Boxershorts

In 2020, Sulay Lavsi launched the direct-to-consumer brand Bummer to disrupt the Indian innerwear market. He identified a gap: millennials were fashion-conscious about their entire wardrobe except for their underwear. The mission was to offer a product that was not only comfortable and eco-friendly but also a statement of personal style. The company's strategy rested on three pillars: comfort, sustainability, and funky designs. Lavsi focused on using ultra-soft, breathable fabrics like MicroModal, derived from Beechwood trees, positioning sustainability as a key differentiator for India's youth. This approach resonated with the target market, allowing the Ahmedabad-based startup to grow significantly in its initial years. A key moment in Bummer's journey was its appearance on Shark Tank India. This event provided a major platform, boosting brand visibility and validating the business concept to a national audience. Following this, founder Sulay Lavsi was recognized in Forbes' 30 Under 30 Asia list for Retail & Ecommerce in 2023, further cementing the brand's and his own credentials in the industry. By focusing on a niche yet massive market of over 200 million digital millennials in India, Bummer created a strong connection with its customers. The company built its operations on strong relationships with factories across India, initially starting with smaller units and scaling up to work with larger, certified manufacturers as quantities increased. Today, Bummer has sold over one lakh products and has successfully carved out a unique space by transforming innerwear from a basic necessity into a fun, expressive product.