The Nightwear Revolution: How 9shines Label Is Changing What Indian Women Wear to Bed
For decades, Indian women settled for repetitive prints, dated silhouettes, and uninspiring fabrics when shopping for nighties for women. The humble nighty for women was functional but rarely fashionable. That changed when Krutika Bhupta founded 9shines Label in 2016, spotting a gap that nobody else seemed to notice: women's nightwear hadn't evolved in years.
What started as a maternity loungewear brand quickly transformed into something much bigger. Today, 9shines Label stands at the forefront of India's nightwear revolution with over 500 modern styles that go far beyond the conventional nighty dress for women. From denim-feel nighties and floral frock-style designs to kaftan sleeves, smocking details, embroidered yokes, and Hakoba-inspired textures, the brand has created an entirely new category that blends Indian identity with contemporary comfort.
Why Indian Women Are Rethinking Sleepwear
The way Indian women approach sleepwear has changed fundamentally.
“The Indian sleepwear market is expected to grow at a CAGR of over 15% from 2024 to 2029.”
“Women’s nightwear alone is projected to grow at a CAGR of 14.3% between 2025 and 2034.”
These numbers reflect a shift in priorities — comfort, breathability, and style now matter as much as functionality.
Breathability remains the biggest concern, especially during Indian summers. Synthetic nightwear often traps heat and moisture, leading to discomfort and disturbed sleep. Natural fabrics like cotton allow airflow and moisture control, making them far better suited for hot, humid climates.
Despite the fact that “the average replacement cycle for nightwear is 8 to 12 months,” many women continued wearing outdated styles for years simply because better options were unavailable.
9shines Label built its foundation around solving these exact pain points, creating nightwear that feels good, looks modern, and actually works for Indian weather.
Premium Fabrics That Actually Work for Indian Climate
The foundation of any great nightgown for women is the fabric. 9shines Label's collection includes materials chosen specifically for Indian conditions:
Pure Cotton Nighties
They remain the most breathable option for daily wear. Cotton is a natural fiber that allows air circulation, keeping you cool and comfortable throughout the night. For women living in temperatures above 28°C, cotton nightwear provides the essential breathability needed for restful sleep.
Satin Nighties
These premium nighties offer a luxurious alternative with a smooth, cooling feel against the skin. The glossy finish and soft texture make satin a favorite for special occasions, adding elegance while maintaining comfort. While satin provides a touch of luxury, pure cotton continues to dominate for everyday use.
Rayon and Alpine Fabrics
They provide lightweight comfort with minimal maintenance. Rayon is a versatile semi-synthetic fabric that mimics natural fibers, offering excellent moisture-wicking properties ideal for warmer climates. Alpine fabric stays wrinkle-free and flows beautifully, perfect for women who want effortless style without constant ironing.
Cotton Blends and Hosiery Cotton
These nighties combine the breathability of natural fibers with added durability and stretch, creating nighties for women that move with your body and last longer through multiple washes. Hosiery cotton nighties offer the perfect combination of stretch and softness for unrestricted movement.
Design Details That Make a Difference
What sets 9shines Label apart from conventional nighty dress for women collections is thoughtful construction.
Functional pockets allow women to carry essentials effortlessly. Nursing-friendly button plackets make life easier for new mothers. Relaxed silhouettes ensure free movement whether sleeping, lounging, or spending a slow morning at home.
The designs are deeply rooted in Indian aesthetics, Jaipuri block prints, batik influences, chikankari-style embroidery, and denim-feel cotton, all reimagined in modern silhouettes. These are not just nightgowns for women; they are expressions of everyday comfort with cultural relevance.
True Size Inclusivity Changes Everything
Size inclusivity is one of the brand’s strongest differentiators.
9shines Label offers true sizing up to 7XL, but more importantly, each size is individually re-patterned rather than simply scaled up. This ensures better proportions, improved drape, and a genuinely flattering fit across body types.
“The Indian women’s wear market has expanded rapidly due to increased employment and rising disposable income.”
“India has over 700 million consumers between the ages of 15 and 40.”
This growing demographic expects nightwear that feels stylish, comfortable, and confidence-boosting and inclusive sizing plays a crucial role in meeting that expectation.
More Than Just a Nighty for Women
The brand’s offering extends far beyond traditional nighties for women.
Short nighties and nighty tees cater to warmer climates. Sleeveless nighties maximize airflow during peak summer months. Kaftan-style designs work equally well for sleeping, lounging, or casual home wear.
For special occasions, bridal nightwear in satin with delicate lace detailing adds a sense of luxury. Maternity nightwear includes front-open designs for easy nursing without compromising on aesthetics.
The Shopping Experience Matters
9shines Label understands that convenience drives repeat purchases. COD availability across India, easy exchanges for sizing issues, WhatsApp support for quick questions, and fast 24 to 48 hour pan-India shipping create a seamless shopping experience. The brand delivers to all major cities, including Delhi, Mumbai, Bangalore, Pune, and Jaipur.
With global delivery options reaching the UAE, US, and other countries, the brand ensures that Indian women worldwide can access these thoughtfully designed nightgowns for women. The high repeat-customer rate demonstrates that when you combine quality products with excellent service, customers stay loyal.
Sustainable Small-Batch Manufacturing
Every collection is produced in small batches guided by real customer insights rather than mass-market trends.
This approach reduces excess inventory, minimizes waste, and allows continuous design refinement based on customer feedback.
“The rural organized nightwear market currently accounts for only about 20% of total sales.”
“India’s e-commerce sector is projected to reach $300 billion by 2030.”
These trends create significant opportunities for direct-to-consumer brands that prioritize quality, fit, and sustainability.
Celebrating Nine Years and Looking Ahead
This year marked a special milestone: nine years of 9shines Label. The brand also introduced Highgarden, a new premium loungewear line crafted for a younger, style-forward audience. This expansion shows how 9shines Label continues to innovate and meet evolving customer needs.
From its 2016 launch as a maternity brand to becoming a category leader with 500+ modern styles, 9shines Label has consistently delivered on its promise: sleepwear that combines comfort with craft, inclusivity with innovation, and everyday clothing that feels personal, stylish, and empowering. From its 2016 launch as a maternity brand to becoming a category leader with 500+ modern styles, 9shines Label has consistently delivered on its promise: sleepwear that combines comfort with craft, inclusivity with innovation, and everyday clothing that feels personal, stylish, and empowering.
Read more about Krutika Bhupta's journey and vision for revolutionizing Indian nightwear.
The Future of Indian Sleepwear
The nightwear revolution is not just about prettier designs or softer fabrics. Its about recognizing that what women wear to bed matters. Comfort affects sleep quality. Style affects confidence. Functionality affects daily life. When a brand understands this holistically, it creates something truly special.
9shines Label has changed what Indian women expect from their nightwear for women. No longer are they settling for whatever's available. They are choosing thoughtfully designed pieces that reflect their personal style while delivering real comfort. They're investing in quality fabrics that last longer and feel better. They're supporting a brand that sees them, in all their diversity, and creates specifically for their needs.
The traditional nighty for women isn't disappearing, its evolving. And 9shines Label is leading that evolution, one thoughtfully crafted piece at a time.
Frequently Asked Questions
1. What makes 9shines Label different from other nightwear brands in India?
9shines Label offers over 500 modern styles with true size inclusivity up to 7XL, where each size is individually re-patterned for a flattering fit. The brand uses premium fabrics like pure cotton, satin, rayon, and Alpine, combined with functional details like pockets, nursing-friendly designs, and culturally rooted prints that you won't find elsewhere.
2. Which fabric is best for a nighty for women in Indian summers?
Pure cotton nighties are the most breathable option for Indian summers. Cotton is a natural fiber that allows air circulation and wicks moisture naturally, making it ideal for hot, humid weather. For temperatures above 28°C, cotton nightwear provides the essential breathability needed for comfortable sleep.
3. Do 9shines Label nighties really fit plus-size women properly?
Yes, 9shines Label offers true size inclusivity up to 7XL. Unlike brands that simply scale up smaller sizes, each size is individually re-patterned to ensure a flattering fit. With 700 million consumers in India aged 15-40 fueling demand for fashion-forward innerwear, 9shines Label specifically designs for diverse body types.
4. How long do 9shines Label nighties typically last?
The average replacement cycle for quality nightwear is 8 to 12 months with regular use. 9shines Label's premium fabrics and careful construction often exceed this, with many customers reporting their nighties remain comfortable and vibrant even after 18 months of frequent wear and multiple washes.
5. Can I wear these nightgowns for women for lounging during the day?
Absolutely. Many 9shines Label styles feature modern designs like kaftan sleeves, frock styles, and elegant prints that work perfectly for casual home wear or even quick errands. The versatility is intentional, allowing you to get more value from each piece of sleepwear.
6. What is Alpine fabric and why is it popular in nightwear for women?
Alpine fabric is a lightweight, wrinkle-free material with a gentle flow that drapes beautifully. It requires minimal maintenance while offering breathable comfort, making it perfect for women who want effortless style without constant ironing. It's ideal for casual evening wear and relaxed lounging.
7. Are there nursing-friendly options in the nighties for women collection?
Yes, 9shines Label was originally founded as a maternity brand and continues to offer nursing-friendly designs, including zipless feeding nighties, button plackets, and front-open styles. These pieces maintain the same style standards as the rest of the collection while providing practical, comfortable functionality for new mothers.
8. How does 9shines Label ensure sustainable manufacturing?
The brand practices small-batch manufacturing guided by real customer insights rather than mass-market trends. This approach reduces waste, ensures quality control, and allows the brand to respond quickly to customer feedback and preferences, aligning with the growing preference for sustainable fashion in India.
9. What are the shipping and exchange policies for nightgowns for women?
9shines Label offers fast 24 to 48 hour shipping across India with COD availability. The brand delivers to all major cities including Delhi, Mumbai, Bangalore, Pune, and Jaipur. Easy size exchanges are available to ensure the right fit. International shipping is available to the UAE, US, and other countries; however, international orders are not eligible for exchanges.
10. How do I choose between cotton and satin nighties for women?
Choose cotton for daily wear and hot weather, as it's the most breathable and practical option for Indian climate conditions. Cotton nightwear allows air circulation and wicks moisture naturally. Satin works beautifully for special occasions, romantic evenings, or when you want to feel luxurious. Many customers own both types for different needs.
11. What sizes are available in the nighty dress for women collection?
Sizes range from M (38") to 7XL, with detailed size charts available on the website. Because each size is individually patterned rather than simply scaled, you'll find a more accurate fit. The customer service team also provides personalized sizing assistance via WhatsApp for any queries.
12. Can I find traditional Indian prints in modern nightwear styles?
Yes, this is a signature strength of 9shines Label. The collection features Jaipuri block prints, batik influences, chikankari-style embroidery, and denim-feel cotton, all incorporated into contemporary silhouettes. You get the cultural connection without the dated styling, making these nightgowns for women both traditional and modern.
About the Author
By Krutika Bhupta, Founder of 9shines Label, designing women's nightwear since 2016. Having served customers across India and worldwide, Krutika spotted a gap in the market that nobody else noticed: women's loungewear had not evolved in years. What began as a maternity loungewear brand has grown into India's leading innovator in nightwear, offering over 500 modern styles that combine comfort, cultural identity and contemporary design. Through 9shines Label, Krutika continues to redefine what Indian women expect from their sleepwear.
