New Delhi: Krvvy has partnered with Ugees to introduce a travel-friendly intimate wash designed specifically for women's innerwear, tapping into the growing demand for hygiene-first and on-the-go lifestyle solutions.

The collaboration marks a strategic expansion beyond innerwear products into care, addressing an often under-served yet essential category. By combining Krvvy's comfort-led design philosophy with Ugees' expertise in specialised undergarment care, the solution aims to make innerwear hygiene more accessible and aligned with fast-paced, modern routines. Designed for portability and ease of use, the compact intimate wash enables quick and effective cleaning of innerwear anytime-whether at home or while travelling-without relying on traditional laundry setups. Formulated with natural surfactants, the product is bleach-free, sulphate-free, and pH-balanced, ensuring a gentle, skin-safe cleanse while maintaining fabric quality and longevity.

The launch reflects a broader shift in the innerwear segment, where brands are increasingly focusing on product lifecycle and care, in response to rising consumer awareness around hygiene and durability. 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 featured on Shark Tank India, highlighting their growing visibility and resonance within India's startup ecosystem. The Krvvy-Ugees partnership underscores a broader consumer shift towards practicality, hygiene, and thoughtful design, as brands increasingly extend beyond core offerings into holistic, habit-driven solutions that integrate seamlessly into everyday life.