How This Trousers Brand Is Making Fit The Real Differentiator
•February 19, 2026
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Companies Mentioned
Why It Matters
By turning fit into a scalable product attribute, The Pant Project is redefining value in India’s $4 bn bottom‑wear market and setting a template for data‑driven apparel brands.
Key Takeaways
- •Engineered-fit trousers solve Indian body shape mismatch.
- •Revenue grew 28% YoY, ₹39.43 Cr FY25.
- •60% sales D2C, 14 offline stores now.
- •300+ SKUs span formal, casual, lifestyle categories.
- •Plans 25 stores, GCC entry by FY28.
Pulse Analysis
India’s bottom‑wear segment has crossed the $4 billion threshold, yet men’s trousers remain plagued by poor stretch, inconsistent sizing, and a reliance on costly tailoring. Consumers are increasingly willing to pay a premium for garments that fit their unique physique, a trend amplified by the rise of remote work and casual office attire. The Pant Project seized this gap by embedding fit into the product through proprietary pattern engineering, allowing it to offer ready‑to‑wear pants that rival bespoke tailoring in comfort and silhouette.
The company’s hybrid model blends a strong D2C digital presence with a growing offline footprint. By keeping 60% of revenue on its website and leveraging 14 brand stores, it balances scale with personalized service. Small‑batch production in Rajasthan and Maharashtra, coupled with partnerships with over ten fabric vendors, ensures quality control while supporting rapid SKU expansion—now over 300 styles ranging from formal to athleisure. Financially, the brand posted a 28% year‑on‑year revenue increase to ₹39.43 cr in FY25 and accelerated to ₹60 cr by December 2025, forecasting ₹80 cr for FY26, underscoring the commercial viability of engineered fit.
Looking forward, The Pant Project’s next growth phase targets deeper offline penetration, aiming for 25 stores within 18 months and a longer‑term goal of 50 locations, including selective entry into GCC markets to serve the Indian diaspora. This expansion not only diversifies distribution channels but also reinforces the brand’s ambition to become India’s most trusted men’s bottom‑wear label. Its success signals a broader industry shift toward fit‑first product development, encouraging established players to invest in pattern technology and data‑driven sizing solutions.
How This Trousers Brand Is Making Fit The Real Differentiator
When Dhruv Toshniwal returned to India after studying in the US, one gap stood out: men’s fashion had plenty of buzzy labels, but very few trousers that fit Indian body types well.
This gap persisted even as the bottomwear market in India exceeded $4 Bn, with consumers demanding customised, high-quality apparel. Shirts, casual wear and footwear have evolved, but trousers have seen little innovation, poor stretch and inconsistent sizing. As a result, most men choose between buying off-the-rack products and paying for alterations or investing extra time and money in custom tailoring.
Dhruv and his brother, Udit Toshniwal, set up The Pant Project to challenge the status quo. Instead of treating trousers as a generic basics category, the brand focused on fit-led bottomwear that combines tailored silhouettes with better fabrics and modern design, without the cost and friction of traditional tailoring. The aim: make well-fitting pants accessible, consistent and stylish.
While the brand began with men’s trousers, its philosophy of engineered fits and fabric-led design has since been applied to the women’s category.
Pattern Engineering As The Core Advantage
At the core of the Pant Project is its engineered-fit approach. Instead of relying on post-purchase alterations, the brand builds fit into the product itself through in-house pattern engineering, fit testing and consistent sizing.
Manufacturing is done in Rajasthan and Maharashtra, using fabrics from established Indian mills. Each item undergoes small-batch production to ensure quality control, with durability and stretch tested before scaling up.
This approach enables the brand to prioritise fabric innovation, stretch blends and long-term wear over seasonal trends. It also strengthened its position through content-driven storytelling, fit guarantees, easy alterations, and in-house quality checks while working with 10+ vendors across India.
The brand’s portfolio has expanded to 300+ SKUs, including semi-formal, smart casual, and lifestyle bottoms. Hero products, such as engineered formal pants and power stretch pants, are driving repeat demand and customer growth.
From Made-To-Measure To Ready-To-Wear Scale
The Pant Project started as a customised, made-to-measure brand, but gradually shifted to ready-to-wear engineered fits to unlock faster scale. This helped the brand move from a purely product-led D2C play to a broader omnichannel play, translating into steady financial momentum.
The brand is now operating at scale across channels. It has built an offline footprint of 14 stores while keeping the D2C website as its primary engine — 60% of sales come from the site, with 15% from exclusive brand stores and the rest from marketplaces and other channels.
In October 2025, monthly website sales crossed ₹5 Cr, and it also emerged as the top formal pants brand on Amazon India.
Financially, revenue grew 28% YoY to ₹39.43 Cr in FY25. That momentum has carried into FY26: by December 2025, the brand had already clocked ₹60 Cr and is forecasting ₹80 Cr for the full year.
Growing Offline Is The Next Bet
In the next 12-18 months, The Pant Project will deepen its offline presence by expanding to 25 stores and launching adjacent categories within men’s bottomwear, including denims, athleisure, travel pants and casual wear.
By FY28, it aims to become India’s most trusted men’s bottomwear brand, supported by brand-building and consistent customer wins. The offline expansion is expected to reach 50 stores, with selective international expansion into GCC markets to cater to Indian consumers abroad.
Authored By Anirudh Trivedi
The post How This Trousers Brand Is Making Fit The Real Differentiator appeared first on Inc42 Media.
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