New Delhi

Premium modest wear brand Mashroo has appointed comedian and digital influencer Munawar Farooqui as its brand ambassador, marking a strategic move to enhance brand visibility and strengthen cultural resonance across India.

The association is aimed at expanding Mashroo’s footprint in the growing modest fashion market, particularly in the thobe, jubba and abaya segment, while reinforcing its positioning as a contemporary lifestyle brand rooted in tradition.

According to the company, Farooqui’s strong connect with young, culturally aware audiences and his influence across digital platforms align closely with Mashroo’s brand philosophy of authenticity, elegance and modern styling. The collaboration seeks to present modest wear as a confident form of self-expression rather than an occasion-specific choice.

Mashroo has built a niche for itself by offering premium fabrics, thoughtfully designed silhouettes and versatile styles suitable for daily wear as well as festive and celebratory occasions. With Farooqui leading upcoming campaigns, the brand aims to drive broader conversations around modest fashion and position the thobe as a mainstream wardrobe essential.

The partnership will be rolled out through a digital-first marketing strategy, including social media storytelling, short-form videos and curated fashion narratives. By leveraging Farooqui’s online reach, Mashroo plans to strengthen engagement, boost brand recall and expand across key urban and emerging markets.

As part of the collaboration, Mashroo has also launched the #HustleForHeritage campaign, inspired by Farooqui’s personal journey of resilience and growth. The initiative seeks to highlight stories of individuals across India who balance ambition with cultural roots, reinforcing the idea that heritage evolves with each generation.

Notable figures associated with the campaign include Mohsin Jaffer, son of Jaffer Bhai of Jaffer Bhai's Delhi Darbar, along with emerging sports personalities and cultural figures.

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Mashroo said the association goes beyond celebrity endorsement, reflecting the brand’s core values of dignity in dressing, cultural pride and modern sensibility. As the modest menswear segment gains momentum in India, the brand aims to position itself at the intersection of culture, commerce and contemporary fashion.