Launch · Commerce & Consumer Brands

Krvvy builds shapewear brand with community focus

By Startup Enthusiast · 17 January 2026

What they do

Krvvy is a direct-to-consumer shapewear brand for everyday comfort

Launched in May 2024, it has served over 1 lakh customers in 18 months

The brand uses a conversational voice to destigmatise shapewear in India

Krvvy launched in May 2024 as a direct-to-consumer shapewear brand.
The brand focuses on everyday comfort and positions itself as a women-first lifestyle brand.
It has served over 1 lakh customers in 18 months since launch.
The repeat purchase rate is 35%.
Products are sold through its own website and marketplaces like Amazon, Myntra, Ajio, Nykaa, Zepto, Instamart, and Blinkit.
The brand runs a community called Unhooked by Krvvy.
It uses a focus group of 70–80 women for product testing and feedback.
The shapewear category was considered taboo in India, and Krvvy uses a conversational, respectful voice.

India's innerwear and shapewear manufacturing ecosystem is still immature.
The brand's high repeat rate suggests strong product–market fit.
Expanding into maternity, activewear, and swimwear signals a broader lifestyle play.

Krvvy is a D2C shapewear brand focused on everyday comfort.
It sells through its own website and major e‑commerce platforms.
The brand has a community called Unhooked by Krvvy.
It involves a focus group of 70–80 women for product testing.
The brand uses a conversational and respectful voice to destigmatise shapewear.

Product: Functional lingerie, shapewear, and innerwear designed for Indian women.
Customers: Indian women buying innerwear and shapewear.
How it makes money: Direct-to-consumer brand selling through its website and major marketplaces.
What sets it apart: Products are tailored to Indian body types with an emphasis on comfort and inclusivity.
Operations: Selling online and expanding its offline presence nationwide.