We don’t change the nightie’s purpose, only how it feels and looks
Founded with the belief that everyday clothing deserves as much respect as occasion wear, 9shines Label is an Indian comfort-wear brand dedicated to elevating the nightie. Rooted in Indian climate, culture, and women’s lived realities, the brand focuses on gentle fabrics, inclusive fits, and thoughtful details that support women through daily life, pregnancy, and postpartum stages.
In an interview with Fibre2Fashion, Founder Krutika Bhupta highlights how her brand is reimagining the nightie with intention, inclusivity, and care and is reshaping how comfort wear, maternity, and postpartum clothing are valued in India and beyond.
What personal gap in the market led to the birth of 9shines Label?
The gap was never about fashion trends. It was about dignity, comfort, and realism. For decades, the Indian nightie has carried women through households, pregnancies, heat, work, and exhaustion, yet it has remained overlooked by modern design. Often treated as the poor cousin to proper or occasion wear, it has rarely received the attention it deserves.
There has been little understanding of how Indian women truly live at home. 9shines emerged from the belief that this everyday garment should be designed with respect, care, and intention.
When we observe the lives of Indian women, we see strength, responsibility, and long days that begin early and end late. Yet the clothing made for women at home has largely been ignored. The nightie is worn more than any other garment, but it has never been designed with the same thoughtfulness or dignity as outerwear.
9shines was born from this gap. Women deserve comfort, ease, and style in what they wear every single day.
How do you balance modern design sensibilities with the traditional legacy of nighties that Indian women have relied on for generations?
The nightie already works. It allows freedom, airflow, and ease, making it perfectly suited to our climate, homes, and daily routines. We do not attempt to change its purpose; instead, we focus on enhancing how it feels and how it looks.
Through small but thoughtful design choices, improved fabrics, and cleaner finishes, we elevate a familiar garment without disrupting what women already trust. Its legacy remains intact because it is practical, comfortable, and dependable. Design simply brings intention and care to something that has always worked.
Comfort is central to 9 shines Label. What design and fabric considerations go into creating nighties for pregnancy and postpartum use?
We choose fabrics that remain gentle across different life stages and situations. Pregnancy and early motherhood are physically demanding; the body is tired, sensitive, and constantly changing. Clothing during this phase must feel forgiving, soft, and supportive rather than restrictive. That is why we work with breathable fabrics and relaxed cuts that allow ease of movement throughout the day and night.
Thoughtful details matter just as much as fabric choice. Functional openings for feeding, lightweight construction, and easy silhouettes help women focus on recovery and caregiving, not discomfort.
During our market research, we noticed that many feeding gowns place a bare zip directly against the skin, which can feel itchy, irritating, or even painful. We addressed this by adding fabric backing behind the zip: an extra layer of care that may seem small but makes a significant difference in everyday comfort.
How do you ensure your nighties remain functional beyond maternity and suitable for everyday wear?
Indian women do not want clothes with an expiry date. Our nighties are designed to blend into daily life. They do not announce maternity. They work for sleep, household routines, rest, and recovery. The same garment fits into many stages because comfort does not belong to one phase alone.
We avoid overly medical or maternity-specific styling. That way the garment continues to make sense as regular nightwear or relaxed homewear long after the postpartum phase.
Inclusivity is a key brand pillar. How do you approach fit and sizing to cater to women of all body types?
The nightie has always been one of the most democratic garments in India, and we build on that truth. Fit is guided by movement, airflow, and ease rather than rigid measurements or restrictive sizing norms.
We test proportions on real bodies and refine them based on how women live at home: how they sit, sleep, bend, stretch, and move through their day. The goal is comfort that feels natural and intuitive, not corrective or engineered.
Every detail is considered, right down to the smallest elements, such as the ideal spacing between buttons. These seemingly minor choices play a crucial role in ensuring ease, functionality, and everyday comfort.
How does sustainability or conscious design feature in your production process?
Longevity is at the heart of everything we do. We believe a single, well-made nightie that lasts for years is far more impactful than a cycle of seasonal consumption.
By prioritising premium fabric quality, timeless silhouettes, and manufacturing, we create pieces that endure.
To ensure responsible production, we launch in small batches, scaling our designs only when we know they have a permanent place in your wardrobe.
What has been the biggest challenge in scaling an emerging fashion label in India?
The biggest challenge has been shifting mindsets. Homewear is often dismissed as unimportant, even though women spend most of their lives in it. When I tell people that I am building a business around nighties, the response is usually lukewarm. Nightwear is treated as invisible clothing, which is worn every day, yet rarely respected.
Convincing both customers and platforms that comfort wear deserves thoughtful design, fair pricing, and a strong brand narrative has required patience and consistent effort. This is a category that has long been overlooked, with little historical data, limited research, and minimal product innovation. Skilled craftsmanship in this space is also gradually disappearing.
We have had to rely heavily on technology and firsthand insights to truly understand nightwear, operating in a segment many still mentally place at the back of a cupboard rather than at the centre of design thinking. Challenging that perception has been the hardest task.
By introducing designs like Raat Rani and incorporating fabrics such as denim, chikankari, and batik into nightwear while remaining rooted in Indian tradition and inclusivity; we are actively questioning and reshaping long-held assumptions about what nightwear can be.
What is your long-term vision for 9shines Label in India and globally?
In India, 9shines should become a name women trust for everyday comfort. Globally, the aim is to present the Indian nightie as a practical response to climate, culture, and daily life.
We are already seeing strong interest from markets such as UAE, Germany, Australia, Canada, and the United States, and in 2026 we will focus deliberately on serving these audiences.
Growth will remain steady and grounded, guided by women’s needs rather than short-lived trends.
What kind of impact do you hope 9shines Label will have on how women experience pregnancy and postpartum life?
I hope women feel supported in small, daily ways. When clothing feels easy, it removes one burden from an already heavy phase of life.
Comfort at home helps women rest better, recover better, and feel more at ease in their own bodies.
How does listening closely to women’s lived experiences give emerging brands an edge over traditional apparel players?
Women know what works because they live it every day. When brands listen carefully, they learn faster and design better. This closeness to real life allows emerging brands to respond with honesty and relevance, rather than assumptions.
How do you see the role of maternity and comfort wear evolving in India’s fashion landscape?
Comfort wear is finally gaining the visibility it deserves. Women are increasingly asking for clothing that respects their bodies, acknowledges their work at home, and supports their need for rest.
Maternity wear will continue to merge seamlessly with everyday clothing rather than exist as a separate category. The future lies in garments that adapt to women’s lives, not the other way around.
