Ratna G Chotrani/Hyderabad

In the bustling lanes of West Hyderabad, the story of denim is being woven by a gutsy entrepreneur, Naheed Muqueetulla. Along with her two brothers, she founded the brand Urbano out of their family business, reinventing it to suit changing times and evolving consumer tastes.

Backing Naheed, CEO and founder of Urbano, through every stage of the journey is her husband, Sameer Masarath, a quiet force behind the scenes who manages business operations, strategy and scale while Naheed drives design and brand vision.

While India’s esteemed couture ateliers may be dominated by skilled masterjis, Naheed and her siblings are rewriting the rules of fashion in their own way. A trailblazer in contemporary Indian fashion, Naheed is known for blending modern design with a keen understanding of consumer preferences, while keeping sustainability and ethical values at the core of the brand.

Naheed with other co-founders of Urbano

Born and raised in Hyderabad in a business family, this prolific entrepreneur found her creative roots in the city’s vibrant and cosmopolitan culture. Her early exposure to the family business and a progressive environment at home sparked a passion that would define her journey. Today, she continues to shape fashion sensibilities that appeal to Gen Z and young millennials while bridging gender and occasion.

Urbano’s creations are not just designed for Gen Z; they are made for a generation that wants its denim to hustle as hard as it does—classy on LinkedIn, distinctive on Instagram and comfortable everywhere in between.

When Naheed visited stores across Hyderabad and other states, she noticed the same pattern everywhere: denim that played it safe. Chinos in flat navy, shirts in basic stone washes, and dresses that lacked imagination. She realised there was a significant white space in the online denim market. The racks were full, but creativity was missing.

Naheed Muqueetulla

Armed with an entrepreneurship course from IIMA Bengaluru, a few lakhs in savings and little interest in taking up a conventional merchandising job, Naheed launched Urbano. Today, the company has emerged as one of the top-selling denim lifestyle brands in India’s online retail space. With the backing of the Aditya Birla-led TMRW Group, the brand has grown manifold.

Whether it is shirts, chinos, T-shirts, jackets, hoodies for men and children, or acid-wash co-ords, every piece is designed with a mood-first philosophy. Although none of the siblings had prior experience in fashion marketing or branding, the trio possesses a remarkable instinct for spotting trends and anticipating consumer preferences.

Their styles are edgier, more distinctive and increasingly cult-worthy. Behind the brand’s relentless growth stands Sameer Masarath, an entrepreneur in his own right, who brings operational rigour and financial acumen to Urbano’s success story. He anchors the backend—overseeing supply chains, vendor partnerships and scaling strategies—allowing Naheed the freedom to focus on product development and brand building.

Naheed speaking at a function

Friends describe him as Naheed’s sounding board and stress test for every major decision, from capsule collections to funding conversations. His low-key presence complements her public-facing role, proving that behind every bold founder is often a partner quietly holding down the fort.

Together, they have built a brand that resonates across demographics. Today, Urbano ships to thousands of pin codes across India, and its bestsellers extend far beyond jeans. Its merchandise is worn in boardrooms, by startup founders, stylists and administrators alike, often paired as comfortably with Kolhapuri chappals as with sneakers.

For Gen Z consumers, the appeal lies in the ability to move seamlessly from cafés to cocktails without a wardrobe change. These are, as Urbano likes to describe them, “denims that get promoted with you.”

The philosophy is reflected on the walls of Urbano’s offices:

“We don’t sell blue. We sell mood.”

ALSO READ: Palestinian Ambassador seeks India's help for Gaza's collapsing Healthcare

And in a market once dominated by basics, that mood has finally found its audience.