Business Remedies | Rajshree Upadhyaya | June 23,2025 | Malvica Saxena’s journey with The Quirky Naari is a compelling tale of creativity, courage, and cultural disruption. It began in Mathura, where societal norms and familial pressures loomed large over her life. Though enrolled in an MBA program at GLA University, Malvica felt stifled by the rigid expectations surrounding her. In a moment of emotional restlessness, she picked up an old pair of sneakers and began painting-an act that would soon alter the course of her life. What started as a therapeutic release turned into a spark of purpose, and before long, those painted shoes began catching attention.
With just Rs. 5,000 and no financial backing from her family, she launched The Quirky Naari in 2018 on Instagram, introducing hand-painted sneakers and denim jackets that celebrated individuality and artistic flair. To manage working capital without upfront capital, Malvica devised a simple but effective “half now, half later” payment model. Customers paid 50% in advance and the remainder upon delivery, a system that helped her build credibility while balancing costs. Her early orders were entirely organic, and as word spread, so did her reputation for offering one-of-a-kind, personalized products that were both expressive and stylish.
A turning point arrived when actress Dipika Kakar wore a pair of her custom shoes on Bigg Boss. The exposure was immediate and powerful, catching the eyes of other celebrities including Priyanka Chopra, Sunny Leone, Raveena Tandon, and Rubina Dilaik-all of whom wore Malvica’s creations without any paid promotions. With growing interest, The Quirky Naari expanded its range to include light-up sneakers, bridal shoes, party heels, and hand-painted jackets, eventually offering over 200 SKUs. Working initially alone, Malvica gradually built a team of five, and later 17, operating out of a design studio in South Delhi.
Her appearance on Shark Tank India in 2022 was a defining milestone. Seeking Rs. 35 lakh for a 24% equity stake, she impressed the sharks with her originality and authenticity. Anupam Mittal and Vineeta Singh saw potential not just in the product, but in Malvica’s vision. Vineeta, moved by the emotional depth of the brand, even wore a custom pair on the show. With the deal sealed, The Quirky Naari experienced a massive surge in traction-over 10,000 new Instagram followers in under 36 hours, a crashed website due to overwhelming demand, and a month’s worth of sales achieved in just two days.
With investment and visibility, Malvica wasted no time scaling operations. The brand shifted from being entirely bespoke to a blend of made-to-order and standardized offerings, allowing for greater reach while retaining its unique design ethos. It began retailing not just through its website and Instagram but also on platforms like Amazon, Myntra, and Nykaa. Annual revenue grew to Rs. 50-55 lakh by 2023, and The Quirky Naari became known not just for its products, but for its storytelling and personal connection with customers.
At its heart, the brand continues to champion sustainable and meaningful fashion. It uses cruelty-free materials, plastic-free packaging, and recycles fabrics wherever possible. Malvica’s vision also includes empowering women in Tier 2 and Tier 3 cities by creating employment and design opportunities that allow them to express their own creativity. Her products are often customer-inspired, featuring hand-painted portraits, cartoons, or quotes that reflect the individuality of each buyer.
From hand-painting shoes in a small room in Mathura to running a national fashion brand backed by Shark Tank investors, Malvica Saxena’s journey is a testament to what self-belief, resilience, and innovation can accomplish. The Quirky Naari stands not just as a label, but as a movement, one that redefines fashion as a tool of self-expression and reminds every woman that she can make her own path, and do it in style.
Written and Edited By:
Rajshree Upadhyaya
