XYXX sells men’s innerwear, loungewear and athleisure, largely online, and the company behind it was registered in Surat on 22 May 2017. Like every direct-to-consumer label on this shelf, it was built on a simple offer: buy from the brand itself and you get a better price, and a company that answers for its own goods.
That offer has mostly not survived contact with the shelves. Read on 11 September 2026, XYXX is the exception. Its own store charges less than the marketplace does, and it is the first clothing brand read on this site that prints a fabric weight in grams.
Both of those are real, and both are narrower than the marketing around them. What follows prints the numbers on either side.
XYXX Apparels Private Limited is a founder-led Surat company, on the register since 22 May 2017, with both founding directors still on the board and no published stake percentage for any investor — Amazon’s venture fund included. On 11 September 2026 its own store charged 72.4% of the struck price against 79.4% of MRP on Myntra, about seven points cheaper at home, and it is the only brand on this shelf where buying direct is the better price. It is also the first clothing brand read here that publishes a fabric weight, on 21 of 1,126 product descriptions. It has not reported a profit in any year for which a figure exists.
The company behind XYXX
- Brand owner
- XYXX Apparels Private Limited, CIN U18209GJ2017PTC097474
- On the register since
- 22 May 2017, registered office in Surat, Gujarat
- Founder
- Yogesh Kabra, a director from the day of incorporation
- Ownership
- Founder-led; venture investors named, no stake percentage published for any of them
- Typical price charged
- ₹529 median on Myntra, ₹569 median on its own store
- Shelves read
- 11 September 2026
Two mirrors of the corporate register, agreeing on every field, carry XYXX Apparels Private Limited at CIN U18209GJ2017PTC097474, incorporated on 22 May 2017, status active, with a registered office on Dumas Road near Surat airport. These are mirrors of the register rather than the filings themselves. Authorised capital is ₹5.96 crore and paid-up capital ₹4.91 crore.
Two directors sit on the board, both appointed on the day of incorporation: Yogesh Arun Kabra and Nikhil Ashok Rathi. One mirror also lists a past director, Arun Ganpatrai Kabra, who ceased on 6 October 2022.
The founding year is published two ways. Inc42 in June 2021 and YourStory in May 2023 both date the brand to 2016. The company’s own About Us page, Inc42’s own company database and the register all say 2017. That same database page lists a second founder, Siddhartha Gondal, alongside Yogesh Kabra; no news report read names a second founder, and the register shows the same two directors from the first day.
Four raises are on the record: a ₹6 crore pre-Series A from Sauce.vc, a ₹30 crore Series A in June 2021, ₹90 crore of equity in August 2022 led by Singularity Growth Opportunities Fund with ₹15 crore of debt from Trifecta Capital, and ₹110 crore in May 2023 led by Amazon’s Smbhav Venture Fund. The Series A lead is reported two ways — Inc42 names DSG Consumer Partners and Synergy Capital Partners, YourStory names Sauce.VC.
None of that is a shareholding. No publication read discloses a stake percentage for any investor in XYXX, Amazon’s fund included, and no change of control is reported anywhere. The cricketer KL Rahul was reported in August 2022 as both brand ambassador and an investor in that round, with no percentage given. Even the total raised is published two ways: $29.42 million by Inc42, $35.3 million by Apparel Resources in September 2024.
The two mirrors also disagree on borrowings. One shows secured charges of ₹117.5 crore across several financial institutions; the other shows ₹87 crore open and ₹27.8 crore satisfied. Both readings are printed here as they stand.
What XYXX costs in India
Two shelves were read in full on 11 September 2026 — the brand’s page on Myntra, which carries 1,853 listings, and its own Shopify store at xyxxcrew.com.
| Read on 11 September 2026 | Myntra (200-listing sounding) | xyxxcrew.com (1,126 products) |
|---|---|---|
| Listings reduced | 198 of 200 | 940 of 1,126 |
| Share of the higher published price charged | 79.4% of MRP | 72.4% of the struck price |
| Median price charged | ₹529 | ₹569 |
| Distinct higher prices | 39 | 99 |
| Discount rungs | 30 | 57 |
The two higher figures are different animals, and the difference matters. On Myntra the higher number is the MRP printed on the pack, which is a legal maximum. On a brand’s own Shopify store it is a struck price — the shop’s own comparison figure — and nothing requires it to be an MRP.
Set side by side, XYXX charges 72.4% of the struck price on its own store against 79.4% of MRP on the marketplace: about seven points cheaper at home. That is an aggregate across two whole catalogues, not a like-for-like reading of the same garment in both places, because no matched pair was read. The 200-listing Myntra figure is a sounding rather than the catalogue; the brand-page count of 1,853 is the catalogue number.
On the rest of this shelf the comparison runs the other way. Wrogn charges 64.1% of the struck price on its own site against 45.3% of MRP on Myntra, roughly nineteen points dearer at home. Snitch is the one brand whose two shelves agree, at 95.5% on both. XYXX is the only one where the brand’s own shop undercuts the marketplace, and that is worth saying plainly, because the promise of buying direct is exactly what these brands are sold on.
The two readings also show how the prices are built. Thirty-nine distinct MRPs and 30 discount rungs across the marketplace sounding is a price grid. Ninety-nine struck prices and 57 rungs on its own store is a finer one. Either way, nine listings in ten were carrying a reduction on the day they were read, which makes the struck figure a starting point rather than a price anyone is asked to pay.
The fabric numbers XYXX actually publishes
Nineteen clothing brands read on this site publish no fabric weight a shopper can read. XYXX is the first that does. Its explainer defines GSM — grams per square metre, the weight of one square metre of fabric — gives ranges for Indian conditions, and then names the weight of its own garments: 185 GSM for the Supima cotton T-shirt, 210 for the super-combed cotton oversized T-shirt, 240 for the vintage fade T-shirt and 50 for the ozone parka. It says most of its men’s T-shirts sit between 185 and 240.
That is a usable number, and it is the single most useful thing published by any brand on this shelf. Then the size of it. Across the catalogue on 11 September 2026, 21 of 1,126 product descriptions on xyxxcrew.com carry a GSM figure, and 4 of 120 listings scanned on Myntra — roughly two products in a hundred. The figure sits inside the description text rather than in a specification field, so it cannot be filtered, sorted or compared against another garment without reading the paragraph.
For scale, Wrogn puts the words “Heavy GSM” in four product names on its own store with no number anywhere near them. Bummer sells MicroModal hard across 201 products and publishes no percentage composition and no fabric weight at all. The word is not the figure, and XYXX is the only one of the three that prints a figure.
It also names its fibre source, which is rarer still. Its blog says its micro modal fabric is TENCEL Modal sourced from Lenzing, an Austrian producer, and describes the beechwood pulp it is made from. Its product information page is headed with the same Lenzing MicroModal claim. Lenzing is a named, checkable company rather than a marketing adjective — but it makes fibre, not cloth and not garments. No fabric mill, knitter or garment factory is named anywhere in XYXX’s own material.
Composition is published by product type in the same blog article: briefs and trunks at 92% TENCEL Modal and 8% elastane, vests at 50% modal and 50% cotton. On the products themselves it is thinner. Four of 1,126 descriptions on its own store carry a percentage composition, and three of 40 marketplace records read in full.
The same pages carry comparative claims with numbers attached — three times softer and 50% more moisture absorbent than regular cotton underwear on one page, three times softer and two times cooler on another, and an antibacterial finish on the fabric. No test, standard or certifying body is named on either page for any of those figures.
The softness, cooling and antibacterial figures are the brand’s own, and no page names a test or a standard behind them. Weigh them as claims, and buy on the composition and the weight instead — those are numbers you can check.
Where XYXX goods are made
Yogesh Kabra told Fibre2Fashion in an interview published on 4 February 2021 that “our manufacturing facilities are located in Tiruppur as well as on the outskirts of Mumbai”. The wording describes facilities the company uses; it does not say whether it owns them. He told Apparel Resources on 30 September 2024:
Around 80 per cent of our merchandise is sourced from India.
Of 40 Myntra records read in full on 11 September 2026, 36 declared India as the country of origin and four declared Bangladesh.
Nothing published names Bangladesh. No article, interview or company page found names a Bangladeshi supplier or any factory outside India, so who makes those four goods is not on the record and this page does not guess. Net quantity appeared on all 40 records, so the statutory block on the marketplace listing is complete even where the percentage composition is not.
The declaration is the tightest on this shelf. Across those 40 records there were two declared-manufacturer strings and both were XYXX Apparels Private Limited — 39 at a Sangini Textile Hub address in Surat, one at a Landmark Empire address. The seller of record was XYXX Apparels Private Limited on 40 of 40. A declaration of this kind names the company that is legally answerable for the goods, not the workshop that sewed them; on XYXX it names one company in both fields. Wrogn’s 40 records carry 21 different declared manufacturers and three different sellers.
Two locations sit on the record beside each other. The declared manufacturer’s address is a Surat office. The founder’s interview places the manufacturing in Tiruppur and on the outskirts of Mumbai.
What the accounts show
| Financial year | Operating revenue | Net loss | Reported by |
|---|---|---|---|
| FY22 | ₹55.77 crore | about ₹16.42 crore | Entrackr, 15 May 2023 |
| FY23 | ₹103.1 crore | ₹44.9 crore | Inc42, 23 December 2024 |
| FY24 | ₹128 crore | ₹35.4 crore | Inc42, 23 December 2024 |
| FY25 | ₹187 crore | ₹25.5 crore | Entrackr, 30 March 2026; Startuppedia, 3 March 2026, from filings |
Revenue has roughly tripled in three years and the loss has narrowed in each of the last two. No profit has been reported in any year for which a figure was found. Total expenses in FY25 were ₹217 crore against ₹191.8 crore of total revenue including other income.
The FY25 expense lines are where a shopper’s money actually goes: raw material ₹99 crore, advertising ₹50 crore, employee benefits ₹26 crore, and commission to selling agents between ₹14 crore and ₹18 crore. Advertising of ₹50 crore against ₹187 crore of operating revenue is about a quarter of the top line. In FY24 it was ₹40 crore against ₹128 crore.
Two other figures sit outside that series and are not set against it. Apparel Resources in September 2024 quoted a “last fiscal year revenue” of ₹110 crore where the filing-based FY24 figure is ₹128 crore of operating revenue. afaqs in January 2026 described XYXX as a “₹300 crore business” without saying whether that means revenue, gross merchandise value or an annualised run rate, so it cannot be read against the rest.
How far XYXX reaches
- Jun 20216,000+ outlets; 15,000 targeted within a year
- Aug 202214,000 outlets across 100 cities
- May 202318,000+ touchpoints; four exclusive stores open
- Nov 2023five exclusive stores; about 250 modern trade doors
- Sep 202422,000+ touchpoints; “5+” exclusive stores
- Jan 2026one article prints both 22,000+ and nearly 25,000
Every figure is the company’s own, published on that date. None is audited.
Figures as published by Inc42, YourStory, FashionNetwork India, Apparel Resources and afaqs on the dates shown.
The stated plans have run ahead of the outcome more than once. Ten exclusive brand outlets were targeted by February 2023, and four were open in May 2023. Fifteen to twenty new stores were planned by FY2025 from a base of five in November 2023, and the last published count, in September 2024, was still “5+”. The current number is not published anywhere.
The channel mix is published loosely and moves with the telling. In September 2024 internet channels were about half of revenue, with marketplaces about half of that, and innerwear 70% of sales. In May 2026 Indian Retailer put it at roughly 70% digital and 30% offline.
Who XYXX is actually for
If you buy innerwear on the basis of what the fabric is and what it weighs, this is the brand on the shelf that will tell you — sometimes. The briefs and trunks are declared at 92% TENCEL Modal with 8% elastane, the fibre producer is named, and a handful of T-shirts carry a weight in grams. At a median charged price of ₹529 on the marketplace and ₹569 on its own store, read on 11 September 2026, that is a fair amount of information for the money.
If you are buying anything outside the core modal lines, you are buying on trust like everywhere else. Ninety-eight products in a hundred on its own store carry no weight, and all but four carry no percentage composition. The sensible way to shop it is to start at the brand’s own site rather than the marketplace — which is the opposite of the advice this shelf usually earns — and to read the pack’s declaration for the country of origin before you decide the price is an India-made price.
Common questions
Is XYXX an Indian brand?
Yes. XYXX Apparels Private Limited has been on the corporate register since 22 May 2017 with a registered office in Surat, Gujarat, and both directors have been in place since the day of incorporation. The founder has said around 80% of its merchandise is sourced in India; of 40 marketplace records read on 11 September 2026, 36 declared India and four declared Bangladesh.
Is XYXX cheaper on its own website or on Myntra?
On its own website, on the day both were read. On 11 September 2026 xyxxcrew.com charged 72.4% of the struck price across 1,126 products, against 79.4% of MRP across a 200-listing Myntra sounding — about seven points cheaper at home. That is an aggregate across two catalogues, not a comparison of the same garment in both places.
Does XYXX say what its fabric weighs?
On some products. Its own explainer names 185 GSM for the Supima cotton T-shirt, 210 for the super-combed oversized T-shirt and 240 for the vintage fade T-shirt. Across the catalogue, 21 of 1,126 product descriptions on its own store and 4 of 120 sampled Myntra listings carry a figure, and it sits in the description text rather than in a specification field.
Who owns XYXX, and does Amazon have a stake?
Amazon’s Smbhav Venture Fund led a ₹110 crore round announced on 15 May 2023, and Sauce.vc, DSG Consumer Partners, Singularity and Anicut Capital have all participated in rounds. No publication read discloses a percentage holding for any of them, and no change of control is reported anywhere. A funding round is not a shareholding, so this page names no owner beyond the company and its two founding directors.
Is XYXX profitable?
No year for which a figure was found shows a profit. Filing-based reporting gives losses of about ₹16.42 crore in FY22, ₹44.9 crore in FY23, ₹35.4 crore in FY24 and ₹25.5 crore in FY25, against operating revenue that rose from ₹55.77 crore to ₹187 crore over the same period.
References
- ZaubaCorp, mirror of the corporate register — CIN, incorporation date, registered office, directors, capital and the ₹117.5 crore secured-charge reading
- The Company Check, mirror of the corporate register — the same company details and the ₹87 crore open / ₹27.8 crore satisfied charge reading
- Inc42, 16 June 2021 — ₹30 crore Series A, DSG and Synergy as leads, 2016 founding date, 6,000+ outlets
- YourStory, June 2021 — the same Series A reported as led by Sauce.VC
- Inc42, 25 August 2022 — Series B, KL Rahul as ambassador and investor with no stake disclosed, 14,000 outlets
- Entrackr, 15 May 2023 — ₹110 crore Series C led by Amazon Smbhav Venture Fund, FY22 revenue and loss
- YourStory, 15 May 2023 — 18,000+ touchpoints, four exclusive brand outlets, 2016 founding date
- Inc42 company database — $29.42 million raised, 2017 founding year, the second-founder listing and employee count
- Inc42, 23 December 2024 — FY23 and FY24 revenue, losses and expense lines including ₹40 crore of advertising
- Entrackr, 30 March 2026 — FY25 revenue, loss and the ₹99 crore raw material and ₹50 crore advertising lines
- Startuppedia, 3 March 2026 — FY25 figures stated as taken from Registrar of Companies filings
- Apparel Resources, 30 September 2024 — the sourcing quote, $35.3 million raised, channel mix, 22,000+ touchpoints, the ₹110 crore revenue line
- Fibre2Fashion, 4 February 2021 — the Tiruppur and outskirts-of-Mumbai manufacturing quote
- FashionNetwork India, 17 November 2023 — five exclusive brand outlets and about 250 modern trade doors
- afaqs, 28 January 2026 — the ₹300 crore description, the two touchpoint figures and quick-commerce detail
- Indian Retailer, 8 May 2026 — the roughly 70% digital and 30% offline channel split
- XYXX — behind the fabric — TENCEL Modal sourced from Lenzing, and the 92/8 and 50/50 compositions
- XYXX — the GSM explainer — the 185, 210, 240 and 50 GSM figures and the 185–240 range
- XYXX — product information — the Lenzing MicroModal heading and the softness, cooling and antibacterial claims
- XYXX — About Us — 2017 founding year and the 3X softer, 50% more moisture absorbent claims
- Myntra brand page and 40 product records, and the xyxxcrew.com catalogue, read on 11 September 2026 — all listing counts, price shares, medians, discount rungs, GSM counts, composition counts, origin counts, and the declared manufacturer and seller of record
XYXX is the only brand on this shelf where buying from the brand is the cheaper way to buy — 72.4% of the struck price at home against 79.4% of MRP on the marketplace, both read on 11 September 2026 — and the only clothing brand read on this site that will tell you what its fabric weighs. One company is both the declared manufacturer and the seller of record on all 40 marketplace records read, which almost nobody else here manages. At a median charged price of ₹529, that is a better answer than its competitors give.
The disclosure is thinner than its reputation. The fabric weight appears on 21 of 1,126 product descriptions on its own store, in prose rather than in a field you can filter; the percentage composition appears on four. Thirty-six of 40 records declare India and four declare Bangladesh, and nothing published says who makes those four. No investor’s stake is published anywhere, ₹50 crore went on advertising in FY25 against ₹187 crore of revenue, and the softness and antibacterial figures on the pages carry no test behind them.
The best-disclosed clothing brand this site has read is still one that tells you the weight of twenty-one garments out of 1,126 — which says more about the shelf than it does about XYXX.
