Shapewear becomes wardrobe essential, draws startups, titans

Shapewear is quietly reshaping India's apparel landscape as demand shifts towards functional, everyday innerwear that affirms both confidence and body positivity.

- Sowmya Ramasubramanian & Vaeshnavi Kasthuril

Noida-based Krvyy is set to close a follow-on capital from existing investors, a year after it raised a pre-seed funding of 6.1 crore.

From established players to startups, apparel brands are increasingly focusing on shapewear—body-hugging innerwear worn under clothes to provide support and improve fit—as it delivers steady demand even when fashion spending is weak.

Easy availability on quickcommerce portals and strong discoverability on social media are repositioning shapewear from an occasional purchase to a wardrobe essential for young consumers, making it a niche, scalable category. Reliance Retail, which owns Clovia and Zivame, and startups are expanding into shapewear.

Growing demand for control panties and shaping tanks to waist trainers is also drawing investors. Shapewear startup Underneat, founded by content creator Kusha Kapila, raised $6 million in pre-Series A round in December, led by Fireside Ventures.