New Delhi: Confiance Communications has been appointed as the strategic communications partner for direct-to-consumer (D2C) menswear brand The Pant Project, as the company looks to strengthen its corporate narrative and brand positioning amid its next phase of growth.
Under the mandate, Confiance Communications will lead strategic public relations and corporate communications for The Pant Project, focusing on enhancing the brand’s visibility across the business, consumer and investor ecosystems.
Founded in 2020 by brothers Udit and Dhruv Toshniwal, The Pant Project specialises in ready-to-wear trousers designed for Indian body types. The company has built a technology-enabled model backed by more than one million fit data points collected over five years to deliver customised comfort through a ready-to-wear experience.
Since its launch during the pandemic, the company said it has served over one million customers, expanded more than 80-fold and established an omnichannel presence with 14 exclusive brand outlets across seven cities.
As part of the engagement, Confiance Communications will work with the company to reposition The Pant Project from a product-led D2C brand to a broader consumer business story spanning technology, manufacturing and innovation. The communications strategy will also focus on strengthening founder visibility, enhancing investor confidence and building long-term brand reputation.
Confiance Communications, founded by Bushra Ismail in 2019, provides integrated communications and public relations services to companies across consumer, technology, venture capital and lifestyle sectors.
Commenting on the partnership, Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said, “The Pant Project has built a business by solving a problem that most men simply accepted as normal. What makes the brand interesting is that it has approached this challenge with a strong product philosophy, deep manufacturing expertise, and technology. Our focus will be on bringing these strengths to the forefront while supporting the company’s next phase of growth.”
Udit Toshniwal, Founder & Creative Director of The Pant Project, added, “We’ve always believed that if you solve a real problem well enough, the business follows. That’s how The Pant Project started, and that’s how we’ve continued to build the company. As we enter our next phase of growth, we’re looking forward to working with Confiance to tell our story more consistently across the business and consumer ecosystems.”
