Can FREECULTR Outpace Jockey In India’s Fast-Growing Innerwear Segment?

After serving Fortis Healthcare for over a decade, leading cross-functional roles in operations, ERP implementation, processes, data management, and pricing, Harshit Vij decided to channel his entrepreneurial dream towards a problem that long-awaited a solution – the lack of premium-yet-accessible innerwear in India. 

He noticed that underwear or innerwear was often treated as an afterthought in India, despite being an essential part of everyday comfort. Driven by the vision to redefine innerwear as a necessity, he planned to float FREECULTR. 

Founded in 2020, the D2C innerwear brand offers high-quality, sustainable, and ultra-soft innerwear designed for both men and women. The startup competes with the likes of reputed marques like Jockey.

The Inside Story 

FREECULTR has tackled some of the most overlooked issues in regular innerwear, redefining comfort with precision, innovation, and sustainability. The brand ensures durability with a precise stitch count per inch, an ultra-soft waistband for all-day ease, and fabric that’s softer than conventional cotton, providing an unmatched experience.

With its breathable fabrics, meticulous stitching, and long-lasting durability, the Delhi-based startup has set a new benchmark for premium innerwear. A key USP of the brand is its use of bamboo and organic cotton blends, which provide antibacterial, moisture-wicking, and ultra-soft properties, enhancing everyday comfort for the modern consumer.

Its portfolio includes a premium range of men’s and women’s innerwear, socks, and bandanas – all crafted from breathable fabrics for superior comfort and sustainability.

Betting Big On SKUs

The D2C brand’s revenue jumped to INR 18.6 Cr in the financial year 2023-24 (FY24) from INR 13 Cr a year back.

A significant achievement for the brand was crossing the 10 Lakh customer mark in 2024. Since its inception, it has sold over 15 Lakh products, with the majority of its users being former Jockey customers, according to the founder.

FREECULTR has expanded its portfolio to over 9,000 SKUs, addressing the growing demand for premium, sustainable innerwear. It has also attracted substantial investor interest, raising over $7 Mn in funding from investors such as Sixth Sense Ventures, Aman Gupta, Chaitanya Ramalingegowda, and Manish Vij. 

It claims to be among the top five new-age innerwear brands on marketplaces like Amazon and Flipkart, with many of its best-selling products earning the coveted ‘Amazon’s Choice’ and ‘Best Seller’ badges. To ensure faster deliveries, it operates multiple warehouses across the country.

The Journey Ahead

The brand expects to achieve a revenue of INR 40 Cr in FY25. It aims to expand into offline retail in FY26 while also focusing on global growth. The brand is selling in the UAE and has conducted a small trial in the US. By 2026, it plans to scale its presence in international markets while also firming up its offline footprint in India.

[Authored By Pooja Yadav]