Emerging D2C brands Krvvy and Ugees have announced a strategic partnership to enter India’s premium innerwear and care market. This collaboration reflects a shift in the Indian D2C sector, where new startups are moving beyond single-category offerings to develop ecosystem-driven consumer brands.
Krvvy, specializing in women’s innerwear and shapewear, and Ugees, focused on intimate wear washing products, are aligning their product ranges to enhance customer experience, improve retention, and lower acquisition costs. This partnership highlights a trend among early-stage VC-backed D2C brands in India to prioritize long-term value creation over short-term transactions.
The collaboration is intended to boost D2C revenue by combining complementary product categories. Rather than operating independently, both brands aim to create a connected customer journey that covers purchase and post-purchase care—an approach increasingly observed in D2C brand strategies and projected market trends.
For Krvvy, this alliance extends into post-purchase engagement and customer lifecycle management. Incorporating Ugees’ care solutions helps deepen customer relationships and encourages repeat purchases, which are critical for sustaining growth in the D2C space. This approach aligns with shifting consumer preferences, where buyers seek comprehensive solutions instead of isolated products.
Since its launch in 2024, Krvvy has reached over 100,000 customers across Tier 1 to 3 cities, reflecting rapid growth. The brand operates on multiple platforms, with its own website generating the majority of revenue, emphasizing the increasing significance of owned sales channels in India’s Direct-to-Consumer market.
Ugees, established earlier, has completed over 500,000 orders and served 350,000 unique customers while maintaining close to 100% annual growth. The brand addresses a key awareness gap, as many consumers still use standard detergents for intimate wear, which can cause skin issues. This educational focus corresponds with broader trends in D2C product innovation within personal care and wellness sectors.
Both companies maintain robust unit economics, with gross margins around 70%, a common benchmark for premium D2C brands in India. Margins on quick commerce channels are somewhat lower due to platform fees, yet these channels remain important growth drivers, underscoring the need to balance D2C retail with e-commerce strategies.
Krvvy currently reports revenue near ₹6 crore and aims for ₹15 crore by year-end, supported by plans to expand D2C presence, launch new products, and increase marketplace penetration. Ugees has a diversified revenue mix: approximately 45% through its website, 40% via marketplaces such as Amazon, and 10% on quick commerce platforms.
Looking forward, both brands are testing offline retail initiatives as part of an omnichannel approach, planning pilot projects before broader rollout. This move reflects a larger trend within India’s D2C ecosystem, where digitally native brands are investing in physical retail to improve customer engagement.
The partnership coincides with upcoming funding rounds. Krvvy intends to raise capital to support offline expansion and brand development, while Ugees plans to secure ₹12–15 crore to enhance marketing, distribution, and product innovation. These efforts align with growing investor interest in India’s D2C sector, including angel investors and private equity funds.
In summary, this collaboration exemplifies a trend toward ecosystem-led growth in India’s D2C market. Rather than competing narrowly, brands are working together to offer integrated customer experiences that drive higher retention, stronger loyalty, and scalable growth.
Amid a rapidly changing D2C landscape, Krvvy and Ugees demonstrate how partnership, innovation, and a consumer-focused approach can reshape growth strategies for the next generation of Indian D2C startups.
