Women's Sleepwear Market In India Has Crossed The Rs 6,000-Crore Mark, Says Ammarzo Founder & CMD

Founder and CMD of Mumbai-based Ammarzo, a luxury sleepwear brand, Chahatt Khanna is a dynamic actor-turned-entrepreneur. Alumni of the University of Mumbai, where she earned an M.Com and MBA, and has also completed a BBA from the University of Cambridge, reflecting her commitment to lifelong learning, she combines creativity with business acumen. Her acting career began in 2005, but a personal need for premium sleepwear and a desire to build a legacy for her daughters inspired her shift to entrepreneurship five years ago.

Ammarzo, named after her daughters Amairya and Zohar, is among India's first luxury sleepwear brands, known for high-quality, natural fabrics. With a 12-member team and a D2C model, it caters to modern Indian women in metro cities. Chahatt envisions Ammarzo becoming a unicorn by 2032, attributing its success to her team's dedication.

She told Bizz Buzz in an exclusive interview that Ammarzo, a direct-to-consumer (D2C) luxury sleepwear brand founded by her, was born with a personal desire and a sharp understanding of an untapped market opportunity. While traveling abroad, she would often purchase elegant and comfortable sleepwear, something she found largely missing in the Indian market.

Despite spending 8 to 9 hours a night in sleepwear, Indian consumers rarely view it as a worthy investment. This gap inspired the creation of Ammarzo, a brand focused on introducing premium, stylish, and health-conscious sleepwear to the Indian audience, she said.

What was the defining moment that led to the founding of Ammarzo?

Ammarzo was inspired by an extremely personal moment. As a woman, mother, and professional trying to balance long days on location and fitful nights, I came to see that there was a gaping absence in the Indian market—a lack of sleepwear that felt luxurious, sensual, and, just as importantly, truly comfortable. Getting into one-piece synthetic sleepwear that appeared appealing but was an absolute hell to sleep in that one night made me sleepless and irritable. That was my wake-up call.

How does Ammarzo's mission align with current consumer trends in wellness and self-care?

Wellness now is comprehensive. It's not only about diet or fitness but about how we rest, recharge, and pamper ourselves. At Ammarzo, we meet this shift by creating sleepwear that is not just comfortable but emotionally nourishing. Through the use of natural, breathable fabrics and careful design, we enhance sleep, mood, and self-esteem. As consumers are increasingly valuing comfort, sustainability, and self-care, we think it is crucial to be a positive contributor to that.

What is the estimated market size of the luxury sleepwear segment in India, and how fast is it growing?

India's women's sleepwear market is above Rs.6,000 crore, with luxury sleepwear likely to grab a share of about 15–20% of it. This category is growing very fast, driven by higher incomes, increasing awareness about fabrics, and a culture of self-care. The segment itself is growing at more than 9% CAGR, and in our opinion, it's just beginning, with huge potential on the cards.

How do you define "conscious luxury," and what role does it play in shaping your brand ethos?

Conscious luxury is fashion that takes conscience into account as an aspect of your choice. At Ammarzo, luxury needs to be as good on the inside as on the outside. That is why we strive to invest in eco-friendly materials, responsible production, and low-footprint packaging without compromising style and sensuality. It is an issue of pampering responsibly, where responsibility and sensuality arrives together.

What sets Ammarzo's sleepwear apart from others in the market?

Ammarzo is fearless, feminine, and unapologetically sensual. Most brands tip towards either comfort or design, but we do both. We create our sleepwear in natural, lightweight fabrics such as cotton, viscose, and modal to allow for restful sleep and to feel luxurious next to the skin. Our silhouettes affirm womanhood with confidence—beautiful, sensual, and strong, never demure or reserved.

Can you walk us through your material sourcing process and how you ensure sustainability?

We source our fabrics from Indian mills that have been certified to produce organic, skin- and environment-friendly quality fabrics. Every batch undergoes strict testing for softness and durability. We use AZO-free dyes and opt for low-impact trims where possible. We don't bargain for fair compensation, safe workplaces, and fair labor. We are not in the business of sustainability buzz—this is our approach.

What have been the biggest challenges in educating Indian consumers about investing in premium sleepwear?

Nightwear in India has been functional—something you sleep in without a second thought. Changing that thinking to see it as an extension of self-love and confidence has been difficult. Most are reluctant to spend money on nightwear. But when they wear our pieces and experience the quality, comfort, and sleep difference, they stick with us. Storytelling and content-driven education have been key to this shift.

What percentage of your customer base is repeat vs. first-time buyers?

Today, roughly 20–22% of our customers are repeat customers, and the percentage is still increasing. The majority of customers start out with one purchase and come back for more once they have had our special combination of fit, fabric, and feeling. It's a healthy affirmation of our value proposition.

How do you plan to evolve your D2C strategy as the brand scales?

Our D2C platform has been essential in fostering direct relationships with customers. At scale, we' re reinforcing that relationship through highly targeted performance marketing, CRM, and strategic partnerships with influencers. We are also going international, beginning with the UAE and UK, through careful marketplace and pop-up entry points, while maintaining our D2C presence as the anchor of growth.

What are your short-term (1–2 year) and long-term (5-year) growth projections?

Over the next 12–18 months, we plan to exceed Rs 5 crore of net revenue with positive cash flow. Planning in the longer term, by FY 2027–28, we envision reaching Rs.40 crore in revenue and establishing Ammarzo as a Rs.150 crore valued premium D2C brand. Our growth is based on a strategy of product excellence, customer obsession, and intelligent, sustainable scaling.

What product categories or verticals are you looking to introduce as part of the brand's growth?

We are moving into lifestyle products that upgrade the pre-sleep ritual. Our next round of offerings will include high-end bed linens, aromatherapy pillow sprays, sleep masks, candles, and fashion lounge ensembles. Each thing we add will be linked to our underlying promise, making rest, relaxation, and indulgence better.

What kind of community or lifestyle does Ammarzo aim to build around its products?

We are building a culture of new-age women who believe in rest as much as they do hustle. The Ammarzo woman is self-assured, unapologetic, and serious about her sensuality. She would not settle on anything other than style and comfort. We must be an integral part of her self-care—whether on Sunday night as a way of winding down or as the very last thing that occurs before sleep comes at night.

What consumer behaviors or insights surprised you most during your brand journey?

The one that caught me off guard was the unrealized demand for breathable sleepwear that looked good—women were searching for these types of sleepwear and could not find them anywhere. Another pleasantly surprising, insight was that there were plenty of men purchasing our products as gifts for their partners, using Ammarzo not just as sleepwear but as the emotional experience it also provided. It reminded me that we are not only selling a product—we are selling a feeling.

What are the biggest opportunities for innovation in the sleepwear or sleep-accessory category?

There is a vast potential in tech-infused textiles, aromatherapy-enabled accessories, and bespoke sleep solutions. Breakthroughs such as temperature-balancing natural blends or skin-calming fabric treatments are especially intriguing. With the growing sleep economy, the potential for substantive, health-centered innovation here only increases.