The Pant Project’s Playbook To Dominate Custom-Fit Bottomwear Market

For Dhruv and Udit Toshniwal, tailoring the perfect fit wasn’t just a business challenge — it was personal. Despite coming from a family that had been in the textile industry for over 45 years, they struggled to find trousers that combined comfort, fit, and effortless style. Frequent visits to tailors and ill-fitting ready-made options highlighted a glaring gap in the Indian market — one that was dominated by legacy brands or unorganised retailers with little to no innovation.

India’s bottomwear market is estimated to be worth over $4 Bn (as per Statista), with a growing preference for customised, high-quality apparel. Global brands like Uniqlo and Lululemon have raised the bar for fit and function, while Indian brands have been slow to adapt. Sensing an opportunity, the Toshniwal brothers leveraged their family’s deep expertise in fabric manufacturing to launch The Pant Project in 2019 — a D2C brand focused on premium, custom-made, and ready-to-wear bottomwear.

Competing With Legacy Brands 

With The Pant Project, the Toshniwal brothers are trying to address the stagnation in the Indian bottomwear market, which is largely been dominated by legacy brands or unorganised retail with close to no innovation over two decades. 

At The Pant Project, customers can order by selecting a design from the catalogue, sharing their size details, and adding custom touches like free monogramming.

The company, also featured in the FAST42’s 2024 edition, also offers a set of ready-made range made from cotton, linen, and corduroy. It has also a Power Stretch range that is made from moisture-wicking, wrinkle-free fabric that stretches from all sides. 

Starting from its native website, the company has now expanded its presence across online marketplaces like Amazon and Myntra. It also enjoys an offline presence with its seven stores spread across Mumbai, Bengaluru, Chandigarh, and Pune. 

The Pants Project’s INR 100 Cr Ambition

The Pant Project has seen rapid growth, nearly doubling its revenue from INR 16 Cr in FY23 to INR 31 Cr in FY24. The expansion of its ready-to-wear category—including jeans, lounge pants, and sweatpants—has been a key driver of this success.

With over 300 SKUs and 4.5 Lakh products sold, the brand has built a strong customer base of more than 2 Lakh individuals, many of whom are repeat buyers.

Looking ahead, the brand aims to cross the INR 100 Cr revenue milestone in FY25, fuelled by deeper market penetration, offline expansion, and product innovation. Over the next two years, The Pant Project plans to scale across major Indian cities, introduce new categories, and integrate technology-driven solutions to enhance the shopping experience.

[Authored By Anirudh Trivedi]