New Delhi: Women’s innerwear and shapewear brand Krvvy and intimate wear wash brand Ugees have entered into a brand collaboration as both startups look to build adjacent consumer categories, improve retention and reduce customer acquisition costs, the brands told ETRetail in a joint interview.
The partnership reflects a growing trend among early-stage D2C brands to build ecosystem-led plays instead of operating in single product categories.
For Krvvy, the collaboration extends beyond product sales into post-purchase care and product lifecycle, said Yash Goyal, cofounder of Krvvy.
“We don’t stop at the sale — how the product is cared for is our responsibility too,” Goyal said, adding that the collaboration helps the brand build stronger customer engagement and repeat behaviour.
Krvvy, launched in 2024, currently serves over one lakh customers across tier 1, 2 and 3 cities and operates across marketplaces and quick commerce platforms, with its own website contributing the majority of revenue.
Creating a new product category
For Ugees, the collaboration is driven by category education and product relevance, said Rahul Tyagi, cofounder of Ugees.
He said a large number of consumers still use regular detergent for innerwear, which can cause skin issues due to harsh chemicals. “We built Ugees around the idea that intimate wear needs specialised care, and awareness in this category is still very low,” Tyagi said.
Launched in 2022, Ugees has crossed 5 lakh orders and 3.5 lakh unique customers, growing at around 100 per cent year-on-year since launch.
Revenue growth and channel mix
Krvvy closed at around Rs 6 crore revenue by September in the current financial year and is targeting around Rs 15 crore for the full year, with plans to scale significantly through new product launches, category expansion and deeper marketplace penetration.
The brand currently sells across Amazon, Myntra and quick commerce platforms, while its website contributes around 60 per cent of revenue.
Ugees, on the other hand, earns around 45 per cent of revenue from its website, 40 per cent from Amazon and around 10 per cent from quick commerce platforms, with metro cities contributing the majority of sales.
Both companies operate with gross margins of around 70 per cent, though margins are slightly lower on quick commerce due to the platform billing structure.
Offline and quick commerce strategy
Both brands are still early in offline retail and plan pilot launches before scaling physical retail. Krvvy plans offline pilots after its next fundraise, while Ugees currently sells through a small number of retail stores in select cities.
Quick commerce is emerging as a key growth channel, particularly for innerwear purchases, which are often last-minute purchases, said Anant Bhardwaj, cofounder of Krvvy.
Krvvy plans to raise fresh capital in the second half of the year to fund offline expansion, product launches and brand growth. Ugees is also preparing to raise Rs 12-15 crore to expand marketing and distribution and launch new products.
