Men’s innerwear is supposed to be comfortable—but shopping for it in India? A nightmare.

Same old brands. Same boring designs. Same stiff, scratchy fabric that turns into a sauna in the Indian heat.

Enter XYXX.

This Surat-based brand didn’t just add more colors to the underwear aisle. They flipped the entire industry on its elastic waistband.

Now, with ₹128 Cr revenue in FY24 and a 50-70% projected YoY growth, they’re fast becoming the brand every Indian man actually wants to wear

The Underwear Seismic Shift With XYXX

Back in 2015, founder Yogesh Kabra walked into a multi-brand store in Surat and couldn’t find what he was looking for.

🚫 Every underwear brand looked the same.

🚫 The “premium” ones were just overpriced versions of the same thing.

🚫 No one cared about fit, fabric, or real comfort.

Having seen global brands like Calvin Klein & Hanro innovate in the US, he knew India deserved better.

So, in 2017, he launched XYXX to give Indian men innerwear that matched their lifestyle—softer, cooler, and not just functional, but aspirational.

And that became XYXX’s edge.

Cracking The Comfort Code With A Fabric-First Approach

Most innerwear brands slap a logo on cheap cotton and call it a day. XYXX went in the opposite direction.

Their secret sauce? TENCEL™ MicroModal fabric.

✅ 3X softer than cotton
✅ Cooler to touch
✅ 50% more moisture-absorbent
✅ Biodegradable & eco-friendly

Basically, underwear that feels luxurious but functions like a second skin—perfect for India’s climate.

The Marketplace & D2C Balancing Act 🛒

Most D2C brands go all-in on their website. Others focus purely on offline retail.

XYXX cracked both.

📌 50% revenue from online (Amazon, Myntra, Flipkart, Ajio) 📦
📌 15% from D2C & quick commerce 🚀
📌 35% from general trade, modern trade & EBOs 🏬

They’re killing it in quick commerce too.

📌 Launched on BlinkIt (29 cities), Swiggy Instamart & Zepto in Nov 2023
📌 20% MoM sales growth on these platforms
📌 ₹1.5 Cr in sales from quick commerce in Q1 2024

Retailers Can’t Say No to XYXX

Unlike Jockey (which has a stranglehold on retail), XYXX is making it easier than ever for retailers to stock their products.

💡 22,000+ retail touchpoints across 160+ cities
💡 85+ modern trade counters

Retailers love them because XYXX gives them better margins than legacy brands. On top of that, the trendy, aspirational appeal of XYXX not only pulls in both Gen Z & millennials but also moves off shelves fast.

The Risk-Free Marketing Genius 🎯

Convincing men to switch underwear brands is hard.

Solution? Take away the risk.

XYXX launched India’s first-ever risk-free return policy for underwear:

Buy it. Wear it. Return it if you don’t love it. No awkward questions. 100% refund for first-time buyers.

🚀 Result? Mass adoption.

And it wasn’t just a marketing gimmick.

They partnered with Clothes Box Foundation to upcycle returned innerwear into dog beds & useful fabric products—turning potential waste into impact.

And it worked.

🔥 10% social media engagement boost
🔥 50% sales jump post campaign
🔥 3rd highest-selling trunks brand on Amazon

How XYXX Scaled Smart To Run 54K+ Dispatches/Month 📦

Scaling fast without burning cash on inefficiencies is an art.

XYXX partnered with Unicommerce to streamline inventory across 17+ marketplaces, optimising:

📌 Combo pack sales (bundling for higher AOV)
📌 Real-time SKU updates across platforms
📌 Automated warehouse & fulfillment centers

💡 The impact?

✅ 10X growth in sales
✅ Smooth operations across 43+ facilities
✅ 72% improvement in order processing speed

The Final Stitch

The XYXX story is a masterclass in how to disrupt a legacy category without burning millions in VC money. While the rest of the industry stuck to safe, predictable playbooks, XYXX rewrote the rules.

By championing fabric innovation with MicroModal, pushing the envelope on omnichannel distribution, and crafting marketing campaigns that actually resonate, XYXX has done what Jockey and Lux never dared to—turn innerwear into an aspirational product.

But their real genius lies in execution. They didn’t just flood marketplaces with discounts or chase unsustainable D2C hype.

Instead, they built a business that thrives across online, offline, and quick commerce, ensuring their growth isn’t just fast but fundamentally sound.

And yet, this is just the beginning.

XYXX is no longer the underdog—it’s the brand to watch.