Invogue, a homegrown shapewear brand built quietly over the last two years, emerged as one of the standout underdog stories on ‘Shark Tank India Season 5’, clinching a Rs.2 crore investment and national attention. The brand’s journey, rooted in a personal problem and powered by grit rather than capital, struck a chord with both viewers and investors.

According to a press release, Invogue was founded by 25-year-old entrepreneur Maadhav Saxena with a simple goal: to create shapewear that genuinely works for Indian bodies. What began as an effort to solve a problem faced by someone close to him soon evolved into a business when Ragini joined as co-founder, bringing critical first-hand insight into comfort, fit and confidence from a woman’s perspective. Together, they shaped Invogue around real consumer needs rather than trends.

At a time when shapewear was still a largely untapped category in India, Invogue chose an unconventional path. The brand remained fully bootstrapped from inception, focusing on product performance, quality and profitability instead of aggressive marketing spends. Today, it serves over 80,000 customers, earning a reputation for high-compression, high-performance shapewear that works seamlessly under both ethnic and contemporary outfits.

Reflecting on the journey, founder Saxena said the brand was never built to chase noise. Since launching in 2023, Invogue has stayed focused on staying ahead of the market, with a vision to become a foundation fashion brand — the essential layer beneath every outfit. From sculpted bras and innerwear to tummy tuckers and swimwear, the aim has been to build solutions that eliminate the compromises many women are forced to make.

Year 2026 marked a strategic growth phase for Invogue. The brand is now looking to scale operations, expand into new categories and build a strong omnichannel presence. As part of this transition, Invogue recently collaborated with Malaika Arora on a digital-first campaign designed to introduce the brand to a wider, style-forward audience.

On ‘Shark Tank India Season 5’, the founders’ clarity, discipline and long-term thinking stood out. Building a profitable brand at 25, without external funding, resonated strongly with the Sharks. Aman Gupta, known for backing young and driven founders, came on board with a Rs.2 crore investment, citing belief in the founders’ grit and potential. He described them as underdogs who, with the right guidance, could achieve the impossible.