Confiance Communications secures strategic communications mandate for The Pant Project

Confiance Communications, an integrated Communications firm, has been appointed as the Strategic PR partner for The Pant Project, a D2C menswear brand specialising in ready-to-wear pants for Indian body types.

Founded in 2020 by brothers Udit and Dhruv Toshniwal, The Pant Project was built around a simple observation: despite rapid innovation across fashion categories, trousers continued to follow globally standardised sizing that often failed to accommodate Indian men’s body types. Having grown up around textiles through their family's company, Banswara Syntex, the founders built a technology-enabled model that uses The Pant Project’s 1 million+ fit data points, garnered over 5 years, to deliver custom-made comfort through a ready-to-wear experience. Since its launch during the pandemic, the company has served over 10 lakh customers, grown more than 80x, and expanded to an omnichannel model with 14 exclusive brand outlets across seven cities.

Confiance Communications, founded by Bushra Ismail in 2019, has emerged as one of India's most reliable and outcome-driven PR firms over the last 7 years. The firm has an exceptional track record of catapulting the media and digital presence of close to 300 organisations in India and internationally. Confiance's clientele includes notable brands like The Quorum Club, Lenskart, Turkiye Tourism, Beyond Appliances, JetSetGo, CashKaro, Salad Days, RAS Beauty, Just Herbs, Kuku, Euronics, Libertario, Positive Moves, Granite Asia, Leo Capital, The Ocean Cleanup, Bureau, Transition VC, ProcMart, TIL Limited, PlanetSpark, Vetic, and Khyaal, among others.

Under the mandate, Confiance will work closely with The Pant Project to shape its long-term corporate narrative as it scales. The Communications strategy will focus on reframing The Pant Project from a product-first D2C brand into one of India’s most compelling consumer business stories, while consistently establishing the company at the intersection of D2C, technology, manufacturing, and consumer innovation. Alongside, the mandate will focus on translating business momentum into reputation capital, ensuring that every stage of the company’s growth is accompanied by stronger founder equity, greater investor confidence, and deeper market conviction.

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.”