India’s fast-growing D2C fashion and lifestyle ecosystem is witnessing another major growth story as The Pant Project accelerates its omnichannel retail expansion with plans to scale to 120–150 stores over the next three years. Founded in 2020 by brothers Dhruv Toshniwal and Udit Toshniwal, the menswear-focused D2C brand is building a specialized position in India’s premium bottom-wear category by combining comfort, functionality, and Indian-fit innovation.
At a time when several D2C brands India are building broad lifestyle portfolios, The Pant Project chose to focus entirely on one category — pants. The company currently operates across formal trousers, chinos, jeans, cargos, shorts, casual wear, and athleisure, positioning itself as a category-first brand within India’s rapidly evolving Direct-to-consumer India fashion ecosystem.
According to founder and creative director Udit Toshniwal, the company identified a major market gap where most apparel brands focused heavily on top wear while limited attention was being given to innovation in bottom wear. That insight became the foundation for The Pant Project’s long-term D2C business model India strategy.
Initially launched as a custom-made menswear business, the company remained bootstrapped for nearly four years before receiving investment from Sorin Investments in 2024. The funding marked a major turning point for the startup as it transitioned aggressively into ready-to-wear apparel and accelerated offline expansion plans.
Today, The Pant Project has 15 stores across cities including Mumbai, Bengaluru, Hyderabad, Chennai, Kochi, Chandigarh, Ahmedabad, and Indore. The company opened its first physical retail store in Bandra in 2024 and has since scaled rapidly through an omnichannel D2C strategy that integrates ecommerce, offline retail, customer data analytics, and high-street discovery.
The brand plans to add 15 more stores next year, taking the total count to nearly 30 before scaling to 60 and eventually 120–150 stores over the next three years. The expansion reflects larger D2C market trends 2025, where digitally native fashion brands are increasingly investing in physical retail to strengthen consumer engagement and long-term brand building.
The Pant Project uses online consumer data and pin-code level demand analysis to determine store expansion opportunities. Its retail strategy follows a hub-and-cluster approach focused on major urban markets such as Mumbai, Bengaluru, Hyderabad, and Gurgaon while simultaneously building flagship stores across fast-growing Tier II cities including Ahmedabad, Jaipur, Chennai, Indore, and Kochi.
Within Indian D2C updates and D2C industry news conversations, the company’s growth highlights rising demand for premium yet functional menswear designed specifically for Indian consumers. Unlike several international apparel brands, The Pant Project focuses heavily on Indian body structures, offering fits tailored for local consumers, including specific belly cuts and narrower leg fits.
Product innovation has become another major differentiator for the company. Its portfolio includes products such as Power Stretch formals, Influx Black jeans, Malai trousers, and upcoming thermoregulating pants designed for hot Indian weather conditions. The company is also launching pleated trousers and Tokyo Trousers inspired by insights around Indian body proportions and fit preferences.
Currently, nearly 80% of the brand’s revenue comes from online channels, with around 55–60% generated through its own website and another 25% through marketplaces. Offline retail currently contributes nearly 15–20% of total revenue, though the company aims to increase that contribution to approximately 40% over the next few years.
The company also highlighted growing purchasing power and brand loyalty emerging across Tier II and Tier III cities. According to Toshniwal, customers in cities such as Indore and Kochi are increasingly spending between Rs 5,000–Rs 10,000 per shopping visit, reflecting changing D2C consumer behavior India and rising aspirations across non-metro markets.
As India’s D2C ecosystem continues expanding rapidly across premium apparel, fashion, and lifestyle categories, The Pant Project is positioning itself as one of the fastest-growing D2C brands India focused on category specialization, omnichannel retail, and functional product innovation. The company ultimately aims to build a Rs 1,000 crore brand within the next five years as India’s premium menswear market continues scaling aggressively.
