Comfort First, Care Always: Krvvy Urges Women to Rethink Lingerie as Part of Breast Well-Being

New Delhi, 27th October, 2025: As India marks Breast Cancer Awareness Month this October, India’s first functional D2C lingerie brand Krvvy (pronounced Curvy) is inviting women to rethink something often overlooked in conversations around breast health and their everyday innerwear choices.

 According to a new survey conducted by Krvvy, 93% of women rate comfort as an important factor when buying lingerie, and an overwhelming 99% say fit is the most crucial aspect. Yet, 34% still pick their bra sizes through trial and error, and only 44% rely on self-measurement or digital sizing tools. Krvvy surveyed over 1,000 women users.

 “Women are becoming increasingly aware of how comfort, fit, and fabric influence their confidence but not many realize that these factors also play a role in overall breast well-being,” said Yash Goyal, Co-founder and CEO of Krvvy.

 This subtle but meaningful shift in conversation aligns with Krvvy’s mission to redefine the innerwear experience for Indian women through products built on comfort, inclusivity, and function. The brand founded in 2024 by engineering graduates Yash Goyal and Anant Bhardwaj has rapidly grown into one of India’s most talked-about new-age lingerie startups.

 Yash further added that “We want women to see lingerie not as a beauty or vanity product, but as something that supports how they feel and care for their bodies, every single day.”

 Earlier this year, Krvvy raised ₹6.1 crore in pre-seed funding from Titan Capital and All In Capital, with participation from several angel investors. The funds are being deployed toward R&D, digital sizing innovation, and retail expansion to make functional, well-fitted lingerie accessible to more women across India.

 While breast cancer awareness campaigns traditionally focus on detection and medical intervention, Krvvy is sparking a gentler, lifestyle-centric conversation. With a recent collaboration with Indian Cancer Society, Bangalore, the brand aims to create a larger mission towards self awareness, self check and self care. With just conversations around, it can become far easy to take care of each other. The brand emphasizes that something as simple as a well-fitted, breathable bra can make daily comfort and body awareness easier, which is a smaller but consistent steps toward well being.

 “We are not medical experts and not advocating anything but as a brand that directly engages with thousands of women, we see how small changes in what they wear closest to their skin can inspire a more mindful relationship with their bodies. Awareness begins with attention and comfort is the first form of care,” added Goyal.

Krvvy’s approach of blending data, design, and empathy mirrors a growing shift in India’s women’s innerwear market, now valued at ₹80,000 crore, where conversations are gradually moving from appearance to wellness and self-expression.

 As October draws attention to breast health, Krvvy’s message is clear that everyday comfort is not a luxury but a foundation of care.