Brand Suman Nathwani: Using Innovative Designs to Shape the Intimate Wear Category

Brand Suman Nathwani is on a growth spree and how! The brand has grown on the back of technology, store design and customer experience par excellence. Its inclusive designs and superior fabric quality have made it an instant hit across age groups and the brand aims to expand its retail presence to over 100 doors across India within the next 3 years...

Luxury nightwear and custom-made lingerie brand Suman Nathwani has come a long way since its humble beginnings in 1987. The eponymous brand, founded by designer Suman Nathwani with just two karigars and a home unit, has now become synonymous with exquisite nightwear and lingerie.

Today, with over 120 skilled craftsmen and a large commercial unit, Suman Nathwani supplies products to the top 30 multi-brand outlets across India.

Suman Nathwani's designs have been adorned by numerous celebrities, including Bollywood superstar Amitabh Bachchan, John Abraham, Bipasha Basu, Katrina Kaif, Eesha Gupta, and Shraddha Kapoor, among others.

USP & DIFFERENTIATION

So, what makes the brand different from so many others in the same line? For starters, its diverse range of products like nighties, nightsuits, co-ord sets, aligning with changing preferences of the younger generation, customized bridal nightwear - all catering to individual preferences and sizes.

"Over the years, we have observed a shift in consumer preferences. Initially, nighties were the highest-selling products, but since 2014, there has been a significant surge in the demand for night suits. The pandemic accelerated the preference for comfortable wear, and consumers now predominantly choose nightsuits over nighties," explains Suman Nathwani, Founder.

The size-inclusive brand offers unique products like hand-embroidered swimwear and comfortable resort wear all of which abide by the brand code of limited designs, exceptional fabric quality and longevity.

Suman Nathway.

An Entrepreneurial Journey of Note