In just over two years, homegrown online retailer, The Pant Project has revolutionized India’s bottom-wear industry by shifting from a one-size-fits-all approach to personalized fashion. Despite the challenges of the pandemic and lockdowns, this digital-first startup has achieved significant success, currently boasting monthly net sales of 3 crores.
As a bootstrapped brand, The Pant Project saw remarkable growth from Rs 1 Cr in FY2020 to Rs 7.3 Cr in FY21. They closed FY22 with approximately Rs 19 crore in revenue and have ambitious plans to double their sales in the upcoming fiscal year.
The brand’s strong customer loyalty is evident, with 1/3rd of customers making repeat purchases within 3 months, contributing to nearly 50% of total sales. The Pant Project aims to further expand its customer community over time.
ALSO READ: The Pant Project Offers Bespoke Solutions for Digitally Driven Consumers
Recent developments include their expansion into eCommerce through the “TPP NOW” collection on Amazon. The brand has also introduced new products like power stretch jeans with unique characteristics like moisture absorbing, wrinkle-free cloth that offers even stretch throughout its length to fit the person perfectly. Having popularised the customized bottom-wear market in metro cities, the brand is increasing its presence in developing tier-II and III cities that are showing rising demand for customized bottom-wear.
Additionally, The Pant Project offers free alterations and monogramming services, delivering custom-made pants within 10 days of ordering. Their sustainable business model has propelled them close to EBITDA breakeven within just two years.
Speaking about the company’s growth path, Udit Toshniwal, Co-founder & Creative Director, of The Pant Project said, “We at The Pant Project are deeply rooted to our vision of delivering topnotch personalised bottom-wear with a truly seamless user journey right from placing the order to the products, their reviews and the returns or other requests if any. Our fraternity has only been growing and we are well on track to turn the tables from people fitting into readymade pants to pants being designed according to the wearer’s unique physique.”
Dhruv Toshniwal, Founder of The Pant Project added, “The Pant Project has envisioned crossing 100 crores in annual sales by 2025 and aims to become a household name and wardrobe staple in India.”
~ With inputs from Karan Nangia for IMAGES Business of Fashion
