Krvvy has partnered with Ugees to introduce a travel-friendly intimate wash, addressing the growing demand for hygiene-focused and on-the-go lifestyle solutions.
The collaboration marks a strategic shift in the innerwear segment, extending beyond product design into care and maintenance. By combining Krvvy’s comfort-led approach with Ugees’ expertise in specialised undergarment care, the solution aims to make innerwear hygiene more practical and accessible for modern consumers.
Designed for portability and convenience, the product supports everyday innerwear hygiene, whether at home, during travel, or within fast-paced daily routines. Its compact format allows for quick and effective cleaning of intimate wear without reliance on traditional laundry setups, making it suitable for increasingly mobile lifestyles.
Beyond convenience, the product focuses on maintaining fabric quality and garment longevity through regular, gentle cleansing. Formulated with natural surfactants, it is bleach-free, sulphate-free, and pH-balanced, ensuring it remains both skin-safe and fabric-friendly.
The launch reflects a broader evolution in the category, where brands are beginning to address post-purchase care alongside product innovation. With rising consumer awareness around hygiene and durability, innerwear care is emerging as a key extension of the 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 is a 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 also about 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 travel more 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 added step.”
Both brands have previously been featured on Shark Tank India, highlighting their growing presence in India’s startup ecosystem. The partnership reflects a broader consumer shift towards practicality, hygiene, and integrated product experiences, where care solutions become an essential part of everyday routines rather than an afterthought.
