Latest news with #ChahattKhanna
Fashion Value Chain
23-07-2025
- Business
- Fashion Value Chain
Ammarzo Enters GCC via Noon & Namshi Platforms
Ammarzo, India's pioneering luxury sleepwear brand, has officially entered the GCC market, launching across UAE, Qatar, Kuwait, Bahrain, and Oman through leading fashion platforms Noon and Namshi. This move positions Ammarzo as the first Indian luxury sleepwear label to tap into the Middle Eastern market, marking a milestone in its global journey. This strategic expansion offers GCC customers quick access, seamless online shopping, and a curated selection of Ammarzo's signature sleepwear — from satin robes and lace chemises to co-ord sets and eye masks — each piece blending style, comfort, and eco-conscious craftsmanship. Chahatt Khanna, Founder & CMD of Ammarzo, shared, 'This is more than market expansion; it's cultural alignment. Middle Eastern women value grace and sensuality, which are central to Ammarzo's philosophy. We're proud to share our vision of beauty, wellness, and thoughtful design with this refined audience.' Built on clean lines, soft fabrics, and sustainable values, Ammarzo offers more than garments — it promotes a lifestyle centered on self-care, confidence, and feminine expression. Now live on Noon and Namshi, Ammarzo's bestsellers are easily accessible across the GCC. With strong Indian roots and growing global appeal, the brand continues its ascent as a leading name in luxury loungewear.
Hindustan Times
24-06-2025
- Lifestyle
- Hindustan Times
PJs but make it chic: Sleepwear is getting a luxe upgrade in 2025, making it work double duty for everyday looks
Sleepwear is getting a major luxe glow-up as now it's going beyond just your regular sleepovers and binge-watch marathons. Your PJs are now out and about in broad daylight, from casual brunch to running. With the magic of styling, sleepwear is getting upgraded. The luxe touch is so low-key, main-character vibe that it gives the 'I woke up like this but still look better than your 9 to 5 fit'. With a hybrid world, wardrobes are finally starting to reflect just how fluidly routines blend; from couch to commute and coffee runs to client calls. The upgrade is hot girl sleepwear styling that helps you nail the lounge to luxe look.(Shutterstock) Chahatt Khanna, founder & CMD of Ammarzo, shared with HT Lifestyle her insights on this trend, the reason behind the shift, and most importantly, how one can style sleepwear to step out in it with confidence. She said,'In 2025, the distinctions between loungewear and luxe street wear have never been more obscure. Today's sleepwear isn't just about comfort and cosiness; it's about confidence, versatility, and an effortless fashion statement both at home and out. Sleep fashion is proving itself capable of being a legitimate style staple in its own right as a type of high-end casual wear. This rising lounge-to-luxe trend has been driven by a cultural shift towards comfort-driven fashion. Global embracement of hybrid lifestyles, being half homebody, has caused consumers to seek out fashion wardrobes that are chic, versatile, and above all else, comfortable. Moreover, this change promotes smart consumption. Investment in good-quality sleepwear that doubles as daywear is not only stylish, but it is also green.' Chahatt Khanna shared a detailed guide with us, outlining the basics of luxe sleepwear styling: Basics of styling lounge to luxe sleepwear: From fabric to colours, the smallest details can change the look.(Pinterest) Fabric Matters : Luxe materials like satin, modal, cotton poplin, or linen immediately elevate the look. Select fabrics that have a nice drape and texture, those that don't scream 'sleepwear' at first sight. : Luxe materials like satin, modal, cotton poplin, or linen immediately elevate the look. Select fabrics that have a nice drape and texture, those that don't scream 'sleepwear' at first sight. Prints and colours : Faint prints like pinstripes, muted florals, monochromes, or geometric patterns look more 'ready-to-wear' than cartoon or very loud prints. Earth tones, jewel tones, and pastels easily become daywear. : Faint prints like pinstripes, muted florals, monochromes, or geometric patterns look more 'ready-to-wear' than cartoon or very loud prints. Earth tones, jewel tones, and pastels easily become daywear. Tailored cuts and figured silhouettes : A loose fit works perfectly, but too baggy or formless styles feel too laid-back. Sets with discreet tailoring, a crisp collar, cuffed bottoms, or a belted waist can be the game-changer. : A loose fit works perfectly, but too baggy or formless styles feel too laid-back. Sets with discreet tailoring, a crisp collar, cuffed bottoms, or a belted waist can be the game-changer. Detailing: Contrast piping, buttons, pleating, or raised hardware gives it sophistication. These subtle details make your sleepwear appear deliberate, rather than random. Outfits elements 1. Co-ord pieces In a two-piece satin, loose shirt and wide bottoms, you're on equal footing with any suit when paired with heeled mules, a low, sleek bun, and a structured mini bag. Add gold hoops for artsy events like a gallery opening or fancy lunch date. For a casual version, pair cotton or linen co-ords with white kicks, layered necklaces, and a crossbody pouch. 2. Styling sleepwear shorts Sleepwear shorts can also be worn outdoors. A high-quality, wide-leg pair in a high-end fabric can double as statement pants, too. Match them with a cropped sweater, fitted tee, or even a tucked-in top. Balance the baggy lower half with a more fitted top and shoes, try ankle boots or sleek sandals. 3. Sleepwear robe as outerwear Layering is your secret trick when sleepwear crossovers into streetwear. A robe-style duster that sweeps the floor over a simple tee and jeans looks effortless. A cami from the PJs underneath a spotless blazer or fitted denim jacket, too, looks chic but subtle. Look for layering items that are a complementary colour to complete the look, and combine. ALSO READ: Commuter core decoded: 6 ways to comfortably style fashion trend that is for all the girls on the go
Fashion Network
05-06-2025
- Business
- Fashion Network
Ammarzo partners with Myntra to expand online presence
Ammarzo, the luxury sleepwear brand has partnered with e-commerce platform with Myntra to expand its online reach in the Indian market. With this partnership, Myntra will offer the brand's latest collection that include best-selling items such as the lace robe, babydoll shorts set, slip dress among many others. Commenting on the launch, Chahatt Khanna, founder of Ammarzo in a statement said, 'With Ammarzo, I never simply wanted to make sleepwear—I wanted to create items that speak to a woman's inner strength, sensuality, and sense of self.' 'Going live on Myntra allows us to take that vision to Indian women everywhere. It's not only how the fabric feels against your skin but the whole experience—beautiful, confident, and all you,' she added. Ammarzo has targeted a fivefold increase in its revenue by the 2028 financial year. The bootstrapped business is also preparing to undertake a $500,000 fundraise this year to fuel growth.
Time of India
30-05-2025
- Lifestyle
- Time of India
Chahatt Khanna on embracing ayurveda and new lifestyle changes; says ‘I have turned completely towards ancient practices'
Bollywood actress Chahatt Khanna, who has been known for her dedication to fitness, makes sure not to miss her workout routines. From cardio to core strength training, Chahatt has always believed in staying fit through a balanced routine. However, in recent weeks, Chahatt has taken a new path in her wellness journey. She has embraced Ayurveda, the ancient Indian system that focuses on the balance between the mind, body, and soul. Speaking about this lifestyle shift, Chahatt shared: "I have started making changes in my diet and lifestyle according to Ayurveda. That's how I started practising yoga and meditation again. I used to rely on protein shakes earlier, but now I've given them up and returned to a basic, wholesome diet." Interestingly, despite working out and eating clean, Chahatt revealed she was unwell for about two weeks. This discomfort made her rethink her choices and move deeper into Ayurvedic practices. "Every time I skipped weight training and just did yoga, I felt more complete. That feeling made me explore Ayurveda further. I learned about my body type and started living accordingly. I've now completely shifted to Ayurveda—from my food and supplements to even my shampoo and skincare products." by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Retirement Villages in Bangalore (Search Here For Results) Senior Living Communities Undo She adds that this change not only improved her well-being but also helped her save money. 'In the process, I am also able to save a considerable amount of money every month. Some of the products I used earlier were very expensive. Now, I use simple Indian products, and I feel so much better,' she says. Chahatt is now treating minor illnesses like viral fever naturally, without modern medicine. 'I am also treating my viral fever and any other illness with this practice. I strongly recommend Ayurveda to everyone. Stay patient and soon, you will see the changes in your mind and body,' she concludes.
Business Mayor
11-05-2025
- Business
- Business Mayor
Sleepwear brand Ammarzo plans to raise $500K for category expansion & offline retail
Representative Image New Delhi: Direct-to-consumer sleepwear brand Ammarzo is ambitiously targeting a 5X revenue jump to Rs 40 crore by FY28, backed by new category launches, global market entry, and offline expansion, said Chahatt Khanna, founder of the company. The brand, currently bootstrapped and debt-free, plans to raise USD 500,000 this year to accelerate its growth. 'We're scaling across three verticals — launching in premium offline stores by early 2026, entering international markets like the UAE, UK, and Southeast Asia this year, and expanding into high-margin accessories such as sleep masks, pillow mists, and bedding,' said Khanna. Founded in 2020 with a focus on premium sleepwear designed around comfort and well-being, Ammarzo has grown via a digital-first strategy combining performance marketing, founder-led content, and Shopify-powered personalization. The brand aims to close FY26 with Rs 5 crore in net revenue and positive cash flow, followed by a projected Rs 14 crore in FY27, driven by increased repeat purchases and category upsell. However, the brand did not disclose its previous fiscal year's revenue. Khanna said the company is also exploring partnerships with wellness brands and investments in backend infrastructure to support scale, including warehousing and supply chain upgrades. 'We're building more than a fashion label — the goal is to create a sleep-focused ecosystem with purpose-led profitability,' she said. Ammarzo operates in India's Rs 6,000 crore nightwear market, with the luxury segment valued at Rs 500–600 crore, projected to grow at 12% CAGR to reach Rs 880 crore by 2030. With rising demand for premium, skin-friendly fabrics and wellness-aligned consumption, the brand sees an opportunity to build a long-term, differentiated play in a traditionally underserved niche.
