Freecultr raises $5 million from Sixth Sense Ventures to push its new avatar

Mumbai: Direct-to-consumer innerwear, loungewear and activewear brand Freecultr has raised $5 million led by Sixth Sense Ventures as it looks to make a comeback amid a rush of activity in the consumer brand sector.

Founded in 2011, Freecultur started life as an apparel ecommerce venture and raised $4 million from Sequoia Capital India in the same year. In 2019, it pivoted to the intimate clothing market with a focus on innerwear, loungewear and activewear for men and women.

None of the original founders of Freecultr—Sandeep Singh, Rajesh Narkar, Harish Bahl and Sujal Shah— are a part of the company.


Shrey Luthra and Harshit Vij took over as the startup’s cofounders in 2020.

“Our growth over the last two years has shown that there is a huge consumer appetite for premium, technologically advanced and sustainable intimate wear. With this investment, we are now ready to invest deeper in our product development and marketing to capture a bigger share of this growing market,” said Luthra and Vij in a statement.

Nikhil Vora, founder and CEO of Sixth Sense Ventures said in a statement, “We believe the Indian inner-wear category is set for disruption. Freecultr with its product-first and digital approach is creating a strong niche for itself among the new-age audience”

Freecultr has also received investments from a clutch of angels including consumer electronic brand boAt’s cofounders Aman Gupta and Sameer Mehta and furniture brand Wakefit’s cofounder Chaitanya Ramalingegowda, and Smile Group cofounder Manish Vij.