DaMENSCH, an apparel private company, has raised PE money for a huge cheque

• ByStartupStory     |    February 5, 2022

DaMENSCH, a premium men’s underwear business, has secured Rs 50 crore in Series A investment by Matrix Partners India, Saama Capital, Alteria Capital and Whiteboard Venture Partners.

Damensch Apparel Pvt Ltd portfolio includes ‘Deo-Soft’ – India’s first odour eliminating apparel – and ‘Neo-Skin’ – thermo-regulating vests created from a curated mix of biodegradable bamboo fibres. And the most recent package is made of maize and does not include any plastic. The brand’s target demographic is men between the ages of 20 and 45.

The Rs 6,330 crore ($1.2 billion) men’s innerwear industry is marked by the appearance of multiple Indian and foreign companies catering to various segments. Despite the fact that many fashion/apparel firms have expanded their current menswear names to include men’s innerwear, players that focus purely on innerwear items have a greater product recall.

According to recent research in Indian Textile Magazine, consumers prefer to buy branded items for vests and brief/boxers, which are the main category offers from prominent innerwear businesses. Whiteboard Venture Partners provided startup money to the firm in 2018. Early this year, Matrix Partners secured $300 million to invest in Indian startups and growing enterprises. It has made a $1 billion investment in this country.

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