At the prestigious HGH 2025 show in Mumbai, a new chapter in India’s home textile narrative unfolded with the unveiling of MulberryOak, a luxury brand from the house of Paramount. Spearheaded by industry veterans and co-founders Mr. Ram Murugesan and Mr. Satyendra Shukla, Mulberry Oak enters the domestic market with a singular promise — to bring world-class sleep experiences into Indian homes.
From Backstage to Center Stage
Paramount, a name long synonymous with uncompromising quality in the international home textile arena, has been the silent backbone behind many of the world’s top brands. For decades, consumers across continents have slept in bed linens crafted by Paramount — under foreign labels. The launch of Mulberry Oak marks a shift from this behind-the-scenes role to front-end branding, bringing to Indian consumers a taste of that same global excellence under a homegrown name. “We’ve been asked for years why we don’t have our own brand in India,” Mr. Shukla shared. “With MulberryOak, we’re finally giving Indian consumers the luxury and quality they deserve — crafted entirely at home.”
Beyond Thread Counts: Focusing on Feel
In an industry obsessed with thread counts, Mulberry Oak is flipping the narrative. “Thread count has no real bearing on the actual comfort or quality of your sleep,” Mr. Murugesan explained. “What matters is the feel — the texture, the breathability, the quality of cotton, and the experience it delivers.”
Positioned firmly in the ultra-premium segment, MulberryOak offers bed linen that begins at ₹9,999 and reaches up to ₹1,00,000 — a bold and confident declaration of its luxury positioning. Its products are crafted exclusively from extra-long staple cotton and sustainably sourced raw materials, setting a new benchmark for conscious luxury in India.
Designed for the Discerning Indian Consumer
While global markets remain on the horizon, MulberryOak is rooted in India — for now. The brand is focused on addressing the growing appetite for refined, design-forward, and sustainable luxury among Indian homekeepers. As incomes rise and consumer tastes evolve, the founders believe that India is ripe for a brand that can deliver “True Luxury” in the home segment.
“There is a premiumization happening slowly but surely,” noted Mr. Murugesan. “We want to be early movers in this space — to nurture and grow with the market rather than chase quick numbers.”
Sustainability as a Way of Life
While sustainability has become a buzzword in the industry, the team behind MulberryOak treats it as an everyday practice, not a pitch. “At Paramount, sustainability is not a slogan — it’s at the core of how we operate,” Mr. Shukla emphasized.
From utilizing renewable energy for 80–90% of operations, to rainwater harvesting, and responsible sourcing practices — the commitment runs deep. “We prefer to show, not tell. If you visit our facility, you’ll feel the difference,” he added.
Crafting a Brand for the Long Haul
MulberryOak isn’t just a brand launch — it’s a philosophy. It’s built around the idea that “Sleep is the ultimate luxury, and what you sleep in should be nothing less than that”! “We’re not selling bedsheets,” Mr. Shukla explained. “We’re selling an experience — and our tagline reflects that: Experience it to believe it.”
Looking ahead, the team is focused on fine-tuning its design language, expanding its reach within India’s premium retail landscape, and building a brand that can eventually command respect on the global stage.
“In a country of 1.4 billion people, the space for luxury is wide open,” Mr. Murugesan said. “We’re not chasing scale just yet — we’re chasing significance.”
MulberryOak is more than a brand — it’s a movement to elevate how India sleeps. And if the early response at HGH 2025 is anything to go by, the country’s dream of indulging in true homegrown luxury is finally coming true.
