Brands
9shines reinvents Indian nightwear with fresh styles and comfort
MUMBAI: 9shines Label is giving Indian nightwear a well-timed wake-up call. Founded by Krutika Bhupta, the brand has carved out an entirely new category with more than 500 modern styles that leave the old-school nighty far behind. Think denim-feel fabrics, floral frock silhouettes, kaftan sleeves, smocking, embroidered yokes and Hakoba-inspired textures. Each design blends Indian identity with everyday ease, proving that comfort can look contemporary too.
Krutika’s entrepreneurial path began after corporate exits and shutdowns pushed her toward independence. During the digital boom of 2015, she briefly ran a rental service for maternity and pre-wedding gowns, which helped her spot a glaring gap. Women’s loungewear had barely changed in years. The prints were repetitive, the fits predictable and the fabrics uninspiring. She launched 9shines Label in 2016 as a maternity loungewear brand, only to discover that the nightwear market was ripe for reinvention.
Today, 9shines works with premium, breathable fabrics such as soft cotton, rayon, satin blends and its signature Alpine material. The designs prioritise practicality with functional pockets, nursing-friendly cuts, soft-touch textiles and silhouettes that move with the wearer. Size inclusivity forms a key pillar, with options up to 7XL and each size re-patterned to ensure a truly flattering fit.
Culture plays a starring role too. The label’s collections carry the charm of block prints, batik, chikankari-style touches and denim-feel cotton, all produced through thoughtful small-batch manufacturing. Customer feedback sits at the heart of every collection, helping 9shines cultivate a loyal community across India.
Smooth service reinforces the brand’s appeal. With cash on delivery, easy exchanges, WhatsApp support and fast nationwide delivery within 24 to 48 hours, the shopping experience feels effortless and personal. A growing global customer base and high repeat orders underline the label’s rising momentum.
This year, as 9shines celebrated nine years, it also unveiled Highgarden, a premium loungewear brand crafted for a younger, style-conscious audience. Together, the two labels are shaping a new era of homewear where comfort meets craft, inclusivity meets innovation and everyday clothing feels beautifully considered.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
