Bummer is an online-first innerwear brand that prioritizes comfort and quirky designs. The brand caters to a younger demographic, offering vibrant and playful designs made from soft, sustainable fabric blends. With its focus on stylish and comfortable underwear for Gen Z and millennial customers, the direct-to-consumer (D2C) innerwear firm Bummer captivated the sharks. Specialized modal fabric that is more environmentally friendly, softer, and more breathable than conventional cotton.
Gen Z and Millennial shoppers are searching for fashionable, cozy, and high-end underwear. Bummer uses e-commerce to connect clients directly and conducts all of its business online. The entrepreneur sought to upend the market with daring branding and distinctive product offers, highlighting the rising need for high-end innerwear in India.

Company Name: Bummer

Founder: Sulay Lavsi

City: Ahmedabad

Product: Innerwear brand

Highlights

• Sharks highlighted the competitive nature of the innerwear market, dominated by established brands and newer D2C players.
• The ₹18.75 crore valuation seemed steep for a relatively new business with limited market penetration.
• Questions were raised about Bummer’s ability to retain customers in a price-sensitive and competitive market.
• The sharks discussed the complexities of scaling a D2C brand, particularly in a segment requiring high inventory turnover and strong supply chain management.
• By focusing on premium, eco-friendly innerwear, Bummer carved out a distinct niche in the market.
• Sulay’s dedication and clarity about his vision impressed the sharks.
• The quirky and youthful branding appealed to the sharks, aligning well with the preferences of the target demographic.
• Bummer secured an investment of ₹75 lakhs for 7.5% equity, valuing the company at ₹10 crores.
• The deal reflected the sharks’ confidence in the brand’s potential while addressing valuation concerns.

Pitch Details

Ask: ₹75 lakh for 4% equity.

Deal: After negotiations, a deal was secured for ₹75 lakhs for 7.5 % equity.

Investors: The investment came from Aman Gupta and Namita Thapar.

Conclusion

In his speech, Bummer founder Sulay Lavsi emphasized the company’s creative strategy for upending the Indian innerwear market with daring designs, environmentally friendly materials, and a direct-to-consumer (D2C) business model. The sharks were drawn to the company because of its youthful positioning, distinctive product offering, and driven founder, despite issues including market saturation, scalability, and client retention.

Bummer’s proposal demonstrated a daring and novel approach to innerwear, utilizing comfort, sustainability, and whimsical designs to draw in young customers. The brand’s distinctive positioning and the founder’s vision helped close a contract by highlighting the possibilities of direct-to-consumer (D2C) enterprises in India’s changing consumer market.

Significant findings

• Brand Differentiation Matters
• Focus on Scalability
• Valuation Should Reflect Stage
• D2C Brands Are Promising

Key Takeaways from the Episode

1. CosIQ’s focus on science-backed skincare and Bummer’s eco-friendly, premium innerwear reflected the importance of catering to evolving consumer preferences.
2. Both JhaJi Store and Bummer faced challenges related to brand awareness and scalability, which are critical in competitive markets.
3. JhaJi’s emphasis on empowering rural women highlighted how social impact can enhance a business’s appeal, even if scalability challenges remain.
4. The sharks prioritized startups with clear plans for scaling and sustaining growth, along with strong leadership from passionate founders.