As a result of this association, the company hopes to strengthen its online presence and expand geographically.

Cricketer KL Rahul has become an investor in XYXX for an undisclosed sum. He was also named brand ambassador for the company’s key categories, innerwear and loungewear. With this collaboration, the firm hopes to establish a channel for client acquisition while also strengthening its online presence and regional development.

KL Rahul has always allowed his hard work and successes to speak for itself; he embodies the brand ethos of following your instincts, according to Yogesh Kabra, creator of XYXX.

“In addition to being a sportsman, he is also the perfect embodiment of the young, discerning Indian man, who keeps it real, both on and off the pitch. We could not have found a more ideal person as our first-ever brand ambassador. We found synergy with him from the minute we met and we are looking forward to joining forces with him to challenge the status quo, tell our own unique story and to continue to be the brand that pushes the envelope within the Indian innerwear segment and beyond,”

KL Rahul personally relates with the company’s devotion to craftsmanship in creating a great innerwear experience for the modern Indian guy since it coincides with his lifestyle.“I have been wearing XYXX for a while now and have closely followed their growth over the past couple of years. I am looking forward to being a part of their journey as they continue to scale new heights. XYXX’s attention to detail, their ideology and ethos, all backed by innovation that shows in their exceptional product range – all speaks for itself and has been nothing short of extraordinary. This is reflected in their tremendous growth trajectory, their rapid expansion across geographies as well as their fast-growing, loyal customer base,” he added.

XYXX received Rs 30 crore in Series-A investment from, DSG Consumer Partners, and Synergy Capital Partners in June 2021. According to the firm, XYXX’s omnichannel approach has been critical to their success throughout tier 1, tier 2, and tier 3 markets, resulting in a year-on-year increase of 100 percent since the previous fiscal year.