In an era when comfort, fit and body-positivity are gaining ground in India’s fashion landscape, a new brand has quietly begun to make an impact. Meet Krvvy (pronounced “Curvy”), a direct-to-consumer (D2C) brand founded in May 2024 by engineering graduates Yash Goyal and Anant Bhardwaj. Based in Noida, the company is focused on women’s functional innerwear and shapewear that go beyond aesthetics—prioritizing real comfort, correct fit, and inclusive sizing.
In this article, we’ll explore Krvvy’s origin story, its product philosophy, business model, the fashion market context, growth trajectory, challenges ahead and why, despite being early-stage, Krvvy is a label worth watching in 2025.
Table of Contents
The Origin Story
The innerwear segment in India has long been underserved in terms of innovation, fit, comfort and inclusive sizing—especially for women. The founders Yash Goyal and Anant Bhardwaj recognised a gap: Indian women needed functional, comfortable solutions tailored to their body types, not simply fashion-led lingerie imported or adapted from Western markets.
In May 2024 they launched Krvvy as a D2C brand that would sell directly to consumers via its website and leading marketplaces (Amazon, Myntra) and eventually via offline retail.
The brand name itself—Krvvy—evokes “curvy”, signalling that the brand is geared towards real bodies rather than idealised ones. Comfort, functional design, inclusive fit and mindful materials became foundational pillars.
Product Philosophy & Offering
Krvvy’s core belief is that innerwear is not an afterthought—it’s the foundation of comfort, wellness and everyday confidence. Some key elements of their product philosophy:
Function first: Soft waistbands, wire-free comfort, minimal panty lines. From their website: “Your Concerns, Our Solutions.”
Inclusive sizing & fit: Designed with Indian body types in mind, not simply re-scaled from Western standards.
Comfort + style: While aesthetics matter, comfort is the non-negotiable. Their customer reviews emphasise “buttery soft”, “second skin”, “no rolling, no digging – just pure comfort all day.”
Innovation & R&D focus: The pre-seed funding has been earmarked for research and development to broaden the range of functional innerwear and shapewear.
Messaging around wellness & empowerment: For example, during Breast Cancer Awareness month, Krvvy urged women to rethink lingerie as a part of body-well-being rather than just fashion.
Their product categories currently include bras, briefs/underwear, shapewear and bundles/accessories. From their website: they highlight “4.4 All Day Control Shaper”, “Ultrasoft Bralette”, “Breeze Hipster” etc.
Business Model & Market Context
D2C + Omnichannel
Krvvy is built as a D2C brand—directly engaging with customers via its own e-commerce site and third-party marketplaces (Amazon, Myntra). They also have plans to expand offline (physical retail or multi-brand outlets) to capture the broader Indian market, including Tier 2/3 cities.
Market Opportunity
The Indian innerwear market (women’s) is sizable—reported estimates show the segment at over US$6.3 billion and accounting for about 9 % of the domestic fashion retail segment.
The category is still highly fragmented and unorganised—creating space for digital-first, brand-led players with differentiated product and positioning.
Consumer behaviour is shifting: women are now prioritising comfort, fit and personalised options – reflecting body-positivity, wellness awareness and hybrid work culture.
Funding & Growth
In January 2025 Krvvy raised ₹6.1 crore in a pre-seed round co-led by Titan Capital and All In Capital, with participation from angel investors. The announcement mentions “40-fold growth in less than a year” as per investor commentary.
Such funding and growth figures indicate emerging traction, signalling that the market is responding favourably.
Brand Positioning & Differentiators
What sets Krvvy apart and why it’s making waves:
Tailored for Indian consumers: Unlike many global labels whose products may not suit the Indian body profile, Krvvy designs with Indian shapes, fit-challenges and everyday needs in mind.
Comfort as the core story: Many lingerie brands emphasise style or luxury; Krvvy emphasises everyday comfort, functional performance and wellness.
Inclusive mindset: By branding themselves around “curvy”, fit, comfort and body-positive messaging, Krvvy appeals to modern, self-aware consumers.
Data-driven & agile: The brand reportedly uses consumer feedback, sizing research and iteration quickly, positioning it as startup-agile rather than legacy slower fashion brand.
Emerging storytelling & wellness tie-ins: Their campaign during Breast Cancer Awareness month highlights how lingerie intersects with well-being, not just aesthetics.
Challenges & Risks Ahead
While the trajectory is promising, Krvvy also faces typical startup-brand risks:
Scale & profitability: Rapid growth is good, but scaling production, logistics, quality consistency and margins in innerwear/shapewear can be complex.
Channel mix and offline cost: Expanding into physical retail adds overheads and complexity – how well Krvvy executes omnichannel will matter.
Competitive landscape: The innerwear/shapewear space has both established large players and many new digital-first entrants; differentiation must stay ahead.
Consumer behaviour & fashion cycles: Innerwear may have slower fashion cycles, but consumer expectations (fit innovation, eco-materials, sustainability) are rising.
Supply chain & sizing complexity: Inclusive sizing, comfort focus and Indian body types mean the product complexity is higher; managing returns/fits will be a challenge.
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Growth Roadmap & What to Watch in 2025
Here are some strategic moves and signals to watch for Krvvy this year:
Product line extension: From core bras/briefs/shapewear into adjacent categories (e.g., maternity, post-surgery innerwear, accessories or wellness-adjacent items).
Offline retail presence: Launch of own-stores or tie-ups with multi-brand outlets in Tier 1/2 cities across India.
Geographic expansion: While currently India‐focused, expansion to other South Asian markets (or international Indian diaspora) could be future growth engine.
Sustainability/material innovation: With global trend moving to eco materials, Krvvy adopting sustainable fabrics or circular economy initiatives would be a differentiator.
Brand partnerships and campaigns: Collaborations with wellness or female empowerment organisations (as they did for breast health awareness) strengthen brand identity and purpose.
Technology & fit-innovation: Sizing tools, digital fit tech, subscription models for innerwear replenishment could be next frontier.
Why Krvvy Matters for Consumers & Market
For women consumers: It offers a brand that listens to everyday needs—fit, comfort, function—not just runway glamour.
For the Indian fashion/startup ecosystem: Krvvy typifies the new wave of D2C brands built around insight, design-led thinking and market gap-addressing, not mere trend-chasing.
For retail/investors: It illustrates how even supposedly basic categories like innerwear can be re-imagined and scaled with brand-led, consumer-first strategy.
Consumer Feedback & Brand Voice
From online reviews, consumers praise Krvvy for:
“Finally found underwears for that seamless luxurious feel.”
“The fabric is incredibly soft and breathable. No rolling, no digging — just pure comfort all day.”
The brand’s voice is casual, confident, and inclusive — e.g., “Unhooked by Krvvy — Fashion, gossip, and the realest girl-talk.”
Such tone resonates with younger female consumers who want authenticity, relatability, and functional value.
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Strategic Insights & Lessons from Krvvy
Start with pain-point, not just style: Krvvy begins with discomfort, poor fit and lack of functional options—not trying to mimic luxury lingerie.
Iterative product development: Early stage brands must test, iterate and optimise based on real user feedback—Krvvy appears to be doing that.
Brand purpose matters: Positioning around wellness, fit, and empowerment gives Krvvy more substance than pure fashion labels.
Own your channel, but diversify: Starting D2C gives control; expanding to marketplaces and offline later helps scale.
Timeline for relevance: Even in a low-fashion-cycle category like innerwear, staying ahead via innovation (materials, fit tech) is key.
Final Thoughts
While Krvvy is still at an early stage, the brand checks many of the right boxes: market gap, strong product insight, funding backing, inclusive positioning and consumer resonance. In 2025, as Indian women’s preferences evolve toward comfort, fit, wellness and body-positive brands, Krvvy enters at the right moment.
If they execute well—scaling operations, expanding product lines, maintaining quality and brand voice—they could emerge as a mainstream name in Indian innerwear and shapewear, not just a niche startup. For fashion bloggers, brand strategists and consumers alike, Krvvy is one to watch.
FAQs
Q1. What does Krvvy mean, and how is it pronounced?
A1. The brand name “Krvvy” is pronounced “Curvy” and signals the brand’s focus on real bodies, inclusive sizing and comfort for women.
Q2. When was Krvvy founded, and by whom?
A2. Krvvy was founded in May 2024 by engineering graduates Yash Goyal and Anant Bhardwaj, based in Noida, India.
Q3. What kind of products does Krvvy offer?
A3. The core offerings include women’s bras, underwear (briefs), shapewear, bundles and accessory items. Key selling points: soft waistbands, wire-free comfort, no panty lines, and focus on everyday fit.
Q4. How has Krvvy been funded so far?
A4. In January 2025, Krvvy raised ₹6.1 crore in a pre-seed round co-led by Titan Capital and All In Capital, with other angel investors participating.
Q5. Where can I buy Krvvy products?
A5. You can purchase directly from the Krvvy website (krvvy.com) and the brand also sells via major marketplaces like Amazon and Myntra. Offline expansion is planned.
Q6. What makes Krvvy different from traditional lingerie brands?
A6. Krvvy differentiates via its focus on the Indian female consumer’s body type and needs, comfort-led design rather than purely fashion-led approach, inclusive sizing, and a sharper D2C identity with agile iteration.
Q7. What should I watch for next from Krvvy?
A7. Key upcoming signals include: new product launches (maternity, post-surgery innerwear, etc), offline retail roll-out, sustainability initiatives or materials innovation, international expansion, and fit/size-technology rollout.
