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For a long time, the men’s innerwear segment in India has often been overlooked, confined to plain designs, basic fabrics, and minimal attention to functionality. This is evident in a country like India where innerwear as a category has very low mindshare among men, with limited word-of-mouth and conversations around it. “Our research revealed that, on average, a man spends only 15 minutes a year purchasing underwear, which reflects how little attention the category receives,” says Yogesh Kabra, Founder of XYXX. Consumers typically stick to familiar brands without much thought or research into details like fabric type or functionality, making it difficult to drive awareness and encourage exploration of better alternatives.
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To change this narrative, Yogesh Kabra and Siddhartha Gondal from Surat founded XYXX in 2017. With a focus on advanced fabrics like Tactel and MicroModal and an emphasis on features like quick-drying and zero irritation, XYXX aimed to stand out in the already cult-dominated men’s innerwear market. The founder says, "Our aim has always been to elevate this overlooked segment by focusing on fabric innovation and functional design tailored for the Indian consumer while making the products affordable."
The introduction of MicroModal fabric was XYXX’s resort to implement the idea of comfort and durability. Made from sustainably sourced beechwood pulp, MicroModal is three times softer than cotton and more breathable. The material was chosen to specifically cater to the Indian audience as its lightweight nature makes it ideal for India’s hot and humid climate, offering all-day comfort without compromising on durability. Tactel, another advanced fabric used by XYXX, has moisture-wicking properties and quick-drying capabilities that ensure freshness and comfort for long days.
Although the brand had a unique material proposition, it was challenging to change the consumer perception. Traditionally, men’s innerwear was limited to basic colours like black, white, and grey, with little innovation in design or fabric. Kabra recalls, "We had to educate consumers about the benefits of fabrics like MicroModal and Tactel, which were relatively unknown in India. Another issue while purchasing innerwear was the size and fit, which did not allow the consumers to switch to another brand easily. To solve this problem XYXX came up with the ‘Risk-free Returns’ campaign, which allowed consumers to return the first time purchased underwear from XYXX in case there were issues with the fit.
After they cracked this, they understood that the Indian audience needed more functionality due to their long schedule, so they introduced the ‘Quick-drying Property’, which catered to consumers with active lifestyles or those frequently on the go, while the ‘Zero Irritation Feature’ ensured no chafing or discomfort, even during extended wear.
While innerwear remains the heart of XYXX’s offerings, the brand has gradually expanded into outerwear categories like loungewear, athleisure, and winterwear. However, the ethos of fabric innovation and functionality remains constant across all product lines. "Our journey has always been about reimagining everyday essentials," Kabra explains. "Whether it’s a cosy hoodie or a pair of joggers, we ensure every product is crafted with the same attention to detail as our innerwear."