Krvvy, a D2C innerwear brand in Noida, appeared on Shark Tank India, they got a ₹1.2 crore investment, which is a big step for them. This deal shows that investors are trusting D2C brands in India more, especially in areas like women’s innerwear and shapewear. These categories are changing because of brands that focus on comfort, inclusivity, and being online.
Yash Goyal and Anant Bhardwaj, who started Krvvy, were looking for ₹1.2 crore for 2% of their company, which they valued at ₹60 crore. After talking about the chance in the category, what makes their products different, and how the brand can grow, Namita Thapar offered ₹1.2 crore for 3% of the company. The founders took the offer. This is a key moment for the brand as it works to grow its online business.
Krvvy sees itself as a modern Indian D2C brand that focuses on comfy and useful women’s innerwear. This includes bras, underwear, and shapewear designed for daily confidence and comfort. The brand believes in inclusive sizing, thoughtful design, and good quality manufacturing. They want to fix the problems in India’s innerwear market where comfort and fit have often been sacrificed for style.
Krvvy is an online, direct-to-consumer brand. They have built their brand through online channels, which lets them stay close to what customers say, quickly make changes to their product design, and keep control of quality and prices. This fits well with current D2C market, where people are moving toward brands that offer personalization, transparency, and usefulness.
The Shark Tank deal comes as D2C personal care brands and D2C fashion and lifestyle startups are becoming more popular. This is because people are more aware of body positivity, inclusivity, and wanting comfortable products. Innerwear, which was once seen as something people didn’t care much about, is now becoming a popular, brand-focused area within the Indian D2C world. This makes Krvvy’s position in the market very well-timed.
From an investor’s view, this deal shows they are willing to invest in D2C brands that know what consumers want and have business models that can grow. The money Krvvy raised will help them make better products, add new products, invest in building their brand, and get more customers through online platforms. It also makes it possible for them to grow their online business, try new things, and reach more people in smaller cities and towns over time.
As there are more new D2C startups in the innerwear space, Krvvy’s focus on comfort and inclusive sizing gives them a good base to building a strong brand over time. The brand’s story also shows a change in D2C business in India, where founders are solving real, everyday problems with specific products instead of trying to follow broad fashion trends.
With support from an experienced investor in healthcare and consumer sectors in India, Krvvy is now moving into its next phase with more money, better execution, and more awareness. This deal adds to the Indian D2C updates, showing how online brands are changing traditionally underserved areas through new ideas, inclusivity, and talking directly to consumers.
