Invogue Shop, a company from Delhi, had a big moment on Shark Tank India Season 5. They got an investment of ₹2 crore, which shows that investors have faith in the growing direct-to-consumer fashion scene in India. This deal shows that D2C brands in India, especially shapewear and innerwear, are getting more popular as customers want comfy, body-positive, and online fashion brands.
Maadhav Saxena and Ragini Saxena, who started Invogue Shop, asked for ₹50 lakh for 1.25% of their company, valuing it at ₹50 crore. After some talk about the brand’s potential, category, and how well it could grow, Aman Gupta offered ₹2 crore for 15% equity. The founders said yes, making it one of the biggest D2C funding moments on the show this season.
Invogue Shop is mostly an online shapewear and lingerie brand. They sell good shapewear for ladies that make them feel confident, comfy, and good about their bodies. They sell bodysuits, body shapers, mid-thigh shapers, and lingerie that fits Indian body types. As a direct-to-consumer brand in India, Invogue wants to get rid of the discomfort that usually comes with shapewear by using new materials, good fit, and sizes for everyone.
The brand has been growing by using online ads and building a community. Recently, Invogue Shop started a campaign on Instagram with Bollywood star Malaika Arora. It showed off their high-compression shapewear made for Indian body types. The campaign really helped people remember the brand, get involved on social media, and buy their products. It shows how D2C startups with celebrity support are changing how they sell things in India.
This Shark Tank deal comes as D2C fashion and lifestyle brands are doing well because people want comfy clothes, find brands through creators, and have better shipping and return options. Invogue Shop’s focus on being online, using influencers, and getting repeat customers puts them in a good spot among the latest D2C startups that are growing in a good way.
From an investor’s view, this deal shows that there’s more interest in D2C brands that have good products, clear money management, and are different from others. The money will let Invogue Shop make better products, grow its supply chain, spend more on marketing, and reach more customers directly in India. It also opens doors for growing into new D2C plans, trying out physical stores, and getting more funding as the brand gets bigger.
Shapewear is still a category that isn’t fully explored but has a lot of potential in the D2C business in India. This is especially true as people in cities and towns are becoming more aware of fit, comfort, and body confidence. Invogue Shop’s focus on Indian sizes, using technology in design, and selling through social media fits well with the D2C market trends of 2025 and how customers are changing.
With support from a top investor in India, Invogue Shop is moving into its next growth stage with better plans, more money, and a stronger brand. The deal is a good addition to Indian D2C news, showing how online brands are changing fashion retail in India.
