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Resonance Design & Technology LLP © 2026Formerly known as Fat Fingers
We have capacity for 2 projects in March 2026"It's been fantastic to work with Iterator team for the past few years. They have helped us from Day 1 on our brand, and have a forward thinking solutions oriented approach to solving business problems through technology."
In 2020, Dhruv came to us with a bold question:
"How can we become India's #1 pant brand by 2030?"
Back then, The Pant Project was starting from scratch, but with a clear determination to redefine how people buy pants in India. Together, we built the digital foundations, scaled customer experiences, and turned that vision into a thriving D2C brand with strong repeat rates and a sustainable omnichannel growth engine.
Through our continuous engagement in the team-as-a-service model, The Pant Project has not hired a single in-house engineer, in their history.
Next stop: Series B.
While the idea was bold, execution wasn't simple. It came with certain challenges:
| Platform: Shopify's 100-variant limit (at the time) was incompatible with The Pant Project's business model → custom made-on-order pants with unlimited combinations across each single SKU. Combine that with 15 different types of pants, then, men and women! Considering this complexity, Dhruv had initially disqualified Shopify as a platform of choice.
| Customer facing communications: Shopify only allowed a standard set of order statuses, limiting the flexibility needed for custom-made products.
| CX bottlenecks: Complete customization created hesitation in customers with respect to sizing, alterations, longer delivery times and lack of familiarity.
| High repeat rates necessity: With acquisition costs rising, one-time purchases didn't justify spend- repeat rates were critical to sustainability.
| Operational blind spots: Alterations, COD thresholds, and measurement data had no structured system.
| ₹ 100cr + revenue generated through online store over 5 years and growing YoY.
| Over 3 Lakh customers served across ready-made and custom-made flows.
| A complex business model simplified, with Shopify Plus and private applications.
| ~40% Customer Repeat rate.
| Cart abandonment reduced through simplified login and checkout flows.
| Hyper focused operational tech excellence with strategic interventions and tactical deployments across products, inventory, order fulfilment, customer support and omnichannel growth.
Knowing that friction was deadly for conversion, we introduced:
| Unique Measurements: Each type of pant required unique sets of data that a customer needed to enter to correctly capture the order. The store admin could manage the required data set for each type of pant - without the need to code anything.
| Instead of relying solely on Shopify's native variant system, we built a custom integration with our private OMS that dynamically pulled in variant data. This unlocked unlimited permutations and combinations. The store team and the customer were in complete control.
| ReactJS Powered Dynamic Product Types: Allowing their team to create as many types of pants (templates) as they'd like, on-demand, in the admin panel. As the business was entering new categories, this reduced developer dependence and saved the businesses massive amounts of time, accelerating their speed-to-market. Blending Liquid with ReactJS was a superpower that unlocked a premium buying experience.
| The captured data had to be passed to the factory floor securely. The downside was lost customer trust, operational overhead and sunk team time. Operational efficiency and reliable systems ensured a smooth and stress-free scale-up.
| Multipass login: Safely migrated existing Shopify logins to new OTP based login including order histories. Customers could log in with OTP on their phone or fallback to email, reducing drop-offs.
| Enhanced Customer Accounts: The brand offered customers a dashboard to track their orders, past alterations, saved measurements and additional
| Cross Sells & Quick-Add: Convert a single pant to a bundle easily, recommendations that build your style and wardrobe and auto apply discounts engine helped us ~3x our conversion.
Why it mattered: Customers felt in control, had fewer steps to complete, and enjoyed a personalized experience. They could design their own style and fit seamlessly, while the backend stayed stable and scalable.
Because returns and exchanges weren't viable for custom-made pants, we built a bespoke Order Management System:
| Managed alterations end-to-end, turning a potential pain point into a loyalty driver.
| Stored last-used measurements template wise, build recommendations logic and suggested them automatically for repeat purchases.
| Thank You page questionnaires, a temporary makeshift CRM, the private app wore many hats!
| Dynamic and automated transactional messaging across WhatsApp and email.
Why it mattered: The OMS became the brand's brain- powering both operations and personalized customer experiences.
We directly tackled the CAC challenge:
| Customer Measurements Module: Leveraging our OMS, we saved the customers measurements against of each type of pant, order and alteration allowing repeat buyers to shop quick, and with confidence.
| Consistent communication kept customers engaged post-purchase.
| Recommendation engine suggested products using past measurements and preferences.
| Stored alterations meant customers trusted re-orders would fit perfectly.
Why it mattered: Repeat purchases increased, CAC payback improved, and retention turned into a growth lever.
Performance is growth. Faster pages reduced drop-offs, improved ROAS, and creates a frictionless buying journey that turned intent into purchases.
We focused on speed and performance as non-negotiable levers for conversion. In just four months, we optimized for our consumers using Real User Monitoring Data, and not just Lighthouse scores.
p75 mobile perspective
| Page Load Times: From ~7-8s, reduced PDP average load times to 1.8s and collection page to 1.6s.
| Core Web Vitals: Improved passing rate from 40% to 92%, achieving 0 CLS across key pages.
| Exterminated redundant third-party scripts, removed legacy integrations.
Why it mattered: The impact across the full funnel was directly measurable - all the way from page view → Add-to-Cart → Revenue.
We didn't just build a website. We engineered a commerce engine that challenged Shopify's limits, prioritized business model over what's perceived as possible, built trust and simplified CX, and turned retention into profitability in a high-CAC market.
The Pant Project's journey from zero revenue to a thriving D2C brand proves how technology + continuous iteration can power sustainable growth.
Today, as we continue our partnership, the focus has shifted to the next chapter — building business-level CRM, treating inventory as a moat, and driving data-led growth with a ₹500 Cr lens.
