile Clothing Pvt Ltd, manufactures and wholesales ethnic and western menswear, womenswear, and home furnishing products. They produce for labels such as Louis Philippe, Peter England, and Linen Club. They make corporate uniforms for clients, including DLF, Air India, Vistara, GMR, and the Taj Group.
Their retail arm, ASUKA, runs stores in Ahmedabad, Hyderabad, and Mumbai. Asuka also caters to individual shoppers and large-scale orders and has the flexibility for wholesale, and also supplies premium retailers across India. Additionally, Piyush is also leading Khaabka, their online home furnishing brand.
A Competitive Edge
“I infuse my personal aesthetic into each design, whether it’s a subtle pastel or a bold print, ensuring that our garments are stylish and soulful.”
What helps Asuka stand apart in the industry is its thoughtful design language. Piyush makes sure that every piece they create carries a story that is inspired by flora, fauna, art movements, and cultural elements. Asuka also doesn’t shy away from experimenting with pastels, earthy tones, and experimental prints.
Moreover, they have complete control over manufacturing, and everything from quality, detailing, and craftsmanship is checked meticulously.
Rocky Road
Building Asuka meant finding the funds to bring Piyush’s vision to life. Fashion needs significant capital, and he had to start on a tight budget, reinvesting every rupee back into quality and design rather than caving in to fast-fashion margins.
Asuka also had to carve out a space in a market dominated by mass producers. Convincing men to choose craftsmanship over convenience took time and education. Piyush reveals,
“It took time to educate our audience and build that trust, but slowly, our distinct style began to resonate with men looking for something different.”
Scaling brought its own set of difficulties as they moved into wholesale, retail, and international markets. Maintaining high standards while growing volumes tested the systems they had in place, yet having in-house manufacturing gave them the control needed to expand sustainably.
Additionally, launching Khaabka into home decor was like starting anew. He explains,
“Stepping into a new category required a different mindset and logistics setup. But the design principles remained the same, and that consistency helped us create a strong brand identity across both fashion and interiors.”
Celebrating Feats
“I see success in the small moments. A message from a happy client, a wedding outfit that became a memory, or someone proudly saying, ‘I’m wearing Asuka.’ Those moments remind me why I started this journey.”
Some of Piyush’s proudest achievements are the customer loyalty, word-of-mouth referrals. They have also expanded their footprint and opened stores in states like Ahmedabad, Mumbai, and Hyderabad, with plans of expanding more internationally in the UAE and London. The other achievements include collaborating with Aditya Birla Group. The launch of Khaabka and expanding business into interiors is also a big step for Piyush.
Future Looks Bright
For what lies ahead, Piyush plans to grow ASUKA into a truly global name in contemporary menswear. He wants the brand to stand for wearable art rooted in colour, culture, and creativity rather than just another label on the rack.
International markets such as London, California, Dubai, Melbourne, and New Jersey are next on the list.
At the same time, he will strengthen Asuka’s online presence. By investing in e-commerce, thoughtful digital marketing, and international shipping, he aims to bring his designs into wardrobes around the world.
He also intends to deepen Asuka’s wholesale and B2B collaborations. Partnering with established fashion houses and department stores will help the brand reach fresh audiences while maintaining its signature quality.
On the home front, he sees Khaabka evolving into a full lifestyle label. Piyush wants to offer curated collections for living spaces that reflect the same artistic spirit as his menswear.
Throughout this expansion, he will explore sustainable sourcing, production, and packaging. For him, growth is only meaningful when it aligns with conscious, responsible fashion values.
To make all this happen, he says,
“We’re investing in a strong creative team, modern production infrastructure, and strategic collaborations. Most importantly, I plan to stay true to the core of what makes Asuka special, a clear, bold design identity and a deep emotional connection with our customers.”
The Takeaways
Throughout his journey, Piyush has learned several lessons, one of which is that passion and perseverance trump everything.
He believes that if someone is building something from scratch, they will face doubt, uncertainty, especially if it’s in the creative field. The only key to overcoming adversity is to have a clear vision. He has also learned the importance of adaptability and how knowing how to react to challenges can change one’s course.
Lastly, as he signs off, he reminds the budding entrepreneurs,
“Don’t wait for the ‘perfect time’; start with what you have. Be curious, be humble, and don’t be afraid to take risks. Surround yourself with the right people, because no dream is built alone. Most importantly, stay connected to your “why.” When things get tough, it’s that purpose that will keep you going. Your journey may not always look like others’, and that’s okay because it’s yours. And that’s where your strength lies.”
