Shapewear startup Krvvy clinches a marquee deal after fierce Tank pitch.
India’s rapidly growing shapewear market saw a standout moment on Shark Tank India Season 5, as new-age brand Krvvy secured a high-profile investment following an intense pitch battle with another emerging player. Founded in 2023 by Yash Goyal and Anant Bhardwaj, Krvvy raised Rs 10.2 million for a 3 per cent equity stake from Namita Thapar, valuing the company at Rs 400 million. The deal underscored strong investor confidence in the brand’s function-first and inclusivity-driven approach.
Krvvy’s pitch drew attention for more than just numbers. The journey of two male founders building a women-focused innerwear and shapewear brand—centred on addressing everyday yet often overlooked concerns around fit, comfort and usability—resonated strongly with the Sharks. Reflecting on an earlier missed opportunity, Anupam remarked emotionally, “Pehle mujhe rone do… Sorry maine pehle aapko decline kar diya tha jab aapki 2–3 lakh ki revenue thi,” recalling his initial interaction with the founders at a very early stage of the business.
Impressed by the brand’s rigorous focus-group testing, growing traction in Tier 2 and Tier 3 markets, and sharp execution, Namita Thapar probed Krvvy’s growth story. With revenues touching Rs 60 million in just seven months and a projected annual run rate of Rs 150 million, she asked pointedly, “Rs 10 million se Rs 150 million kaise?” (“From Rs 10 million to Rs 150 million—what’s the secret?”). She also aligned with the founders’ vision of positioning shapewear as everyday innerwear for Indian women, anchored in comfort and accessibility.
Positioned as a brand designed for “Indian body types at an Indian price point,” Krvvy offers a wide portfolio spanning innerwear, shapewear, bodysuits and accessories. The Sharks praised the product’s premium quality and fabric composition of 65% polyamide and 35 per cent spandex. With fresh capital in hand, Krvvy now plans to expand its product range and explore experience-led retail stores, marking a key milestone in its growth journey.