MUMBAI: This October, as pink ribbons bloom across India, Krvvy, the country’s first functional d2c lingerie brand, is putting the spotlight on something often ignored in breast health conversations: the bra.
According to a recent Krvvy survey of over 1,000 women, 93 per cent rate comfort as important, 99 per cent say fit is key, yet one in three still choose bras through trial and error, with less than half relying on self-measurement or digital sizing tools.
“Women are increasingly aware of how comfort, fit, and fabric influence confidence, but few realise these factors also impact overall breast well-being,” said Krvvy co-founder and CEO Yash Goyal.
Founded in 2024 by engineering graduates Yash Goyal and Anant Bhardwaj, Krvvy has quickly become one of India’s most talked-about lingerie startups, redefining inner-wear with comfort, inclusivity, and function at its heart.
“We want women to see lingerie not as a beauty accessory, but as something that supports how they feel and care for their bodies every day,” Goyal added.
Earlier this year, Krvvy raised Rs 6.1 crore in pre-seed funding from Titan Capital, All In Capital, and angel investors. The brand is using the funds for rresearch and development, digital sizing innovation, and retail expansion, making functional, well-fitted lingerie accessible nationwide.
Krvvy’s approach blends data, design, and empathy, reflecting a shift in India’s Rs 80,000 crore women’s innerwear market, where conversations are moving from appearance to wellness and self-expression.
In collaboration with the Indian Cancer Society, Bengaluru, Krvvy is promoting self-awareness, self-check, and self-care, reminding women that a simple, well-fitted bra is more than comfort, it’s a small, daily act of care.
“We are not medical experts,” Goyal added, “but small changes in what women wear closest to their skin can inspire a mindful relationship with their bodies. Comfort is the first form of care.”
As Breast Cancer Awareness Month continues, Krvvy’s message is clear: everyday comfort isn’t a luxury, it’s a foundation of well-being.
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