What started as a personal effort to solve a loved one’s everyday problem has today turned into one of the most talked-about founder stories on Shark Tank India Season 5. Invogue, India’s homegrown shapewear brand, has secured a ₹2 crore investment from Aman Gupta, marking a major milestone in its two-year-old journey.
Founded by 25-year-old entrepreneur Maadhav Saxena, Invogue was born out of a simple but powerful insight: the lack of shapewear designed specifically for Indian body types. The idea took shape in 2023 when Maadhav set out to create products that delivered comfort, confidence, and real performance, without forcing women to compromise. Soon after, Ragini joined as Co-founder, bringing a first-hand consumer perspective into fit, comfort, and everyday usability, helping shape the brand’s core philosophy.
At a time when shapewear was still an underdeveloped category in India, Invogue chose a path less travelled. The brand remained entirely bootstrapped, focusing on product quality, industry-leading compression, and profitability rather than high marketing spends. That disciplined approach has paid off. Today, Invogue serves over 80,000 customers, building a strong reputation for silhouettes that work effortlessly across both ethnic and contemporary outfits.
Speaking about the journey, Maadhav Saxena said the brand was never built to chase trends or noise. Since its launch in 2023, Invogue has focused on staying ahead of the market by at least six months through innovation and performance-led design. The long-term vision, he shared, is to build Invogue into a “foundation fashion” brand, the essential layer beneath every outfit. The product roadmap now extends beyond core shapewear into sculpted bras, innerwear, tummy tuckers, swimwear, and other confidence-driven categories.
2026 marks a strategic growth phase for the brand. Invogue is now actively raising capital to scale operations, expand categories, and strengthen its omnichannel presence across online and offline retail. As part of this expansion, the brand recently collaborated with Malaika Arora on a digital campaign aimed at reaching a broader, style-forward audience.
Invogue’s appearance on Shark Tank India Season 5 proved to be a turning point. The founders’ clarity, capital discipline, and focus on profitability resonated strongly with the Sharks. Their journey, built without external funding at just 25, stood out as a rare example of patience and long-term thinking.
Ultimately, Aman Gupta, known for backing young and ambitious founders, placed his bet on Invogue with a ₹2 crore investment. Post the deal, Aman Gupta said he saw the founders as underdogs with the potential to achieve the impossible, given the right guidance and support.
Looking ahead, Invogue plans to scale thoughtfully while staying true to its core belief: building products that prioritise confidence, comfort, and performance. More than just a Shark Tank moment, this investment signals the beginning of Invogue’s next chapter, scaling a brand that chose substance over speed.
-By Shivani Solanki
