DIGITAL CUSTOMISED TAILORING SOLUTION

Two brothers, Dhruv Toshniwal and Udit Toshniwal, who hailed from a family with an experience of 45 years in the textile industry, founded The Pant Project to cater customised fashion. The idea to launch the brand online was a result of the pandemic as physical retail stores were closing down. We saw this as an opportunity to leverage the power of the internet to digitize the traditional tailoring experience and offer never-seenbefore levels of service, the brothers shared.

- Karan Nangia

According to a report by Technavio, the custom apparel market is estimated to grow at a CAGR of 7.22% between 2022 and 2027. The size of the global market is forecast to increase by $1,790.48 million. The growth of the market depends on several factors, including the rise in internet penetration, increased smartphone adoption and the growing use of customised t-shirts as a branding tool.

India, too, is considered a big market for personalized or customised fashion. According to some reports, the total size of the market for personalised merchandise is 110 million consumers. 40 million are corporate employees at mid and senior levels, 50 million are middle class and 20 million are college students. India is a home to several customised apparel brands like Bombay Shirt Company, Creyate, SS Hommme, Raymond MTM (Made to Measure), etc.

In this backdrop, two brothers, Dhruv Toshniwal and Udit Toshniwal, who hailed from a family with an experience of 45 years in the textile industry, founded The Pant Project. Dhruv, who received finance training at Wharton, spearheads the business side, while Udit, who studied at The School of the Art Institute of Chicago, leads the creative team of the brand.

The beginning

On how this idea was conceived, Dhruv, CEO, of The Pant Project stated that project was launched after a year of market research in October 2020.

According to him, India lacks a world-class digital solution for custom tailoring and the brand was seen as a solution to custom-made pants for men and women. "The idea to launch the brand online was a result of the pandemic as physical retail stores were closing down.