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The Pant Project bags Rs 109 Cr to accelerate retail expansion

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The Pant Project bags Rs 109 Cr to accelerate retail expansion

The Pant Project, a premium menswear label specialising in trousers and other bottomwear, has raised Rs 109 crore in a Series B funding round led by Mirae Asset Venture Investments.

Existing investor Sorin Investments also participated, alongside family offices and angel investors including Anisha Saraf, B&K Securities, MGA Ventures and B2V Ventures. The company has also secured venture debt from Alteria Capital, with IndigoEdge advising on the equity transaction.

Founded by brothers Dhruv and Udit Toshniwal, The Pant Project began as a digital-first business focused on fit, fabric performance and comfort for Indian men. Its products include Malai Pants and Inklock No Fade Black Jeans, and it sells through its website, Myntra, Amazon and physical stores.

Sorin partner Mandar Dandekar said revenue had grown “more than 5x” since its Series A, alongside what he described as “industry-leading repeat rates.”

The new capital will help the company expand from 25 exclusive stores to more than 150 over the next two to three years. It also plans to widen its range to jeans, athleisure, meaning clothing suited to exercise and everyday use, and casualwear, while investing in retail technology to connect online and in-store shopping.

Chief executive officer Dhruv Toshniwal said its digital beginnings had provided “the data, the product knowledge and the brand equity to now go deep offline.”

The expansion highlights a wider shift among direct-to-consumer (D2C) brands, which sell directly to customers through their own channels. A recent report by WPP Media, Google and Elevation Capital, in partnership with Kantar, said brands need broader distribution to grow from around Rs 100 crore to Rs 500 crore in revenue.


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