India’s men’s innerwear and comfort wear market is going through a major transformation. New-age D2C brands like XYXX, DaMENSCH, and Bummer are challenging traditional players with better designs, innovative fabrics, and strong branding.
While these startups are growing rapidly and capturing consumer attention, one big question still remains — can they turn profitable?
XYXX vs DaMENSCH: The Growth Story
XYXX Takes the Lead
XYXX has emerged as the clear frontrunner in terms of scale. In FY25, the company reported a strong 46% jump in operating revenue.
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FY25 revenue: Rs 187 crore
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FY24 revenue: Rs 128 crore
This sharp growth shows that XYXX is successfully expanding its customer base and strengthening its market presence.
DaMENSCH Follows, But Gap Widens
DaMENSCH also posted solid growth, but at a slightly slower pace compared to XYXX.
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FY25 revenue: Rs 118 crore
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Growth rate: 34%
Despite steady progress, the gap between the two brands has widened. XYXX now generates nearly 1.6 times the revenue of DaMENSCH.
What About Bummer?
Still in Early Growth Phase
Compared to XYXX and DaMENSCH, Bummer is operating at a smaller scale. The brand is still in its early growth stage and focusing on building its presence.
While it may not match the scale of its competitors yet, Bummer is part of the same broader trend — new-age brands reshaping how innerwear is marketed and sold.
What’s Driving This Growth?
Shift Toward Comfort Wear
Consumers today are prioritizing comfort more than ever. Innerwear is no longer just a basic necessity — it’s becoming a lifestyle product.
Brands are focusing on:
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Softer fabrics
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Better fits
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Stylish designs
This shift is helping D2C brands stand out.
Strong Brand Positioning
Unlike traditional innerwear brands, these startups are investing heavily in branding.
They use:
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Social media marketing
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Influencer collaborations
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Youth-focused campaigns
This helps them connect better with younger consumers.
Direct-to-Consumer Advantage
The D2C model allows these brands to:
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Sell directly through their own websites
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Control customer experience
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Collect valuable user data
This gives them an edge in understanding and targeting their audience.
The Profitability Challenge
High Marketing Costs
To grow quickly, these brands spend heavily on marketing and customer acquisition. This eats into their margins.
Discounts and Offers
Frequent discounts are often used to attract and retain customers. While effective for growth, they impact profitability.
Operational Expenses
Scaling a D2C brand involves costs like:
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Logistics
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Warehousing
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Technology infrastructure
These expenses add up, making it harder to achieve profits in the short term.
Growth vs Profit: The Big Trade-Off
Right now, brands like XYXX and DaMENSCH are clearly prioritizing growth over profitability.
This strategy is common in the startup world:
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Capture market share first
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Build brand loyalty
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Focus on profits later
However, the challenge is sustaining this model over the long run.
What Lies Ahead for These Brands
Path to Profitability
To become profitable, these companies may need to:
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Optimize marketing spend
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Improve supply chain efficiency
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Increase repeat purchases
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Reduce dependency on discounts
Expansion Opportunities
There is still huge potential for growth in:
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Tier 2 and Tier 3 cities
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Offline retail expansion
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New product categories
Final Thoughts
The rise of XYXX, DaMENSCH, and Bummer reflects a larger shift in India’s consumer market — where even everyday essentials like innerwear are being reimagined.
While the growth numbers are impressive, profitability remains the missing piece of the puzzle.
The real test for these brands will be whether they can balance rapid expansion with sustainable business models in the years ahead.
For now, the race is on — and XYXX seems to be leading it.
