Let’s be honest, men’s underwear isn’t exactly the sexiest startup idea. But in 2017, Yogesh Kabra looked at a shelf full of boring black, white, and grey undies and thought, “Why does everything look like it was designed by someone who hates fun?” And just like that, XYXX was born.
From Surat’s textile lanes to a ₹128 crore revenue brand, XYXX is proof that even the most overlooked wardrobe essential can be reimagined, with the right mix of fabric, flair, and fearless disruption.
From Family Fabrics to Fashion Forward
Yogesh wasn’t new to the world of textiles. Born into a family steeped in fabric trade, his childhood dinner table convos were less about cartoons and more about cotton counts and weaving techniques. After completing his MBA from Hult International Business School, he worked in the US and even did a stint at Techstars, one of the world’s top startup incubators.
But the call of entrepreneurship (and maybe the smell of fresh fabric rolls) brought him back to Surat in 2015. While helping out in the family business, he noticed something odd: men’s innerwear in India was stuck in a time warp.
The “Aha!” Moment in a Store Aisle
In a multi-brand retail store in Surat, Yogesh had his lightbulb moment. Every premium innerwear brand looked the same, same colors, same cuts, same meh vibes. Apart from Jockey, everything else felt like a knockoff.
So he asked the million-rupee question: Why should undies look and feel the same?
Spoiler: They shouldn’t. And XYXX was his answer.
The Name That Makes You Go “Wait, What?”
XYXX isn’t just a random jumble of letters. It’s a nod to chromosomes, XY for men, XX for women, and a clever way to stand out in a crowded market. As Yogesh puts it, “In a sea of sameness, both the product and the name need to pop.”
Mission accomplished.
Makes XYXX So Dang Different
Let’s break it down:
🧵 MicroModal Magic
While everyone else was stuck on cotton, XYXX introduced TENCEL™ Modal, a fabric that’s:
– 3X softer than cotton
– 50% more moisture absorbent
– Biodegradable (yes, your undies can return to the earth)
🔁 Risk-Free Returns
Buying underwear online sounds risky, right? Not with XYXX. They introduced risk-free returns, so no one has to feel “undie-trapped” ever again.
🎨 Colors, Prints & Waistband Sass
Say goodbye to boring basics. XYXX brought in bold colors, quirky prints, and waistbands that actually look cool. Because why should women have all the fun?
The Rocky Start (And the Pep Talk That Changed Everything)
When Yogesh first pitched his idea, a family friend (and big-time businessman) said, “Why would anyone ditch Jockey for your brand?”
Ouch!
Feeling defeated, he called his childhood friend, who dropped the ultimate wisdom bomb:
“If you’ve spotted a gap, it means you’re seeing what others don’t. Do it. Even if you fail, at least you won’t die with regret.”
And just like that, XYXX launched in December 2017.
The Growth Curve That’s Anything But Basic
XYXX’s revenue journey is the stuff of startup dreams:
- FY19: ₹6 crore
- FY20: ₹20 crore
- FY21: ₹45 crore
- FY22: ₹105 crore
- FY24: ₹128 crore (up 24.15% YoY)
And while they’re still in the red, they’re moving in the right direction:
– FY24 net loss: ₹35.4 crore (down 21.16% from FY23)
– Total expenditure: ₹166.9 crore (up just 11.64%)
Translation: They’re spending smarter, growing faster, and bleeding less.
Omnichannel FTW: Online + Offline = 💯
Unlike many D2C brands that live and die by Instagram ads, XYXX went hybrid:
– Present in 10,000+ multi-brand outlets across 70 cities
– 50% of revenue from offline stores
– The rest from their website and online marketplaces
Turns out, Indian men still like to touch before they buy. Respect.
Sustainability That’s More Than Just a Buzzword
XYXX isn’t just about looking good, it’s about doing good too.
– Their MicroModal fabric is made from sustainable wood pulp
– It’s biodegradable, breathable, and better for the planet
– They’re actively working to reduce their carbon footprint and educate consumers on eco-friendly fashion
Because saving the planet > fast fashion.
Backed by Big Bucks
XYXX has raised over ₹100 crore from investors like:
– Sauce.vc
– DSG Consumer Partners
– Synergy Capital
– And even Amazon (yes, that Amazon)
They’re not just a brand, they’re a soonicorn in the making.
Final Thoughts: From Underdog to Undie King
Yogesh Kabra didn’t just build a brand; he built a movement. One that’s:
– Redefining comfort
– Normalizing bold choices
– And proving that even underwear can be a statement
So the next time you’re shopping for innerwear, ask yourself:
Do I want basic briefs or bold brilliance?
If it’s the latter, you know where to look.
Shop now: XYXX
