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This article explains the Shi'a-Muslims in Mumbai as a fractal society, a social organisation constituted of numerous social segments, each with its own shape and structure. As a result, this article refers to Shi'i identities, not one single Shi'i identity. In particular, the discussion explores how the fractal organisation of Shi'a society and diverse Shi'i identities are practised through Muharram rituals. This paper shows that each Shi'a community has invented and reinvented its identity over time through Muharram rituals, and that Mumbai as a cosmopolitan city has intensified the need for the reinvention of identities. [ABSTRACT FROM AUTHOR]