Freecultr is making waves by redefining the innerwear category with a focus on premium, sustainable solutions that cater to the modern consumer. The brand, led by Harshit Vij, is setting a new standard in innerwear by blending comfort, style, and eco-conscious innovation. In this exclusive interview, Harshit shares how Freecultr is disrupting the innerwear market and revolutionizing the way we think about comfort, all while staying committed to sustainability.
The Spark of Entrepreneurship: From Sandwiches to Sustainability
Harshit’s entrepreneurial journey began unexpectedly during his college years when he ran a small sandwich business. However, it was his decade-long experience at Fortis Healthcare that laid the groundwork for his deeper understanding of business strategy, and ultimately, his vision for Freecultr.
“The idea for Freecultr emerged from a desire to solve everyday discomforts while being responsible to the planet,” Harshit explains. “We saw an opportunity to offer men’s and women’s innerwear that goes beyond traditional fabric—using materials like bamboo and micro modal to create products that deliver unmatched comfort and are gentle on the environment.”
Navigating Challenges: Innovating in a Pandemic
Launching a brand in the midst of a global pandemic would be daunting for most, but Harshit and the Freecultr team saw it as an opportunity to innovate and adapt. When the world went into lockdown, the brand pivoted toward offering comfort-focused loungewear and leveraged creative sales strategies like phone orders.
“Adaptability became key,” says Harshit. “We were able to build trust with our customers by staying transparent and ensuring that they could still get the comfort they needed, even during such uncertain times.”
Building Consumer-Centric Innovation
What truly sets Freecultr apart is its unwavering focus on its customers. Harshit stresses the importance of listening to feedback and using it to shape the brand’s offerings.
“We’re not just selling a product—we’re creating an experience,” he says. “Our customers are an integral part of our innovation process. Their feedback drives everything from product design to quality improvements. It’s this two-way relationship that has helped us build brand loyalty.”
Scaling with Sustainability: India and Beyond
While Freecultr began with a strong focus on the Indian market, it has quickly expanded to international territories like the US and UAE. In addition, demand is surging in India’s tier 2 and tier 3 cities, signaling a shift in consumer priorities toward high-quality, sustainable products.
With annual revenues in the range of INR 40-50+ crore, Harshit is focused on expanding Freecultr’s reach, with plans to roll out offline retail operations. “Sustainability isn’t just a trend for us—it’s a core value. Our goal is to make premium innerwear accessible to consumers around the world, without compromising the planet,” he says.
A Vision for the Future: Redefining Innerwear
As Freecultr continues to scale, Harshit remains committed to transforming the innerwear category. By offering premium, eco-friendly alternatives, the brand is empowering consumers to make more sustainable choices without sacrificing style or comfort.
“Innerwear is a category that has traditionally been overlooked, but it’s something we wear every day,” says Harshit. “By combining premium materials with sustainability, we’re not just offering products—we’re changing the way people think about their clothing and their impact on the environment.”
Lessons Learned: Resilience, Agility, and Purpose
Reflecting on his entrepreneurial journey, Harshit highlights the importance of resilience and adaptability in today’s fast-changing market. His advice to aspiring entrepreneurs is clear: “Take calculated risks, stay agile, and focus on creating value that resonates with your customers.”
Despite his busy schedule, Harshit stays grounded by dedicating time to personal passions, including badminton, which he credits for keeping him balanced as he navigates the challenges of building a growing brand.
The Road Ahead: Leading the Innerwear Revolution
Freecultr aims to deepen its presence in international markets and expand its offline retail footprint. The brand’s mission remains clear: to revolutionize the innerwear industry by creating a perfect balance of innovation, style, and sustainability.
“This isn’t just about selling products,” says Harshit. “It’s about starting a movement that challenges the status quo and makes a lasting impact on the Innerwear industry.”
Key Takeaway
Harshit Vij’s journey with Freecultr is a powerful example of how purpose-driven entrepreneurship can reshape an industry. By addressing a gap in the innerwear market with sustainable, premium options, Freecultr is setting new benchmarks for comfort, style, and eco-consciousness. Harshit’s vision inspires others to think boldly, act with purpose, and pursue their entrepreneurial dreams while making a positive impact on the world.
