At the pulse of Bandra, Mumbai, a sartorial revolution is underway as The Pant Project, a pioneering digital-native brand, makes its foray into the tangible realm of brick-and-mortar retail. In an exclusive tête-à-tête, Dhruv Toshniwal, the Founder and CEO, graciously granted us insight into the avant-garde features of their inaugural offline establishment. The conversation, skillfully curated by Gurbir Singh Gulati, Editor-in-Chief and (Online) Publisher of  www.infashionbusiness.com (IFAB MEDIA), promises to unveil a narrative that transcends conventional retail norms. Join us as we delve into the intersection of innovation, craftsmanship, and the future of bottomwear fashion.

Distinctive Store Introduction:

As a new entrant into the physical retail space, could you introduce The Pant Project's store, emphasizing its unique features and what customers can expect?

The Pant Project, founded in October 2020 as a digital-native brand, has now expanded into the physical realm with our inaugural offline store in Bandra, Mumbai, after three successful years online. Our store is an experiential hub where customers can interact with our extensive collection of 250 plus bottom wear styles for both men and women. We provide a range of custom-made and ready-to-wear pants suitable for all occasions, including formals, power stretch, cotton chinos, wools, linens, jeans, cargos, joggers, and shorts. At our store, customers have the opportunity to try on sample pants, determining their preferred fit among options like slim, tapered, and relaxed. We offer various rises; high, mid, and low and advanced customization, such as complimentary monogramming with initials. Our commitment extends to free alterations and a swift turnaround time for our Mumbai-based customers. The store boasts a minimalistic and clean design, reflecting our brand ethos of delivering the highest quality products with exemplary service. Our warm and knowledgeable staff guides customers through our product range, ensuring they find the perfect pair of pants in a stress-free, clutter-free environment.

Innovative In-Store Experience:

What innovative elements have been incorporated into the in-store experience to captivate customers and distinguish The Pant Project from traditional retail?

Our in-store experience revolves around highlighting our product as the hero of our brand. Distinguishing us from traditional retailers who often face stock shortages, our store offers both ready-to-wear and custom-made options. If a customer fancies a pair of pants, they are guaranteed to receive them in their size within a maximum period of 10 days, coupled with free home delivery. Additionally, our store enables customers to test various features of our products, such as our all-weather essentials pants. These showcase a "spray me" tag, allowing customers to witness water trickling off effortlessly, emphasizing their water-repellent and stain-resistant properties.

Seamless Online-to-Offline Transition:

Transitioning from an e-tailor to a physical store is a significant move. How does The Pant Project plan to seamlessly integrate its online custom-made approach with the physical store experience?

The Pant Project, rooted in its identity as a digital-native and tech-first brand, ensures a seamless in-store experience. Unlike traditional retail checkout processes with a billing counter and desk, our store boasts a checkout process where our customer service executives assist customers in checking out online through their phones, iPads, or laptops. This involves creating a digital account linked to one's phone number and email ID, storing measurements for easy one-click reordering.

Fresh Perspectives on "Made in India":

As a young brand representing "Made in India" in the bottomwear segment, what fresh perspectives does The Pant Project bring to showcase the country's craftsmanship while embracing global fashion sensibilities?

The Pant Project proudly positions itself as a "Made in India" brand, sourcing raw materials from the highest quality Indian suppliers and collaborating with local tailors and artisans to craft premium bottomwear. Our commitment to sustainability is reflected in our use of eco-friendly raw materials like recycled polyester from PET bottles, BCI certified organic cotton, LIVA eco viscose, and mulesing-free wool. All our factories are WRAP platinum, SEDEX, or equivalent certified, with our tailors extensively trained to produce garments of the highest quality. We employ plastic-free packaging and invest in solar power and renewable energy for our manufacturing units, aiming to showcase India as a global hub for top-tier brands built on domestic talent.

Strategic Offline-Exclusive Offerings:

Are there strategic plans to introduce exclusive offline offerings or experiences that set the physical store apart from the online platform?

Currently, we're initiating small-scale offline experiments, gradually expanding our pan-India presence as we better understand customer interactions in the offline space. The prospect of customers physically engaging with our products is exhilarating. With insights gained from our initial offline stores, we will determine whether exclusive offerings for offline or seamless integration with online platforms best align with our brand direction.Localized Retail Approach:

Considering the newness of the store, how does The Pant Project plan to cater to the specific tastes and preferences of the local demographic in its retail strategy?

Our online success has already garnered confidence from a substantial client base, providing us a competitive edge in terms of product appeal. Our product range features global colors dominating men's bottom wear, such as navy, black, grey, khaki, and olive. Simultaneously, we've introduced subtle hues and pastel tones, especially in products like our cotton stretch chinos, catering to the Indian climate and body tone. While we currently lack sufficient stores to personalize products for each geography, our online experience has indicated regional preferences, guiding our strategy. The Pant Project remains committed to embodying timeless fashion and maintaining a clean and classic style.

Innovative Packaging Presentation:

Given the emphasis on minimalistic yet impressive packaging, how will this be presented in the physical store, ensuring it aligns with the overall innovative theme?

Our packaging design emphasizes simplicity and cleanliness, showcasing signature elements such as our brackets [P], symbolizing our redefinition of the pants category. We use plastic-free packaging and provide customers with a complimentary measuring tape with in-store orders. For the first month, we're offering free Pant Project diaries with every in-store purchase, adding a thoughtful touch to our innovative packaging presentation.

Retail Graph:

What are your plans for retail expansion? How many more stores are you planning in the next 2-3 years, and what are its geographical locations?

With a customer base exceeding 200,000 across India, our pan-India expansion will evolve based on customer interactions in the offline space. Initially targeting metro cities like Delhi, Hyderabad, Chennai, Pune, and others, where customer density is high, we plan to subsequently enter Tier II cities. Believing in the immense potential of omnichannel retail in India, our growth will be aggressive once we refine the storefront operating model and enhance the customer experience.

Growth Scale:

What's your turnover currently, and what are your growth aspirations for the next 3 years?

The Pant Project, launched in 2020, has witnessed consistent growth, increasing from ₹1 crore in FY21 to 7 crores in FY22 and 16 crores in FY23, on track to double in FY24. Our target is a revenue growth of ₹100 crore by FY26, aiming to become a household name and a staple in Indian wardrobes for pants.

In conclusion, The Pant Project's debut into physical retail signifies a groundbreaking evolution in the world of fashion. With a focus on innovation, sustainability, and a seamless blend of online and offline experiences, the brand is poised to redefine bottomwear fashion in India. Founder and CEO Dhruv Toshniwal's insights, shared exclusively with www.infashionbusiness.com, offer a glimpse into the avant-garde features of their offline store. The Pant Project's commitment to quality, customization, and a sustainable ethos positions it as a frontrunner in shaping the future of Indian fashion.