DaMENSCH sells men’s innerwear and basics on the promise that a brand which owns its own shop can answer for its own goods. On one measure it answers better than any comparable Indian menswear brand read here: every one of the forty Myntra records read in full on 11 September 2026 named the same company as manufacturer, at the same Bengaluru address. One name, forty records, no exceptions.
On the fabric, it does not answer at all. The words anti-bacterial and deodorizing sit inside the product title on marketplace listings, and no test, no standard, no certifying body, no named treatment and no mill appears anywhere the brand publishes. That is an unsupported claim, which is not the same as a false one.
The company behind the brand has raised money four times since 2020 and has reported a loss in every year for which a figure is on the record. It is also the rare Indian direct-to-consumer brand whose investors’ shareholdings have been published as percentages, with a date.
DaMENSCH is run by Damensch Apparel Private Limited of Bengaluru, incorporated on 3 May 2018 and still led by its two founders. A 200-listing sample on Myntra on 11 September 2026 showed a median charged price of ₹599, with 82.1% of MRP collected in aggregate. The declaration on those listings is the tightest of any brand of this kind read here — one manufacturer string on all 40 records read in full. The fabric claims are the weak half: anti-bacterial is in the product name, and nothing published stands behind it.
- Brand
- DaMENSCH, men’s innerwear and essentials, launched 2018
- Operating company
- Damensch Apparel Private Limited, CIN U74995KA2018PTC150647, incorporated 3 May 2018
- Founders
- Anurag Saboo and Gaurav Pushkar, both directors since incorporation
- Largest single holder
- A91 Partners, 22.45%, as reported on 7 September 2026
- Typical price charged
- ₹599 median, 200-listing Myntra sample, 11 September 2026
- Marketplace catalogue
- 1,021 Myntra listings, read 11 September 2026
- Country of origin declared
- India on 40 of 40 records read
What DaMENSCH costs in India
Prices here come from Myntra, read on 11 September 2026. The brand page carried 1,021 listings that day, the second-smallest catalogue among the ten menswear brands read alongside it. A 200-listing sample — a sounding, not the whole catalogue — showed 198 listings reduced from MRP, an aggregate 82.1% of MRP charged, a median charged price of ₹599, twenty-eight distinct MRPs and twenty-five discount rungs.
Against the same measure taken the same day on other brands, DaMENSCH sits near the firm end. Snitch collected 95.5% of MRP and reduced only 22 listings in 200; Wrogn collected 45.3%. At 82.1%, the MRP printed on a DaMENSCH listing is roughly what a buyer pays, give or take a fifth.
The declaration: one name on forty records
Every product listing sold in India carries a set of statutory declarations — MRP inclusive of taxes, country of origin, net quantity, and the name and address of the manufacturer, packer or importer. That block names who is legally answerable for the goods. It does not name who sewed the garment, and the law allows more than one entity to be listed.
Forty DaMENSCH records were read in full on Myntra on 11 September 2026. Country of origin was declared on all forty, India in every case. Net quantity was declared on all forty. And the manufacturer line read the same string on all forty: Damensch Apparel Private Limited, Plot 2&3 Hosapalya Road, Hogasandra Village, Bengaluru.
That uniformity is rarer than it sounds. Read the same way on the same day, Wrogn carried twenty-one different declared manufacturers across forty records and Blackberrys carried twenty-three. Bummer carried four strings, nine of which gave an address and no company name at all. Snitch came closest, with five strings that all resolved to one company. DaMENSCH ran one.
What is that worth to you? If a DaMENSCH vest shrinks two sizes in one wash, you do not have to work out which of twenty-odd companies to write to. One name and one address appear on every listing, and that company is the brand itself, not a contract manufacturer you have never heard of. The seller of record is nearly as tight: Damensch Apparel Private Limited on 37 of 40 records across two spellings, with a third-party seller on the other three.
One company answers for every garment. Nothing answers for the fabric claim on its front.
Two Bengaluru addresses are in play. A register mirror gives the registered office as JB House, 4th Cross, 5th Block, Koramangala Industrial Layout, Bengaluru 560095, read on 11 September 2026, and the brand’s own About page gives the same address with a floor number. The manufacturer line on all forty Myntra records, read the same day, gives Plot 2&3, Hosapalya Road, Hogasandra Village, Bengaluru. Same company, same city, different premises.
The fabric claims, and what stands behind them
DaMENSCH markets on two named platforms. Deo-Soft is the innerwear line, described by the company at its November 2020 funding round as India’s first odour-cancelling underwear. Neo-Skin was the original name for the bamboo-fibre vests, described in February 2023 as thermo-regulating vests made from sustainable bamboo fibres. The All Degree polos were described in the same interview as using Coolmax Eco fibre — the one branded fibre technology named anywhere in the brand’s own material.
The claims travel further than the marketing copy. Listing titles for the innerwear on Snapdeal read “DEO-Soft Deodorizing Anti-Bacterial Micro Modal” and “DEO-Soft Deodorizing Anti-Bacterial Modal”, so the claim is carried in the product’s name. The bamboo vests category page on damensch.com carried the lines “Fights bacteria” and “Absorbs moisture” when read on 11 September 2026.
Beside those claims, the brand publishes no test. Across every own-brand page read on 11 September 2026 — home, About Us, three category pages, a product detail page and two blog posts — there is no laboratory test result, no test standard, no certification body, no certification mark, no named treatment applied to DaMENSCH’s own goods, and no named mill or fabric supplier. The brand’s own explainer on bacteriostatic innerwear describes the category in general terms and attributes an antibacterial property to the bamboo plant; it publishes no test showing that the property survives into the finished fabric.
That is an unsupported claim on the published record, and unsupported is the narrow, correct word. It does not mean the fabric fails a test; it may well pass one. It means no buyer can see the test. For a property you cannot smell, feel or photograph, that gap is the difference between a specification and an adjective.
The fabric weight is missing too. No GSM figure — grams per square metre, the number that says whether a T-shirt is a summer weight or a winter one — appears anywhere in the brand’s own material, and none appeared on any of the forty Myntra records read. Percentage fibre composition fared better but not well: 18 of those 40 records, and none of the own-site pages read. Among the menswear brands read here on the same day, XYXX is the only one publishing a fabric weight a shopper can read, and even there it covers a minority of its catalogue. This is the ordinary state of the market rather than a DaMENSCH peculiarity, but it is still the number you want and cannot have.
Other promises are easier to check. The Constant collection carries a 500-day fabric warranty the brand calls an industry first, alongside a 30-day first-try guarantee, and packaging has been described since 2020 as corn-and-paper based and plastic-free. The cotton is described as sourced from the Deccan Plateau, with no gin, mill or certification named. If fibre detail is what you are paying for, Uniqlo is the obvious comparison, and it is no more generous with a fabric weight.
Read the manufacturer block on the listing
It names one company and one Bengaluru address. That is who you write to if the garment fails, and it is the most useful line on the page.
Ask what the claim rests on
If anti-bacterial or thermo-regulating is what you are paying for, ask the seller for the test standard and the certifying body. Nothing published names either.
Read MRP as a starting point
DaMENSCH collected 82.1% of MRP across a 200-listing sample on 11 September 2026. A discount badge here is worth less than it looks.
Who owns DaMENSCH
The operating company is Damensch Apparel Private Limited, CIN U74995KA2018PTC150647, incorporated on 3 May 2018 and active on the register. Those details come from two mirrors of the Ministry of Corporate Affairs register, read on 11 September 2026, and the brand’s own site publishes the same CIN. The last annual general meeting carried on the mirrors was held on 30 September 2024, with the last balance sheet filed as at 31 March 2024.
Three directors are on record: Anurag Saboo and Gaurav Pushkar, both appointed on 3 May 2018, and Prasun Agarwal, a nominee director appointed on 16 March 2022. Saboo and Pushkar are the founders, IIT Delhi batchmates who had worked at Snapdeal and Nykaa. Pushkar has described the launch as late 2018; the company was incorporated in May that year.
Money has come in four reported rounds: ₹50 crore in November 2020 from Matrix Partners India, Saama Capital, Whiteboard Venture Partners and Alteria Capital; $16.4 million in February 2022 led by A91 Partners, which the company’s own post puts at ₹122.5 crore; ₹21.62 crore in May 2024 from existing investors at a reported post-money valuation of about $66 million; and ₹17.40 crore on 7 September 2026, ₹15 crore from A91 Partners and ₹2.40 crore from Tancom Electronics, in compulsorily convertible preference shares at a reported ₹600 crore valuation described as flat — the second consecutive round without an increase.
Here is what makes this brand unusual. Most Indian direct-to-consumer companies are written about as a sequence of round sizes, with the shareholdings themselves never published. On 7 September 2026, Entrackr published them in percentages.
| Holder | Shareholding after the September 2026 round |
|---|---|
| A91 Partners | 22.45% |
| Matrix | 12.76% |
| Saama Capital | 11.14% |
| Gaurav Pushkar, co-founder | 10.87% |
| Anurag Saboo, co-founder | 10.87% |
| Whiteboard Capital | 9.61% |
Reported by Entrackr, 7 September 2026. A second outlet printed the identical percentages the same day and appears to draw on the same report, so this is one published set of figures rather than two independent readings.
Read those numbers carefully. No single holder is near control: the largest is A91 at 22.45%. The two founders together hold 21.74% and both have sat on the board since incorporation. The four institutional holders add up to more than half between them, but they are four separate investment houses, and nothing published shows an agreement among them to act together. The honest description is a founder-run company with a heavily diluted share register and one nominee director — not a company owned by an investor.
That is the difference between a venture stake and a change of control, and it is why DaMENSCH is filed here as independent despite the percentages. Compare Wrogn, where Aditya Birla Fashion and Retail holds a published 32.84%, or Bewakoof, 99.03% held by an Aditya Birla subsidiary as at 8 June 2026. A percentage becomes ownership when it reaches control, and 22.45% does not.
The money, and the targets
FY25 operating revenue was reported at ₹118 crore, up 34%, with a net loss of ₹57 crore against ₹60 crore the previous year — Entrackr, 30 March 2026. The same report puts advertising at ₹27.5 crore and total expenses at ₹178 crore. A register mirror gives FY2025 revenue as ₹120.8 crore with 32% growth. The two figures disagree, they may sit on different labels, and neither source says which.
Earlier years run the same way. FY23 operating revenue was reported at ₹72.3 crore by Inc42 in May 2024; a separate profile in September 2025 gives ₹77.5 crore for the same year. Losses are consistent across sources: ₹26.89 crore in FY22, ₹62.34 crore in FY23, ₹60 crore in FY24, ₹57 crore in FY25. The company has reported a loss in every year for which a figure has been found.
Set the targets beside that. In July 2022 the company said it was aiming at ₹500 crore of annual revenue by FY26, and in February 2023 it spoke of crossing ₹1,000 crore in five years. Reported FY25 operating revenue was ₹118 crore. A company claim from February 2022 of ₹100 crore in annualised revenue run rate belongs in a different column: a run rate is an extrapolation from a good month, not a reported year.
- Jul 2022Offline retail announced
- Feb 2023Three stores, all in Bengaluru
- Jul 202313 stores; target of 100 by FY2024
- Oct 202325 exclusive stores in 12 months
No store count published after October 2023 could be found, and the store locator page listed no locations on 11 September 2026.
Indian Retailer, July 2022, February 2023 and October 2023; IndiaRetailing, 18 July 2023.
The last published count is 25, from October 2023, against a stated target of at least 100 by the end of 2024. No published source settles whether that target was met, missed or dropped, so this page does not guess. The established channel mix is online: the brand’s own site plus Amazon, Flipkart and Myntra. Headcount runs at about 281 on employee-provident-fund data carried by a register mirror, read 11 September 2026.
Who DaMENSCH is actually for
If you buy innerwear by the pack once a year and price is the only variable, ₹599 a piece is not where you shop; a value chain like Zudio costs a fraction of it. If you want modal or bamboo-blend innerwear rather than plain cotton, and you want to know who to hold responsible when it fails, DaMENSCH is better placed than most of its competitors — and that single manufacturer string is an advantage it does not advertise.
What you should not pay a premium for is the adjective. Anti-bacterial, deodorizing and thermo-regulating are doing commercial work on the product title and the category page, and nothing published tells you what they were measured against. Judge the garment on fit, on the fibre named in the composition, and on the 500-day fabric warranty, which is a promise you can enforce.
Common questions
Is DaMENSCH an Indian brand?
Yes. It is run by Damensch Apparel Private Limited, a Bengaluru company incorporated on 3 May 2018, founded by Anurag Saboo and Gaurav Pushkar. All forty Myntra records read on 11 September 2026 declared India as the country of origin.
Who owns DaMENSCH?
The two founders hold 10.87% each and remain directors. A91 Partners holds 22.45%, Matrix 12.76%, Saama Capital 11.14% and Whiteboard Capital 9.61%, on shareholdings reported by Entrackr on 7 September 2026. No single holder is close to control, and the company is founder-run with one nominee director.
Is DaMENSCH underwear really anti-bacterial?
The claim appears in the product title on marketplace listings and on the bamboo vests page. No laboratory test, test standard, certifying body or named treatment is published beside it. That makes it an unsupported claim rather than a disproved one — the test may exist, but a buyer cannot see it.
Is DaMENSCH expensive?
A 200-listing Myntra sample on 11 September 2026 gave a median charged price of ₹599, with 82.1% of MRP collected in aggregate. It sits above value-chain pricing and well below premium menswear, and it discounts less than most of its direct-to-consumer peers.
Where is DaMENSCH clothing made?
The declaration on all forty records read names Damensch Apparel Private Limited at Hosapalya Road, Hogasandra Village, Bengaluru, and India as the country of origin. That names who is legally answerable for the goods; whether the garments are sewn in-house or by third-party units is not established by any published source.
References
- ZaubaCorp, a mirror of the MCA register — CIN, incorporation date of 3 May 2018, registered office, directors, last AGM and balance sheet dates
- The Company Check, a second mirror of the MCA register — the FY2025 revenue figure of ₹120.8 crore, employee-provident-fund headcount of about 281
- Entrackr, 7 September 2026 — the ₹17.40 crore round, the ₹600 crore flat valuation, and every shareholding percentage in the table above
- StartupFox, 7 September 2026 — the same shareholding percentages, printed the same day
- Entrackr, 30 March 2026 — FY25 operating revenue of ₹118 crore, net loss of ₹57 crore, expense lines and total expenses of ₹178 crore
- Inc42, 2 May 2024 — the ₹21.62 crore round, the $66 million valuation, FY23 revenue of ₹72.3 crore and the FY22 and FY23 losses
- YourStory, 19 November 2020 — the ₹50 crore round, the odour-cancelling description of Deo-Soft, the bamboo vests and the packaging claim
- Indian Retailer, 28 February 2022 — the $16.4 million Series B and the annualised run-rate claim
- Indian Retailer, 6 February 2023 — three Bengaluru stores, the Coolmax Eco description and the bamboo vest description
- IndiaRetailing, 18 July 2023 — 13 stores and the 100-store target
- Indian Retailer, 11 October 2023 — 25 exclusive stores in 12 months, the last published count
- Indian Retailer, July 2022 — the move into offline retail and the ₹500 crore FY26 target
- DaMENSCH, About Us — the CIN and registered address as the brand publishes them, the 500-day fabric warranty and the 30-day guarantee
- DaMENSCH, bamboo vests category — the “Fights bacteria” and “Absorbs moisture” lines, read 11 September 2026
- DaMENSCH, blog on bacteriostatic innerwear — the brand’s own explanation of the category and the bamboo property
- Snapdeal listing, DaMENSCH briefs — the anti-bacterial and deodorizing wording inside the product title
- YourStory, 26 November 2021 — founder backgrounds and the channel mix
- Startuppedia, 2 September 2025 — the alternative FY23 revenue figure of ₹77.5 crore and the founders’ IIT Delhi background
On the thing that is hardest to fake, DaMENSCH is the best of its kind read here. One declared manufacturer on 40 of 40 records, one address, the brand’s own company as seller on 37 of them, origin and net quantity declared every time. Against twenty-one manufacturer strings on one rival and twenty-three on another, that is a company which has kept its goods answerable to its own name, and it is worth more to a buyer than any of the fibre language on the pack.
The fibre language is where it falls down. Anti-bacterial sits inside the product title, thermo-regulating sits on the category page, and across every page the brand publishes there is no test, no standard, no certifying body, no treatment and no mill. Add no fabric weight anywhere and composition on 18 of 40 listings, and a brand selling on fibre performance is asking to be taken on trust for the properties a buyer cannot check. Behind it sits a flat ₹600 crore valuation as at September 2026 and a loss in every year on the record — ₹57 crore in FY25 against ₹118 crore of revenue.
Buy it for the accountability, not the adjectives — and at 82.1% of MRP collected, buy it knowing the discount badge is mostly decoration.
