XYXX, a men’s premium innerwear and lifestyle brand, has announced the close of its ₹110 crore (approx $13.5 million) Series C funding round, led by Amazon Smbhav Venture Fund.

XYXX also saw the participation of its existing institutional investors such as Sauce.vc, Anicut Capital, DSG Consumer Partners and Singularity Growth Opportunities Fund.

Commenting on the funding, Yogesh Kabra - Founder, XYXX said, “We are thrilled to welcome Amazon into our investor group. We’ve seen rapid growth, right from our inception in 2016 and we plan to use the investment to keep doing more of the same, focusing on our core product categories and driving efficiency and profitability through greater scale and better use of technology.”

Amazon Smbhav Venture Fund, through its official spokesperson said, “Our vision with the Amazon Smbhav Venture Fund is to empower the next generation of innovative, ground-breaking companies led by visionary founders. We are impressed with the XYXX management team led by Yogesh Kabra and their ability to continuously serve consumers with high-quality differentiated selection across categories and multi-channel distribution. In a short time, XYXX has created strong brand recall with their relentless focus on product market fit and we are excited to work with them for their next phase of growth.”