In India’s fast-evolving D2C fashion landscape, building a brand in a sensitive and under-discussed category like innerwear and shapewear requires more than just great products, it demands empathy, trust, and deep consumer understanding. In an exclusive conversation, Yash Goyal, Co-Founder & CEO of Krvvy, shared the brand’s journey, early challenges, and long-term vision to become a women-first lifestyle brand rooted in comfort, quality, and confidence.
Launched in May 2024, Krvvy focuses on shapewear designed not for occasional use, but for everyday comfort,an approach that has helped the brand build strong early traction, with over 1 lakh customers and a healthy 35% repeat rate within its first phase of growth.
The Journey Behind Krvvy: From Finance to Fashion
Yash Goyal’s entrepreneurial journey began far from fashion. With a background in investment banking, his early exposure to Indian startups sparked a desire to understand business operations beyond spreadsheets, particularly marketing, consumer behavior, and brand building.
Along with his co-founder Anant, who brought complementary expertise in marketing and branding, Yash decided to pursue entrepreneurship full-time in August 2023. What followed was months of deep research, experimentation, and hands-on learning before Krvvy officially went live.
From day one, the founders were clear: if they were entering a category like shapewear, they had to truly understand women’s bodies, preferences, and everyday pain points—not rely on assumptions.
Understanding the Consumer: A Women-First Lens
One of Krvvy’s strongest differentiators has been its obsessive focus on consumer insight. Yash emphasized that building for women, especially in innerwear, requires listening more than selling.
To do this, the team created a focus group of 70–80 women who actively test products and provide detailed feedback on fit, fabric, comfort, and usability. This feedback loop plays a central role in shaping both current SKUs and future product roadmaps.
Yash also highlighted the importance of building a team with expertise in fashion, consumer behavior, and category nuance, especially critical in a market where body diversity is often underrepresented.
Cracking the Supply Chain in a Complex Category
While consumer insight was one challenge, building a reliable supply chain proved equally demanding. According to Yash, India’s innerwear and shapewear manufacturing ecosystem is still relatively immature, particularly for technically advanced products.
From identifying the right suppliers to navigating customs, duties, and international payments, Krvvy faced multiple operational hurdles. However, these early challenges helped the brand build a more resilient sourcing and production network, one that prioritizes consistency, quality, and timely delivery.
Branding in a Taboo Category
Building a brand in innerwear comes with unique cultural barriers. Yash acknowledged that shapewear remains a taboo topic for many consumers, making trust and communication critical.
Krvvy’s approach has been to create a secure, conversational, and respectful brand voice—one that encourages open dialogue through its growing community, Unhooked by Krvvy, rather than discomfort. By breaking down these barriers, the brand has been able to gather honest feedback, improve product-market fit, and foster deeper customer relationships.
Customer Feedback as a Growth Engine
At Krvvy, customer feedback is not just a function, it’s a priority. Yash shared that the founding team personally engages with customers, even when feedback is negative.
This hands-on approach has helped the brand quickly iterate on products, address concerns, and build long-term loyalty. A dedicated customer success team ensures continuous communication, reinforcing trust and transparency at every stage of the customer journey.
Channels, Reach, and Market Presence
Krvvy is currently a digital-first brand. While its primary sales channel is its own website, the brand has expanded its presence across major marketplaces including Amazon, Myntra, Ajio, and Nykaa.
In addition, Krvvy has embraced quick commerce platforms such as Zepto, Instamart, and Blinkit, helping the brand meet consumers where convenience matters most.
With over 1 lakh customers in just 18 months and strong repeat behavior, Yash credits consistent engagement, social media presence, and direct communication for building early momentum.
Differentiation and the Road Ahead
Rather than chasing rapid expansion, Krvvy focuses on category depth, selecting specific product lines for each platform to maximize performance. Product quality, value for money, and responsiveness to feedback remain core pillars of differentiation.
Looking ahead, the team is exploring the development of a mobile app to solve one of the biggest pain points in innerwear: sizing and fit. Leveraging technology to help customers make accurate choices could significantly enhance the shopping experience.
Vision: From Shapewear to Lifestyle Brand
Yash outlined a clear long-term vision for Krvvy, to evolve into a full-fledged lifestyle brand centered on comfort and high-quality essentials. Potential future categories include maternity wear, activewear, and swimwear, all aligned with the brand’s women-first philosophy.
Agility, consumer empathy, and brand integrity, he noted, will be key as the market evolves.
Funding, Validation, and Investor Confidence
On the funding front, Yash shared that Krvvy focused first on validation, seeking investor feedback early to understand market trends and expectations. By building strong revenue signals, data-backed insights, and a knowledgeable team, the founders were able to demonstrate the viability of the business model.
Investors, he said, were particularly drawn to the growing shapewear market, the brand’s deep category understanding, and its women-centric approach.
Conclusion
Krvvy’s journey is a compelling example of how thoughtful execution, consumer empathy, and operational discipline can unlock opportunity even in traditionally challenging categories. Under Yash Goyal’s leadership, the brand is not just selling shapewear, it is reshaping conversations around comfort, confidence, and everyday wear for women in India.
As Krvvy continues to expand its portfolio and strengthen its brand identity, its commitment to listening first and building with purpose may well define its path from a promising D2C startup to a trusted lifestyle brand.
Interview Conducted By: Arushi Agarwal
