Founded in 2017 in Mumbai, 9shines Label was born out of a desire to bridge a gap in India’s stylish and functional nightwear and comfort wear category. quickly became a leading nighty brand in India. Since launching the brand ten years ago, Krutika Bhupta, Founder of 9shines Label has scaled 9Shines into a widely trusted D2C label with a strong presence across India and international markets.
Centred on comfort, thoughtful fabrics, and everyday wearability, 9shines is rooted in Indian living and committed to creating well-considered silhouettes designed to feel reliable, inclusive, and easy to live in.
Krutika’s entry into the world of entrepreneurship shaped by the structure and discipline of the corporate sector prior to her launching 9shines Label at the age of 26. Having worked across Hyderabad, Mumbai, and Bengaluru, she got a front row seat to India’s shifting consumer behaviours, nuanced lifestyle demands, and the evolving relationship women were developing with everyday fashion.
It was within this cross-city vantage point that a consistent white space began to emerge and she identified a clear gap in the women’s nightwear segment. The women’s nightwear segment at the time, despite its scale, remained largely polarised – oscillating between overly basic essentials and trend-driven pieces that prioritised aesthetics over wearability. Comfort was often treated as an afterthought, and functional design rarely extended beyond surface-level detailing.
Maternity-friendly adaptability, breathable fabrics, and genuinely inclusive sizing were not being addressed with the seriousness the category demanded. Recognising this unmet need became the foundation for starting 9shines Label, a brand built on combining comfort, functionality, and thoughtful design.
Commenting on the same, Krutika Bhupta, Founder of 9Shines Label, told Apparel Online India in an exclusive interview, “9shines Label was established in 2016 with a clear and focused vision, to create comfort-driven apparel for women at every stage of life. The brand began with maternity nightgowns and has gradually expanded into nightwear and comfort wear for women across age groups.”
“The inspiration came from traditional Indian nighties worn by mothers and grandmothers. As the name suggests, 9shines reflects the nine-month journey of motherhood – a deeply transformative phase where comfort is not a luxury, but a necessity. Our garments symbolize ease and familiarity and the idea was to modernize that silhouette while retaining its cultural warmth.” she added.
PRODUCT & POSITIONING
Addressing accessible pricing while investing in fabric quality and finishing, 9shines’ core product portfolio includes cotton nighties priced from ₹999 onwards, designer rayon styles starting at ₹1,299, alpine embroidered nighties ranging between ₹1,499 and ₹1,999, denim-feel cotton styles retailing from ₹1,399 onwards, housecoats beginning at ₹1,099, and kaftans positioned from ₹1,199 onwards, establishing a clear and accessible price architecture across its comfort-led categories. Besides these, the brand also offers batik print nighties, maternity & feeding nighties.
“Our primary audience includes women aged 45 and above who prioritize comfort and practicality, whilst our secondary audience comprises women aged between 28 to 45 years who shop online for themselves or purchase gifts for family members. We also have a sister brand,www.highgarden.in, designed for this segment, offering products that combine comfort with thoughtful design aligned to their lifestyle.”
“Geographically, we cater across Tier 1 and Tier 2 cities in India, with growing interest from international buyers.” Krutika highlighted.
In an increasingly saturated nightwear and comfortwear market, 9shines differentiates itself through structural clarity rather than surface level positioning. The brand’s commitment to inclusive sizing up to 7XL is not treated as an extension strategy but as a core design philosophy, with patterns engineered to ensure proportion, movement, and ease across varied body types.
Functional detailing- from practical side pockets to discreet nursing access reinforces the brand’s understanding of real-life utility. At a product level, the label adopts a fabric-first approach, prioritising breathable cottons, lightweight blends, and climate-responsive materials before aesthetic overlays are introduced. This technical foundation is further elevated through culturally resonant print stories, including batik and Jaipuri-inspired motifs, allowing the brand to balance familiarity with freshness in a category often dominated by generic surface design.
Commercially, the strength of this positioning is reflected in its nearly 50% repeat purchase rate, underscoring sustained consumer trust and product satisfaction.
Krutika Bhupta, Founder of 9shines Label
“Our differentiation rests on inclusive sizing up to 7XL, functional detailing such as pockets and nursing-friendly openings, breathable fabrics including cotton, rayon and Alpine blends, cultural print references such as batik and Jaipuri-inspired motifs, and a strong repeat purchase base.”
– Krutika Bhupta, Founder of 9Shines Label
MATERIALS, MANUFACTURING & SOURCING
Founded in 2016, 9shines is headquartered in Bengaluru, with India-based manufacturing supported by a centralised quality control system that ensures consistency across batches and categories. The team spans design, sourcing, marketing, operations and customer service enabling the brand to maintain agility while retaining oversight across product development, supply chain execution, and consumer engagement.
The brand’s core product mix is anchored in pure cotton, rayon, select satin blends, and Alpine poly-cotton compositions, with fabrics sourced through long-standing textile partnerships across India to ensure consistency in hand feel, durability, and supply reliability.
“Fabric sourcing is a mix of curated vendor partnerships and customized development. Our core base fabrics such as cotton and rayon are sourced directly from trusted Indian textile hubs who we have developed a relationship with over the years. For certain collections, we co-develop fabrics and finishes with suppliers to achieve specific softness levels, fall, and wash performance.” Krutika explained.
India’s textile ecosystem allows 9shines to source region-specific strengths. The brand regularly works with suppliers based in Jaipur for printed cottons and ethnic-inspired designs, Surat for rayon blends and flowy fabrics, Tiruppur for knit-based materials and finishing, Ahmedabad for cotton manufacturing clusters and Mumbai for trims, accessories, and specialized sourcing.
“We prioritize Indian suppliers to maintain quality oversight and supply reliability. International sourcing is limited and typically explored only when a specific fabric finish or blend is not available locally. This India-focused sourcing model also helps us retain flexibility in design iterations and reduce long production cycles.” Krutika highlighted.
“At 9shines, every fabric goes through strenuous internal quality checks before going into production. We assess color fastness, shrinkage percentage, hand feel, stitching compatibility, and post-wash behavior. The aim is to provide our customers with products that feature long-term durability along with skin comfort.” she added.
“Our primary manufacturing operations are based in India, with centralized quality checks to maintain consistency in fabric standards, stitching strength, finishing, and fit. Production clusters are strategically aligned with fabric sourcing hubs to ensure efficiency and control.”
Operationally, 9shines follows a calibrated hybrid merchandising model that balances stability with novelty that allow the brand to maintain core evergreen silhouettes that drive continuity.
Available to purchase on the official 9shines Label website https://www.9shineslabel.com/, Amazon India, Myntra and through select international shipping channels, 9shines label offers four to six structured drops annually, complemented by seasonal fabric refreshes and focused festive capsules, an approach that enables the brand to retain repeat-purchase momentum while responding strategically to cyclical demand shifts and occasion led consumption.
THE FUTURE
The brand’s next phase of growth is structured around calibrated expansion, one that is focused on strengthening international distribution channels, widening its footprint within adjacent comfort-led categories, deepening marketplace visibility, and exploring selective experiential retail touchpoints that enhance physical brand discovery without overextending operational bandwidth.
9shines is exploring digital fit guidance tools, AI-enabled customer calling systems, and AI-powered sizing recommendation engines. By reducing ambiguity around measurements and improving pre-purchase assurance, these technologies have the potential to minimise returns while reinforcing trust in an online-first environment.
On the technology front, 9shines is actively evaluating digital fit guidance tools, AI-enabled customer calling systems, and AI-powered sizing recommendation engines. For a brand operating within plus-size and maternity segments, where fit confidence directly influences conversion and repeat purchase behaviour, such integrations hold strategic value.
By reducing ambiguity around measurements and improving pre-purchase assurance, these technologies have the potential to minimise returns while reinforcing trust in an online-first environment.
BUSINESS PRACTICES FOLLOWED BY 9SHINES
9shines Label follows practical and responsible production practices tailored to the scale of our operations – Krutika Bhupta, Founder of 9Shines Label
Fabric-first durability We design for long wear cycles. Higher GSM cottons, reinforced seams, and controlled shrinkage standards extend garment life, which reduces frequent replacement.
Small-batch production Collections are produced in controlled quantities to reduce overstocking and excess waste. Bestsellers are replenished based on real demand data.
Indian manufacturing ecosystem Local sourcing reduces transportation intensity and supports regional textile economies.
Inclusive sizing Offering sizes from M to 7XL in select styles ensures accessibility and reduces exclusion in fashion.
Quality checks before dispatch Each product undergoes inspection for stitching, measurement accuracy, and finishing consistency.
Conscious packaging evolution We are steadily reducing unnecessary plastic and moving toward more minimal and recyclable packaging options where feasible.
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