Jaipur | Rajshree Upadhyaya | Yash Goyal and Anant Bhardwaj established their identity by launching the fast-growing women’s shapewear brand Krvvy in 2023. They entered one of India’s most competitive fashion segments with a clear vision-to create shapewear and innerwear products specifically designed for Indian customers. The founders observed that most products in the market either focused heavily on aesthetics or were tailored to Western body types. As a result, many Indian women were looking for comfortable and practical options for everyday wear. This insight became the foundation of Krvvy, a brand built around comfort, inclusivity, and functionality.
Before starting the company, Yash Goyal worked in investment banking, while Anant Bhardwaj came from an engineering background. Despite having no prior experience in the innerwear industry, they spent months conducting feedback sessions, market research, and product testing to understand customer pain points. Their focus was not just on creating stylish products but also on solving issues related to fit, flexibility, and comfort that many customers regularly face.
Krvvy began as a direct-to-consumer brand offering women’s shapewear, innerwear, bodysuits, and fashion accessories. The company quickly positioned itself as a comfort-first brand, using fabric blends like polyamide and spandex to provide stretch and support. One of the brand’s key strengths has been its focus on inclusive sizing and products designed for Indian body structures rather than adopting global designs. Over time, its shapewear collection emerged as a major growth driver, helping the startup establish a strong market presence.
Expansion through online marketplaces
The brand experienced rapid growth in a short period. Along with its own website, Krvvy expanded through online marketplaces such as Amazon and other platforms, enabling it to reach customers in metro cities as well as smaller towns. During its early growth phase, the founders noted that most demand was coming from major urban markets, reflecting the increasing acceptance of modern shapewear products among a wider audience.
As the company grew, investor interest also increased significantly. Krvvy raised approximately Rs. 6.1 crore in pre-seed funding from investors like Titan Capital and All In Capital. This funding helped the founders strengthen product development, improve brand visibility, and enhance operational capabilities. The startup’s growth trajectory and category positioning soon earned it a spot on Shark Tank India Season 5, where the founders gained nationwide recognition. During their pitch, Yash Goyal and Anant Bhardwaj sought Rs. 1.2 crore for 2% equity, valuing the company at Rs. 60 crore. They revealed that Krvvy had generated nearly Rs. 6 crore in revenue within just seven months and aimed for strong annual growth ahead. Their pitch sparked detailed discussions among the sharks around profitability, customer acquisition, and long-term scalability. Namita Thapar eventually invested Rs. 1.2 crore for 3% equity, bringing the company’s valuation to around Rs. 40 crore.
Plans to expand into offline retail
One of the most talked-about aspects of the episode was how the founders successfully built a women-focused brand despite not being part of the core customer demographic. The sharks acknowledged their efforts in understanding customer behavior and focusing on real consumer needs rather than just following trends. As of 2026, Krvvy is actively expanding in India’s growing shapewear and women’s innerwear market. Following its appearance on Shark Tank India, reports suggest that the company plans to introduce more products, strengthen distribution channels, and gradually expand into offline retail as well. With increasing visibility, investor support, and a rapidly growing customer base, Krvvy is positioning itself as a modern Indian shapewear brand focused on comfort-driven fashion.
