Women’s innerwear and shapewear brand Krvvy and intimate wear wash brand Ugees have entered into a strategic collaboration as both companies seek to expand into adjacent categories, improve customer retention and reduce acquisition costs, the firms said in a joint interaction.
The partnership reflects a broader trend among early-stage direct-to-consumer (D2C) brands to build ecosystem-led offerings rather than operate within single product categories.
Yash Goyal, Co-founder of Krvvy, stated that the collaboration extends beyond product sales into post-purchase care and lifecycle management. He added that the company views product care as part of its responsibility and that the partnership is expected to strengthen customer engagement and encourage repeat purchases.
Founded in 2024, Krvvy currently serves more than one lakh customers across Tier-1, Tier-2 and Tier-3 cities. The brand operates across online marketplaces and quick commerce platforms, with its own website contributing the majority of its revenue.
For Ugees, the collaboration is driven by the need to build awareness in a relatively underdeveloped category. Rahul Tyagi, Co-founder of Ugees, stated that many consumers continue to use regular detergents for innerwear, which may cause skin issues due to harsh chemicals. He added that the company was established on the premise that intimate wear requires specialised care, noting that awareness in the segment remains limited.
Launched in 2022, Ugees has processed over five lakh orders and serves more than 3.5 lakh unique customers, reporting annual growth of around 100% since inception.
In terms of financial performance, Krvvy reported revenue of approximately Rs. 6 crore (US $638,000) by September in the current financial year and is targeting Rs. 15 crore (US $1.59 million) for the full year. The company plans to scale through new product launches, category expansion and deeper marketplace penetration. Its website currently contributes around 60% of revenue, with additional sales coming from platforms such as Amazon, Myntra and quick commerce channels.
Ugees generates around 45% of its revenue through its website, 40% via Amazon and approximately 10% from quick commerce platforms, with metro cities accounting for the bulk of its sales.
Both companies operate with gross margins of approximately 70%, although margins are somewhat lower on quick commerce platforms due to their billing structures.
In terms of offline strategy, both brands are in early stages of physical retail expansion. Krvvy plans to pilot offline stores following its next funding round, while Ugees currently operates through a limited number of retail outlets in select cities.
Anant Bhardwaj, Co-founder of Krvvy, stated that quick commerce is emerging as a key growth channel, particularly for innerwear purchases, which are often driven by immediate need. He added that the company plans to raise fresh capital in the second half of the year to support offline expansion, product development and brand growth.
Ugees is also preparing to raise between Rs. 12 crore (US $1.27 million) and Rs. 15 crore (US $1.59 million) to expand its marketing and distribution capabilities and to introduce new products.
The companies indicated that the collaboration would initially be tested for cross-selling opportunities, with the potential to evolve into a long-term commercial partnership depending on early performance.
