We have made price affordability our #1 priority
Ammarzo is a Mumbai-based D2C luxury sleepwear brand founded by actress and entrepreneur Chahatt Khanna. Born out of a personal need and a clear gap in the Indian market, Ammarzo offers premium, stylish, and health-conscious sleepwear crafted from natural, cruelty-free fabrics. With a mission to redefine nightwear as a meaningful lifestyle choice, the brand blends comfort, elegance, and sustainability to meet the evolving expectations of modern Indian consumers. In this exclusive conversation with Fibre2Fashion, Chahatt Khanna shares her journey, insights into the ethical fashion landscape, and her vision for Ammarzo as a catalyst for conscious living and responsible fashion.
Sustainable fashion has moved from niche to mainstream in recent years. How do you see consumer expectations evolving in this space, and how is the industry adapting?
The consumers are becoming increasingly aware, especially Gen Z, who already ask the correct questions, read labels, and are concerned with what their money does to the world. Yet, there is a long way to go. There are still a lot of people who prioritise fast, cheap fashion. The sector is in a special position, between the pressure for low prices and increasing calls for ethical considerations. Brands need to strike a balance between educating consumers and delivering value. The future is in mindful living, where each decision—what you wear, what you eat, and what you consume—is significant. Ammarzo is dedicated to leading this revolution by promoting awareness and responsibility in fashion.
What, according to you, are the key barriers preventing wider adoption of ethical and sustainable fashion practices?
Price and awareness are the two main barriers to the widespread adoption of sustainable fashion. Many consumers are still driven by low-cost, quick solutions and often fail to recognise the value behind ethically sourced materials, superior quality, and cruelty-free production. The fast-fashion industry has conditioned people to expect easy returns and constant newness, making it challenging for D2C brands like ours to break through. This creates a cycle where brands continue to feed the demand, and consumers come to expect it. At Ammarzo, we aim to disrupt this cycle—not only by offering fashion-forward, sustainable choices but also by sparking conversations that encourage informed and mindful purchasing.
What steps should brands take to ensure transparency and authenticity in their sustainability claims?
Hyperbole only serves to erode credibility. At Ammarzo, we do not claim to be 100 per cent organic or fully sustainable—instead, we are transparent about using natural materials, avoiding polyester, and ensuring cruelty-free production. This is our truth. Brands should be honest about their materials, who makes their garments, and what truly happens behind the scenes. Today’s consumers are better informed and can easily spot exaggerated marketing. Genuine transparency builds trust. It is far better to openly admit you are on a journey than to falsely present yourself as flawless. Sustainability is an ongoing process, not a badge of honour. Authenticity is what will ultimately drive lasting change.
Technology—from biodegradable fabrics to blockchain for supply chain traceability—is playing a bigger role in ethical fashion. Which innovations do you think will shape the future of this industry?
Technology and sustainability must go hand in hand to shape the future of fashion. Innovations such as biodegradable materials, waterless dyeing, and blockchain-based traceability are essential for making the industry more ethical. At Ammarzo, we are also exploring alternative fabrics like banana and aloe vera—materials that feel good and are environmentally responsible. Moreover, leveraging technology to ethically trace production and minimise waste will be a significant step forward. But innovation should not exist for its own sake—it must be conscious and purposeful. True innovation begins with understanding the ‘why’. Ultimately, conscious living will define the future of fashion.
The fashion industry is often criticised for its environmental footprint. In your view, what systemic changes—be it policy, production models, or consumer behaviour—are necessary for meaningful transformation?
The fashion industry needs a complete overhaul. Policies must be introduced to regulate fabric usage, restrict harmful materials like polyester, and encourage sustainable sourcing practices. Production models should shift from prioritising volume to focusing on purpose and durability. However, the most crucial change must come from consumers—they need to view fashion as something to take pride in, not something disposable. It is not just brands and consumers—the cycle of exploitation also involves buyers. Someone has to take the first step in breaking this cycle, and at Ammarzo, we are committed to doing just that.
What inspired you to turn your personal habit of buying sleepwear abroad into a business idea in India?
Every time I went abroad, I was attracted to lovely, soft sleepwear made from gorgeous, natural fabrics. The range, the style, and the care for comfort were unparalleled. However, in India, the choices were very limited—usually simple nighties or cotton suits, and sometimes nothing fashionable or luxurious. That difference hit me; nightwear here was not considered something one should spend money on, and I wanted to change that. I asked myself, ‘why can’t it be me?’ ‘Why can’t it be now?’. That became a spark and turned into a serious business idea, Ammarzo, a company to provide Indian women nightwear that feels as great as it looks—mindful, trendy, and relaxed.
Why do you think sleepwear has been an overlooked category in the Indian market?
Sleepwear is overlooked in India, and everyone sleeps in tattered clothing or old-fashioned, faded suits, believing that it does not matter because no one is going to find out. We spend almost a third of our lifetime sleeping, and the clothing we wear for those 7-9 hours plays a big role in our comfort, skin, and well-being. However, sadly, no one is aware of this, and as a consequence, the market has not developed to fill this necessary demand. We at Ammarzo believe that sleepwear is a part of self-care. We aim to revolutionise how individuals feel during their most peaceful, intimate times.
Can you share some insights from your data research that highlighted the gap in the luxury sleepwear segment in India?
Our research found a high search volume for phrases such as ‘romantic nightwear for women’, which showed definite consumer interest. Yet, the majority of options available were polyester-based or cheap imports, mainly from China. This pointed to a huge gap in the market—there was clear demand, but a total lack of homegrown, luxury sleepwear using natural materials. Further study into consumer habits indicated a dearth of understanding of the significance of spending on high-quality sleepwear. It was this finding that led our approach—Ammarzo was not about designing a product and launching it but learning about customers and getting individuals attuned to comfortable, sustainably produced, responsibly made nightwear.
How did your research into natural fabrics influence the direction of your brand?
While conducting research on fabrics, I learned how long-term our bodies are impacted by synthetic fabrics, particularly polyester, when we sleep. Spending 7-9 hours in petroleum-based fabrics can not only impact our physical comfort but also our skin and energy level. Learning this, I made the choice that Ammarzo would not utilise polyester or any petroleum-based products. Instead, we use natural materials such as modal satin, cotton, and schiffli that are breathable, skin-friendly, and much more sustainable. While not all are certified organic, they are thoughtful substitutions. This fabric-first philosophy underlies Ammarzo’s product philosophy.
Ammarzo claims to be 100 per cent vegan and cruelty-free. What were some of the challenges in sourcing ethical materials while maintaining fashion-forward aesthetics?
Avoiding polyester was deliberate, but excluding silk was even harder, especially since silk is so heavily associated with luxury in the mind of consumers. But being true to our cruelty-free philosophy was not negotiable. In order to achieve the same lavish touch without the moral conflict, we used modal satin, a natural material with a lavish hand-feel. Supplying it was a task in itself—from sourcing the right suppliers to mastering the printing technique and maintaining consistent quality throughout. It took six months to get the texture just right. Achieving the balance between style-forward fashion and ethical sourcing was difficult, but we never faltered.
In what ways does Ammarzo actively contribute to women empowerment and child education, as mentioned in your social responsibility mission?
We have set aside five per cent of profit for a new fund created by the Ammarzo Foundation Fund that focuses on helping and supporting women and children with an emphasis on education and skill development. This is not just a CSR strategy but a fundamental part of our long-term strategy and vision. We will start small, but we are passionate about what we are doing and want to make a positive impact. Our purpose is to empower women to be self-reliant and to provide better educational opportunities for their children. For us, giving back to the community is not an afterthought or marketing strategy; it is part of the brand’s DNA.
Your collections blend modern silhouettes with a minimal yet bold aesthetic. What drives your design decisions, and how do you ensure they align with your ethical values?
At Ammarzo, we are a data-driven brand, so our designs are not intuitive but based on careful analysis of consumer demand and behaviour patterns. Our designers work within the limitations of natural fibres, which can sometimes be more restrictive than synthetics. But we feel these restrictions breed creativity. We focus on clever cuts, clean silhouettes, and restrained boldness by subtle detailing in order to achieve elegance and usability. Each piece is rigorously tested to ensure it meets our high standards with regard to beauty, sustainability, and ethics. Our goal is to deliver style in harmony with the planet and the individual.
Could you walk us through your product development cycle—from concept to final garment—especially focusing on sustainable practices?
Our process of product development at Ammarzo starts off with a data-driven process of identifying trends, consumer requirements, and the availability of fabrics. When we decide the direction of design, the staff works together to pin down silhouettes. The next essential step is selecting the right fabric. particularly if it is such a difficult fabric to find, like modal satin, which you have to custom-order. Printing on this material presents extra problems. Following the sourcing, we move on to sampling and rigorous testing, where I myself inspect the hand feel and general comfort of every piece. Our launch took 14 months because of our focus on quality. Our factory in Jaipur operates in line with our philosophy, ensuring zero use of polyester across all our collections.
As a direct-to-consumer brand, how has Ammarzo built a community of conscious consumers, and what kind of feedback has shaped your journey so far?
At Ammarzo, we are focused on building a community, not just a customer base. Our target audience spans both Gen Z, who are already well-versed in sustainability, and women over 30, who may need more education on its importance. The feedback we have received has been incredible—many customers share that they never want to take off our sleepwear! This speaks volumes about the product’s quality and comfort. Though PR is involved, we focus more on word of mouth and true storytelling. It is not buzz; it is offering a product that actually amplifies the loveliness of donning Ammarzo.
What have been some of the biggest challenges in building awareness for a new category like luxury sleepwear in India?
One of the biggest challenges has been changing consumer attitudes. In India, nightwear is not generally considered an investment category to spend money on—most will wear old T-shirts or general wear at night. Changing consumer behaviour to invest in high-quality, breathable nightwear requires repeated storytelling and activation. Also, being a D2C brand, we have high return rates, mostly because of the fast fashion culture where the products are used as disposables. But we strongly believe that conscious creation will result in conscious consumption. It is a tough cycle to break, but one that needs to be broken for long-term change.
What strategies have you used to stand out in the highly competitive sustainable space, especially among Gen Z and millennial shoppers?
At Ammarzo, we have made price affordability our #1 priority, particularly for Gen Z. With an average order value starting at ₹1,800, we want anyone to have the opportunity to own one high-quality, beautiful piece of sleepwear. We are 100 per cent committed to honesty and transparency, with no place for greenwashing. We are not 100 per cent organic, but we only use ingredients that are fully natural and cruelty-free, and we are proud of that distinction. Gen Z wants authenticity, and we want to provide that. Our designs are minimal, elegant, and Instagrammable, but at the same time, focused on comfort. We are not just selling sleepwear; we are creating a lifestyle and a vibe that our customers can relate to.
Do you see Ammarzo expanding into new categories like accessories, menswear, or international markets in the near future?
International growth is definitely in the pipeline—perhaps this year. We have not thought of diversifying into accessories and menswear. In the future, we would like to see an ecosystem of conscious comfort being developed beyond sleeping attire. Though each step is carefully considered, it will also be data-oriented and in step with our essence and brand values. We are not seeking to grow just for growth’s sake. Each category we move into will be carefully analysed to determine whether or not it makes sense for us in terms of our mission and what a new category would contribute to the grand scheme.
Lastly, what is your long-term vision for Ammarzo—both in terms of impact and innovation in the fashion industry?
I do not like to refer to it as a ‘revolution’ because the term has been used too loosely, but I do hope that Ammarzo becomes history. Our goal is to raise awareness and encourage consumers to question what they wear, where it comes from, and who creates it. Innovation for us will be fuelled through technology on fabrics, supply chain functions, and continued education. We are more than a sleepwear company—we are a movement towards conscious comfort. Our mission is constant evolution. If you are not growing, then you are stagnating. This is just the beginning, and we cannot wait to find out what is coming next.
