Meet This Entrepreneur From Surat Who Sold 90 Lakh Underwear in One Year And Generated Rs 131 Cr in Revenue

Innerwear isn’t usually the first place people look for innovation, but XYXX has changed that.

Founded in 2017 by Yogesh Kabra, the brand introduced India to innerwear that didn’t just cover the basics - it upgraded them. Using advanced fabrics like TENCEL™ Modal that are softer, stretchier, and more breathable than conventional cotton, XYXX made it clear that comfort could be both high-tech and stylish.

Today, XYXX is part of a broader conversation around self-care, confidence, and daily comfort. 

Its minimal yet bold designs, premium feel, and modern packaging reflect the taste of a new generation of Indian men - guys who value both form and function. 

Yogesh’s Journey 

Kabra didn’t stumble into fashion — he grew up with it.

In Surat, where textiles are a way of life, his childhood was filled with the hum of machines and the smell of fresh fabric. His father ran a textile manufacturing unit, and Yogesh was always around the business, watching workers sort through materials, listening to his dad talk about cotton quality and shipment delays.

It wasn’t glamorous, but it was real. That early exposure gave him a deep understanding of how things were made.

Before he ever thought about starting a brand, he already knew what made good fabric feel good.

Business was part of his upbringing — not taught, but absorbed.

How XYXX Came into Being 

Even though the family’s manufacturing business was doing well, Yogesh always felt it wasn’t enough. 

He didn’t just want to make fabric - he wanted to build something people actually used and loved. Something that connected directly with the consumer.

After graduating from Babson College in the U.S., he came back with fresh ideas and a global perspective. That’s when he noticed how stale the men’s innerwear market was in India. 

It was essential, yet no one had tried to make it exciting or even comfortable in a modern way.

“When I told people I wanted to build a premium men’s underwear brand, I got a lot of puzzled looks,” he recalled on The BarberShop with Shantanu. “They’d ask, ‘Why would anyone pick your product over Jockey?’ or ‘Is there even room for another innerwear brand in India?’”

But to Yogesh, that skepticism only confirmed the gap. The category was dominated by legacy players, and no one was really paying attention. 

So in December 2017, he launched XYXX - not just to sell underwear, but to redefine it. 

For him, it wasn’t just about better fabric or designs. It was about giving Indian men a new sense of comfort and confidence, starting with the most overlooked layer of clothing.

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XYXX - Redefining Comfort & Style 

At XYXX, comfort is more than a selling point - it's the brand's DNA. 

The brand uses micro modal, a fabric that’s softer than cotton, breathable, and moisture-wicking, making it ideal for Indian weather. 

From the first wear, customers notice the difference.

The core lineup - briefs, trunks, boxers, and vests is designed for all-day comfort, with stretchable fits, tagless labels, and anti-odor tech. 

But XYXX also brings personality into the mix, with bold colors and playful prints that break away from the category’s boring basics.

Beyond innerwear, XYXX has expanded into loungewear and athleisure - think ultra-soft joggers, relaxed tees, and sweat-resistant vests. Each piece is built with the same attention to detail: soft fabrics, smart fits, and clean finishes that hold up over time.

In a space where most men settled for “just okay,” XYXX raised the bar and made everyday essentials worth caring about.

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XYXX’s Growth

XYXX's rise over the past few years has been nothing short of remarkable.

“We sold 90 lakh underwear last year. It was damn tough, dude,” says founder Yogesh Kabra, summing up both the hustle and the scale of XYXX’s journey.

From a modest ₹6 crore in revenue in FY19 to crossing ₹131 crore by FY24, the brand's growth has been steady and strategic.

What’s helped is its balanced distribution game. 

While most startups go all-in on digital, XYXX has built a strong presence both online and offline. 

On one hand, it’s available on major e-commerce platforms and its own website. On the other, it’s quietly made its way into over 10,000+ multi-brand retail outlets across 70+ cities, ensuring the products are accessible whether you’re shopping online or browsing shelves in a small town.

“We focused on sustainable growth — getting the product in people’s hands and improving based on their feedback,” says Kabra. 

The result? A loyal and growing customer base that sees XYXX as a go-to for reliable, stylish comfort.

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KL Rahul’s Investment 

As XYXX started making waves in the innerwear space, it needed someone who truly represented its values — modern, authentic, and quietly confident. 

KL Rahul fit the bill perfectly. 

In 2022, the star cricketer didn’t just come on board as a brand ambassador; he also became an investor.

What made the partnership special was its genuineness, Rahul was already a fan of the product. 

“I’ve been wearing XYXX for a while and have closely followed their journey,” KL Rahul shared. “Their attention to detail and innovation really stands out.”

For founder Yogesh Kabra, Rahul’s association is a natural fit. “KL Rahul reflects everything we believe in trusting your instincts, staying real, and letting your work speak.”

His presence has given XYXX more than just visibility — it’s added credibility, helping the brand reach a wider audience and cement its place in the mainstream.

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The Road Ahead

XYXX has come a long way, carving out a distinct space in a market that many thought was already saturated. 

But as with any growing brand, challenges still lie ahead. 

One of the biggest hurdles is making sure more people truly understand what sets XYXX apart especially when it comes to the functional benefits like odor control, moisture-wicking, and fabric quality that often go unnoticed in everyday shopping.

Yogesh Kabra is fully aware of this. 

He knows that to keep growing, XYXX needs to tell its story louder and clearer.

 “We need to get more aggressive with our marketing,” Yogesh admits. It’s about connecting with consumers not just on style, but on how these products genuinely improve their daily lives.

Looking forward, the vision is bigger than just innerwear. XYXX plans to expand into athleisure and loungewear, aiming to become a complete lifestyle brand for men who value comfort, quality, and style in every part of their wardrobe. It’s a natural next step - building on the trust they’ve earned and meeting the evolving needs of modern Indian men.

The journey isn’t over yet, but with a strong foundation and a clear sense of purpose, XYXX is poised to keep rewriting the rules of men’s apparel in India.