House of Zelena: 10 Key Things You Must Know

Overview

House of Zelena is a pioneering Indian maternity and postpartum fashion brand dedicated to empowering mothers through thoughtfully designed apparel and community support. Founded in 2021 by Hina Priyadarshini, a mother and tech professional, House of Zelena breaks conventional maternity wear norms by creating garments tailored specifically to the evolving body shapes and emotional journeys of women during and after pregnancy. Known for blending style, comfort, and innovation, the brand has rapidly become a trusted name among modern mothers in India and beyond. This article explores the various facets of House of Zelena, from its origins and innovative designs to its unique community engagement and future prospects.

1. Origin and Founding Vision

House of Zelena was established in 2021 by Hina Priyadarshini along with co-founder Mayank Kamal in Bengaluru, India. Hina's personal experiences with the discomfort and lack of stylish maternity wear inspired her to create a brand that truly understands and supports mothers. Leveraging her background in artificial intelligence and machine learning, she sought to bridge the gap between fashion, functionality, and wellness for pregnant and postpartum women. The brand’s core philosophy is to empower mothers by providing clothing that offers comfort without compromising on style while celebrating their motherhood journey.

2. Unique “New Mom Fit” Concept

One of House of Zelena’s defining features is its focus on the “New Mom Fit” — a category of apparel designed specifically for the altered body shapes of mothers postpartum. Recognizing that over 72% of women do not return to pre-pregnancy body shapes within three years, the brand tailored its designs and fabrics to accommodate these changes. This approach departs from standard plus-size or maternity sizing and provides supportive, adaptable, and flattering garments for mothers during recovery, boosting confidence and comfort.

3. Innovative Product Technologies

House of Zelena integrates cutting-edge technology into its apparel. Notably, its patented Bellylove™ Technology is created to embrace and support the postpartum belly with specially engineered fabrics and fits. Additionally, the brand introduced "Zipless" dresses featuring extra-long zippers for discreet nursing, facilitating convenient breastfeeding without compromising style. Their "Peekaboo Airflow" nursing covers ensure both mother and baby experience comfort with airflow-enhancing design, supporting breastfeeding in public with dignity.

4. Diverse Product Range

The brand offers a wide variety of maternity and postpartum wear, including maternity dresses, leggings, nursing kurtis, feeding tops, activewear, lounge wear, and innerwear such as maternity and feeding bras and panties. Their collections cater to multiple occasions — from formal office wear to ethnic party dresses and casual comfort. Emphasizing versatility, each product is designed to adapt through different stages of pregnancy and postpartum, making motherhood fashion both functional and elegant.

5. Community-Led Ecosystem

House of Zelena is more than just a fashion brand; it cultivates a strong community of mothers in India. Through its “Zactive Mom Community,” the brand provides expert support, exclusive perks, online forums, and collaborative events. This community-centric model helps mothers share experiences, gain wellness guidance, and feel supported emotionally and socially throughout their motherhood journey. The brand’s digital-first approach includes an interactive mobile app offering wellness consultations, parenting resources, and personalized style quizzes.

6. Commitment to Made in India and Sustainability

Proudly sourcing and manufacturing its products exclusively in India, House of Zelena embraces the “Make in India” ethos, supporting local artisans and manufacturers. This commitment ensures quality craftsmanship while reducing environmental impact through localized production. While the brand is growing rapidly, it emphasizes ethical sourcing and sustainable fabric development tailored to the needs of maternity wear, although specific sustainability initiatives are evolving as the company scales.

7. Recent Funding and Business Growth

In September 2025, House of Zelena successfully raised Rs 7 crore (about $800,000) in a seed funding round led by Sprout Venture Partners and M Venture Partners with participation from angel investors and GSF. This funding is fueling rapid expansion, strengthening supply chain capabilities, and driving innovation in textile technology and digital platforms. The brand has witnessed a 10x increase in sales and engagement in 2023, reflecting growing consumer trust and market demand.

8. Digital Innovation and the House of Zelena App

To deepen engagement with mothers, House of Zelena launched a comprehensive app providing medically certified programs in pregnancy care, postpartum recovery, nutrition, and mental health, developed in collaboration with healthcare professionals. The app also features an AI-powered baby name generator, community forums, expert articles, and wellness tracking. This digital platform enhances accessibility to expert advice and personalized support, setting the brand apart in the maternity care and fashion sector.

9. Recognition and Influencer Endorsements

House of Zelena has garnered significant recognition in India as an innovator in maternity wear, receiving industry awards such as India’s Leading Maternity Brand 2025 and Most Loved Brand 2025. The brand’s stylish and functional products have been embraced by mom influencers and celebrities like Bollywood actress Aarti Chabria, further amplifying its visibility and appeal among modern mothers.

10. Future Directions and Expanding Ecosystem

Looking ahead, House of Zelena aims to enhance its offline footprint through community events and innovative campaigns like the "SafeToFeed" café initiative to normalize breastfeeding in public spaces. With a refreshed brand identity set for late 2025, the company plans to scale globally while continuing to expand its ecosystem beyond apparel — focusing on wellness, education, and supportive services for mothers. Leveraging technology integration and community-building, the brand envisions transforming the entire motherhood experience.

Conclusion

House of Zelena stands at the forefront of redefining maternity and postpartum wear, blending innovation, comfort, style, and community support tailored specifically for mothers’ needs. From its thoughtful "New Mom Fit" designs to its pioneering digital wellness platform, the brand champions empowerment and inclusivity for mothers in India and around the world. As House of Zelena evolves, it challenges conventional maternity fashion paradigms and nurtures a vibrant community that celebrates motherhood in all its stages. In an era where maternal comfort and emotional well-being are gaining renewed focus, House of Zelena invites women to embrace their journey with confidence and elegance.