Shyaway

What Shyaway does

Shyaway is an Indian multi-brand lingerie and intimate-wear retailer founded in 2015 and headquartered in Chennai. The company operates a direct-to-consumer model combining an owned e-commerce platform (shyaway.com with iOS and Android apps) with company-owned physical stores in premium shopping malls across Chennai, Gurugram, Bengaluru, Hyderabad, and Kozhikode. Its catalogue spans more than 4,000 unique styles across 50+ sizes and covers bras, panties, sportswear, shapewear, sleepwear, lingerie sets, swimwear, camisoles, and accessories, organised under in-house brands (Shyaway, SUSIE, SHYLE, TAABU, LIBRA) alongside distributed lines such as Amante and United Classic.

The platform is built around depth of assortment and fit expertise rather than proprietary technology. Core technology is product-level: butter-soft, moisture-wicking, quick-dry, and breathable fabrics; impact-graded sports bras; minimizer and push-up engineering; and an online Bra Size Calculator. No AI, machine-learning, or API capabilities are disclosed in the source material. Operational technology is conventional e-commerce: website, mobile apps, COD, and free shipping above Rs.749.

The revenue model is straightforward unit-based retail across online and offline channels. Bras start at Rs.199 and are frequently sold in bundles (e.g., 3 for Rs.999) with periodic flat-percentage discounts up to 50%. Shyaway is privately held, bootstrapped with no disclosed external funding rounds, and serves end consumers directly across India — segmenting demand through dedicated collections for brides, nursing mothers, teens, plus-size women, and women with heavy busts, supported by a body-positive brand positioning.

Name

Shyaway

Legal name

Shyaway

Website

https://shyaway.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Shyaway is a Chennai-based, privately held multi-brand Indian lingerie and intimate-wear retailer founded in 2015, selling 4,000+ styles across its own e-commerce platform and mall stores in five Indian cities to women seeking fit-focused, body-positive intimate apparel.

Ownership category

akta.pro rank

Product category

Women's Lingerie & Intimate Wear

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Women's Clothing Stores (5621), Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

akta.pro secondary industries

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Bras & Bralettes (CRAAAIAA), Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD)

Keywords

• Women's lingerie
• Intimate apparel
• Bras and panties
• Online lingerie retail
• Women's sportswear

Headquarters

HQ city

Chennai

HQ country

India

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure, Technology or R&D

Revenue model

1. E-commerce Product Sales: Direct online retail sales through shyaway.com website and mobile app, selling lingerie and intimate wear products directly to consumers with home delivery
2. Physical Retail Store Sales: Brick-and-mortar retail sales through company-owned stores located in shopping malls across India

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Shyaway designs and retails women's lingerie and intimate wear — bras, panties, sportswear, nightwear, shapewear, lingerie sets, swimwear, camisoles, and accessories — under its own brand and sub-brands (SUSIE, SHYLE, TAABU, LIBRA, Amante, United Classic, Elite Collection). It sells directly to consumers through its own e-commerce platform shyaway.com with mobile apps and through company-owned physical retail stores in shopping malls across major Indian cities. The catalog spans 4,000+ styles in 50+ sizes with body-positivity messaging and fit-guidance tools.

Product overview

Shyaway is an Indian online lingerie and intimate wear retailer offering 4000+ unique styles across multiple product categories including bras, panties, sportswear, nightwear, shapewear, lingerie sets, swimwear, and accessories. The company operates primarily as an e-commerce platform with both online (shyaway.com) and offline retail presence through physical stores. The product portfolio includes Shyaway's own brand alongside sub-brands SUSIE, SHYLE, TAABU, LIBRA, Amante, and United Classic. Key product lines span everyday lingerie, specialized bras (minimizer, push-up, nursing, sports, bridal), diverse panty styles (bikini, thong, boyshorts, hipster), activewear, sleepwear, and body-contouring shapewear. The company emphasizes fit expertise with 50+ size options and body positivity messaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Bras

Quantifiable outcome

• 4.64/5 customer rating based on 723 reviews

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Zivame: India's largest online-first lingerie specialist, offering bras, panties, and sleepwear across a wide size range. Directly competes with Shyaway on the same D2C e-commerce proposition and target customer.
• Clovia: India-based D2C lingerie and intimate-wear brand operating online and through LFR stores, with comparable assortment breadth and inclusive sizing. One of Shyaway's closest direct competitors.
• Enamor: India-focused multi-brand lingerie retailer with online and offline presence offering bras, panties, sleepwear, and shapewear. Directly comparable assortment and omnichannel strategy.

Broad incumbents

• Amante (MAS Holdings): Established South Asian lingerie brand owned by MAS Holdings, sold online and through LFS. Notably distributed as a sub-brand on Shyaway itself, illustrating competitive overlap in the Indian market.
• Myntra (Innerwear & Loungewear): Reliance-owned fashion marketplace with a strong innerwear and lingerie category. Competes with Shyaway through marketplace-led assortment and national logistics scale rather than direct brand focus.
• Triumph International (India): Global lingerie incumbent with Indian retail and e-commerce operations. Overlaps with Shyaway on bras, panties, and shapewear, competing through international brand equity.
• Jockey India: Established international innerwear and loungewear brand with deep Indian retail distribution and brand recognition. Competes in adjacent intimate-wear categories with scale advantages.
• Nykaa Lingerie Store: Nykaa's dedicated lingerie category leverages Nykaa's massive beauty/fashion platform traffic. Overlaps with Shyaway on product but competes via cross-sell and scale rather than lingerie specialization.

Emerging players

• Da Intimo: India-based D2C lingerie and loungewear brand focusing on comfort and contemporary design. A smaller but directly comparable online-native peer in the Indian intimate-wear space.
• Prettysecrets: Indian online-first intimate apparel and loungewear brand targeting younger consumers. Competes with Shyaway on the same D2C and body-positive positioning, though with a smaller catalog.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/shyawayshop
• Facebookfacebook.com/shyawayshop
• LinkedInlinkedin.com/company/shyaway

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shyaway