New Delhi

In India, motherhood has long been associated with silent endurance—adjusting to physical changes, sleepless nights, and constant discomfort without questioning whether better solutions exist. While pregnancy and motherhood are celebrated, a mother’s everyday comfort is often overlooked, particularly when it comes to maternity innerwear.

House of Zelena is seeking to change that narrative by reimagining maternity wear from the inside out. Built on the belief that comfort is a necessity rather than a luxury, the brand focuses on the lived realities of mothers—bodies that evolve, heightened skin sensitivity, long days that blur into nights, and needs that extend well beyond delivery.

The brand identifies a critical gap in maternity essentials: the feeding bra. Studies indicate that more than 80 per cent of breastfeeding mothers experience discomfort such as soreness, blocked ducts, skin irritation, or infections. In India’s climate, combined with prolonged nursing periods and hormonal changes, poorly designed innerwear can significantly affect a mother’s physical and emotional well-being.

Most women, the brand notes, end up choosing between ill-fitting regular bras, unsupportive sports bras, or low-quality nursing bras that lose shape quickly—often resulting in poor posture, shoulder strain, nipple sensitivity, and constant discomfort.

House of Zelena’s approach centres on designing for the entire motherhood journey rather than a single phase. Its feeding bras are engineered to adapt to changing bodies, offering easy pull-down access for nursing, removable pads for hygiene and flexibility, and supportive underbust bands that avoid excessive compression. Select variants include enhanced shoulder elasticity and nipple-care features aimed at providing gentle, sustained support.

Crafted using premium fabrics such as Lenzing™ Modal and high-quality supercombed cotton, the bras are designed to be breathable, naturally antimicrobial, and suitable for sensitive skin during extended wear, including night feeds.

Beyond comfort, the brand also emphasises sustainability. Lenzing™ Modal is a renewable, plant-based fabric produced with lower water and carbon impact, aligning personal care with environmental responsibility.

As Indian mothers increasingly move away from the belief that discomfort is inevitable, House of Zelena positions itself at the forefront of a shift toward thoughtful, functional maternity innerwear. By combining fabric innovation with practical design and an understanding of maternal needs, the brand aims to redefine the feeding bra as a long-term support essential rather than a temporary solution.

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Motherhood, the brand asserts, demands enough strength on its own—what women wear underneath should support them, not add to the burden.