Krvvy, a direct-to-consumer (D2C) lingerie and shapewear brand, has successfully raised ₹6.1 crore in a pre-seed funding round co-led by Titan Capital and All In Capital. The round also saw participation from angel investors including Nikita Gupta (Co-founder, Housepital), Emmanuel Suraj (CEO, DefinEquity), Anuj Jain (VP, Investwell), and Anubhav Arora (Head of Credit, Metalbook).
Founded in May 2024 by engineering graduates Yash Goyal and Anant Bhardwaj, Krvvy (pronounced 'Curvy') aims to redefine the innerwear experience for Indian women by offering high-quality, functional, and comfortable products tailored to Indian body types. The brand's current product line includes bras, underwear, and shapewear, all designed with a solution-first approach that blends functionality, comfort, and style.
With the infusion of fresh capital, Krvvy plans to expand its online and offline presence nationwide. Currently, the brand sells its products through its website and major e-commerce platforms such as Amazon and Myntra. The funding will primarily be allocated to research and development, enabling Krvvy to broaden its product range and introduce innovative innerwear solutions to the Indian market.
Expressing enthusiasm about the investment, a spokesperson from Titan Capital stated, "With a sharp focus on combining functionality, comfort, and style, Krvvy is transforming the women's shapewear and innerwear market. Yash and Anant’s ability to iterate fast and stay close to the consumer’s needs makes us confident in their ability to redefine this market."
Aditya Singh, Co-founder of All In Capital, added, "Lately, Indian female consumers have started prioritizing function and comfort over fashion when it comes to innerwear, influenced by personalized options, increased awareness, and the growing movement of body positivity. Conversations around investing in quality products are also driving this shift. With these rising trends, we believe that Krvvy's designs can potentially disrupt India's women’s innerwear market, which is currently valued at over ₹50,000 crore. Krvvy has already achieved impressive growth, with a 40-fold increase in less than a year, and is well-positioned for significant future expansion."