Jaipur | Rajshree Upadhyaya | Invogue was founded in 2019 by Maadhav Saxena, with Ragini Saxena later joining as co-founder to help scale the business into a growing name in India’s shapewear industry. Based in Delhi, the brand was created after Maadhav observed a major gap in the Indian market where most shapewear products were either uncomfortable for long use or designed mainly for western body types. The founders believed Indian women needed products that combined comfort, flexibility, and confidence without making shapewear feel restrictive or difficult to wear for extended hours.
With this vision, Invogue entered the market as a direct-to-consumer fashion and innerwear brand specializing in shapewear, bodysuits, compression wear, mid thigh shapers, and lingerie products. Instead of positioning the category purely around appearance, the founders focused on comfort-driven solutions suitable for sarees, western outfits, gowns, and daily wear. Their products emphasized breathable fabrics and body support while maintaining ease of movement, helping the company stand out in a category that was still developing rapidly in India.
Ragini Saxena played a key role in understanding customer feedback and shaping the brand’s identity. The company’s branding line, “Own Your Inner Bold,” reflected its attempt to build a more empowering and modern image around shapewear. Rather than selling the idea of body correction, Invogue marketed confidence and practicality, which connected strongly with urban consumers shopping online for fashion essentials.
During its early years, the company relied heavily on social media marketing, influencer collaborations, and digital-first growth strategies. The founders bootstrapped the business initially and focused on building repeat customers through product quality and targeted branding. Over time, Invogue expanded its customer base across India and reportedly served more than 80,000 customers. The company also strengthened its visibility through campaigns featuring actress Malaika Arora, helping the brand gain recognition in the premium women’s fashion segment.
Invogue received nationwide attention after appearing on Shark Tank India Season 5 in 2026. During the pitch, Maadhav and Ragini Saxena asked for Rs. 50 lakh in exchange for 1.25 percent equity, valuing the business at Rs. 40 crore. The founders explained that their products were specifically designed for Indian consumers and highlighted the growing demand for comfortable shapewear in the country. Although some sharks questioned the company’s execution, valuation, and growth pace, the pitch generated strong interest because of the category’s future potential.
Aman Gupta eventually offered Rs. 2 crore for 15 percent equity, making it one of the notable fashion-focused investments of the season. The appearance on Shark Tank India significantly increased Invogue’s visibility and introduced the brand to a much wider audience. The founders were appreciated for building a business in a niche segment that had long remained underserved in the Indian market.
As of 2026, Invogue is operational and continues to grow in the Indian shapewear and intimate wear industry through its direct-to-consumer business model and online presence. What started as a simple observation about comfort and fit gradually transformed into a recognized startup brand that brought modern shapewear conversations into mainstream Indian entrepreneurship. The journey of Maadhav and Ragini Saxena reflects how understanding a specific consumer problem can evolve into a scalable business with national recognition.
