New Delhi, Mar 24: Amid a growing shift towards hygiene-first and on-the-go lifestyles, Krvvy, a function-first women’s innerwear brand, has partnered with Ugees, among India’s top undergarment wash brands to introduce a travel-friendly intimate wash designed specifically for women’s innerwear.
The collaboration marks a strategic move to extend innerwear beyond product into care, addressing a largely under-served yet essential category. Combining Krvvy’s comfort-led approach with Ugees’ expertise in specialised undergarment care, the solution is designed to make innerwear hygiene more accessible and suited to modern fast-paced lifestyles.
Created for portability and ease of use, the travel-friendly intimate wash is designed to support everyday innerwear hygiene, whether at home, on the go, or while managing increasingly dynamic daily routines. While its compact, easy-to-carry format makes it convenient for travel, the product’s core focus is on ensuring quick, effective cleaning of intimate wear anytime, without relying on conventional laundry setups.
By enabling regular, gentle cleansing of undergarments, it helps maintain fabric quality, hygiene, and overall garment longevity, making it a practical addition to daily personal care, not just a travel essential. Formulated with natural surfactants, it is bleach-free, sulphate-free, and pH-balanced, ensuring a gentle yet effective cleanse that is both skin-safe and fabric-friendly.
The launch reflects a gradual shift within the category, where brands are beginning to look beyond the point of purchase and address how products are used and maintained over time. As consumers place greater emphasis on hygiene and product longevity, care is emerging as a relevant extension of the innerwear segment.
Commenting on the partnership, Yash Goyal, Co-Founder & CEO, Krvvy, said,
“While innerwear as a category has evolved significantly in terms of design and comfort, care has largely remained overlooked. This collaboration isa step towards building a more complete ecosystem, one that simplifies how innerwear is maintained alongside how it is designed and experienced. Beyond the product, this launch is alsoabout normalising conversations around
an often under-discussed category, bringing in themes of inclusivity, body positivity, and everyday hygiene that are especially relevant to women’s innerwear. Our aim is to make these conversations more open, practical, and stigma-free, while building habits that truly support women’s lifestyles.”
Adding to this, Rahul Tyagi, Founder, Ugees, said, “For years, undergarment washing has been rooted in age-old habits, often time-consuming and, at times, compromising on proper hygiene. Despite innerwear requiring specialized care, the solutions available have largely failed to evolve alongside changing consumer lifestyles. As people travelmore and lead increasingly dynamic routines, there is a growing need for solutions that offer both convenience and effective care. With Krvvy, we saw an opportunity to make innerwear care more intuitive, something that fits seamlessly into daily routines rather than feeling like an addedstep.”
Notably, both Krvvy and Ugees have been featured on Shark Tank India, reflecting their strong consumer resonance and growing visibility in India’s startup ecosystem. The Krvvy–Ugees partnership underscores a broader shift in consumer behavior where practicality, hygiene, and thoughtful design are becoming key purchase drivers. By extending beyond core products into care solutions, both brands are tapping into a more holistic, habit-driven consumption pattern, one that moves from occasional purchase to everyday utility, seamlessly integrating hygiene into consumers’ daily routines.
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