Rising from a humble Rs. 6 crore (US $ 700,000) revenue in FY ’19 to crossing Rs. 131 crore (US $ 15.28 million) in FY ’24, Surat-born menswear brand XYXX is becoming a force to be reckoned with in India’s innerwear and loungewear space. Launched in 2017, the brand has brought about intelligent innovation with a down-to-earth retail approach—retailing a staggering 9 million units of underwear during the previous fiscal year alone.
At the core of XYXX’s success is a product-led strategy. The business has differentiated itself in a crowded market through technical advancements like odour management, moisture-wicking properties, and high-end fabrications like Tencel Modal, which boasts higher softness and breathability than standard cotton.
Whereas most D2C startups zeroed in on e-commerce playbooks, XYXX went the opposite way—striking a balance between digital success and strong offline distribution. Today, the brand is retailed on online platforms as well as through more than 10,000 multi-brand stores in 70+ cities, providing it with a pan-India presence that most young brands can only dream of.
Yogesh Kabra, XYXX’s founder, said that they prioritised sustainable growth—reaching the product into people’s hands and iterating based on feedback. That mindset has driven XYXX’s expansion from innerwear into loungewear and athleisure, including joggers, T-shirts, and sweat-resistant vests—product categories in alignment with India’s shifting preference for multipurpose, comfort-oriented clothing.
Now, the brand is aiming even higher, wanting to transform itself into a comprehensive men’s lifestyle brand. Initiatives are on the cards to scale up marketing activities, with an emphasis on conveying the functional advantages of the brand and its deeper connection with an even larger segment of Indian customers.
