The Founder Bringing Fashion to Nightwear: Krutika Bhupta’s Bold Vision for Indian Women

With over 10 lakh happy customers and delivery across 15,000+ pincodes in India as well as 20+ countries, 9Shines Label has grown into one of the nation’s most trusted comfortwear brands. Known for turning everyday nighties into stylish, feel-good essentials, the brand blends breathable fabrics, trend-led designs, and practical silhouettes suited to real Indian lifestyles.Krutika Bhupta, Founder of 9shines Label and Highgarden, is one of the few Indian entrepreneurs who has redefined what modern loungewear can look and feel like. With an MBA in Marketing from Welingkar Institute of Management, Mumbai, and an early career in a German MNC, Krutika’s entry into fashion wasn’t conventional, it was intentional. As India moved into a digital-first era in 2015, she saw a space the fashion industry had long ignored: stylish, contemporary nightwear for women.

Her first entrepreneurial experiment renting maternity and pre-wedding gowns revealed a telling gap. While women’s wardrobes were evolving, their nightwear remained stuck in decades-old silhouettes and repetitive prints. The traditional “dupatta over the nighty” had become a cultural default simply because no one had offered an alternative. Krutika decided to change that narrative.

In 2016, she launched 9shines Label with a bold creative vision: to elevate nightwear from functional and forgettable to fashionable, expressive and truly modern. She introduced new-age silhouettes, frock-style nighties, kaftan sleeves, playful A-lines and smart, contemporary fits, bringing design innovation to a category that had seen very little evolution. Her approach blended premium fabrics, flattering structures and daily-wear versatility, setting a new benchmark in the Indian loungewear segment.

Under her leadership, 9shines Label has grown from a maternity-focused niche to one of India’s fastest-growing loungewear brands, celebrated by women across generations. In 2025, the brand marked nine successful years, a testament to Krutika’s instinct, resilience and her ability to anticipate what Indian women truly want from their wardrobe: comfort without compromise, and style without effort.

Today, Krutika continues shaping a new conversation in fashion, one where nightwear isn’t hidden, apologetic or outdated, but confident, chic and designed to be lived in. Her mission is clear: to make beautifully crafted loungewear a global everyday essential, and to lead 9shines Label into its next era of design-forward, women-first innovation.