Rajshree Upadhyaya | Jaipur | Business Remedies | In India, Rahul Tyagi and Samiksha Yadav founded Ugees in 2022, carving out a unique identity by rethinking undergarment hygiene. They were driven by a simple yet often overlooked idea: intimate clothing requires care different from regular garments. In most Indian households, undergarments are washed using the same detergents meant for jeans, shirts, and towels, exposing delicate fabrics and sensitive skin to harsh chemicals.
The founders believed that this everyday habit posed risks to both hygiene and comfort. This belief led to the creation of Ugees as a brand focused specifically on the care of intimate wear. As a direct-to-consumer startup, Ugees launched its flagship product-a plant-based undergarment wash designed especially for bras, panties, socks, shapewear, gym wear, and other delicate fabrics.
The formulation was kept free from sulphates, parabens, bleach, and artificial colours, making it gentle on the skin while preserving fabric quality. Marketed as a pH-balanced and eco-friendly solution, the product aimed to combine hygiene with sustainability by using biodegradable ingredients and thoughtfully designed packaging to appeal to conscious consumers.
Over time, the brand expanded its portfolio to include liquid wash variants, combo packs, and bundled offerings tailored for both home and travel needs. Building awareness around such a niche category, however, was not easy. The real challenge was not product development, but changing consumer behaviour. Many people did not immediately understand the need for a separate wash for intimate clothing, especially in households accustomed to washing machines and multipurpose detergents. Rahul and Samiksha focused on educating customers about skin sensitivity, bacterial buildup, and the importance of caring for delicate fabrics. Their communication strategy emphasized health, hygiene, and long-term comfort, rather than positioning Ugees as just another cleaning product.
Brand Recognition Grows Through Exposure
A major turning point for Ugees came with its appearance on Shark Tank India Season 4. Entering the tank with confidence, the founders sought an investment of Rs. 50 lakh for 2.5 percent equity, valuing the company at around Rs. 20 crore. During their pitch, they shared that the company had generated approximately Rs. 63 lakh in revenue in FY 2022-23 and about Rs. 1.75 crore in FY 2023-24.
While some sharks questioned whether consumers truly needed a specialized undergarment wash, the founders firmly defended their category-creation strategy. After discussions, Anupam Mittal offered Rs. 50 lakh for 4 percent equity, bringing the valuation to around Rs. 12.5 crore. The founders accepted the deal, gaining not just capital but also mentorship and national visibility. The exposure from the show significantly boosted brand recognition and sparked broader conversations around intimate hygiene products in the mainstream market.
Evolving Into a Growing Personal Care Brand
Today, Ugees continues to operate actively, selling its specialized undergarment wash products through online platforms and direct channels. The company is focused on strengthening its digital presence, refining its messaging, and expanding distribution to reach a wider audience. What began as a niche idea has now grown into an emerging personal care brand rooted in education and everyday practicality.
By identifying a silent gap in household cleaning routines and building products around it, Rahul Tyagi and Samiksha Yadav have created a distinct space for Ugees within India’s rapidly growing direct-to-consumer ecosystem.
