Navi Mumbai, Maharashtra (India), November 26, 2024: In a country where 1.6 lakh women are diagnosed with breast cancer annually, the journey of survival extends beyond medical treatment. There has been an age shift, with the average age of breast cancer patients dropping from 60 to 30 plus. This younger generation of survivors is more socially active and has needs that are akin to those of their peers. It is within this shifting market that Sushmita Basak’s story intertwines with thousands of Indian women fighting breast cancer.
In 2018, Sushmita, then a MFTech student at NIFT Gandhinagar, listened intently as breast cancer survivors shared their struggles with post-mastectomy clothing. “The available options were either clinical-looking, prohibitively expensive, or unsuitable for Indian weather conditions,” she recalls. These conversations would later shape Sugar Shell Brands, India’s pioneering venture in creating affordable, dignified innerwear solutions for breast cancer survivors.
Sushmita’s path to founding Sugar Shell Brands wasn’t straightforward. With a brief stint as a corporate financial analyst, she harboured a deeper calling that merged her biomedical engineering background with her passion for fashion and social impact. “During my post-graduation project, I encountered a lingerie brand seeking to develop mastectomy bras. The project opened my eyes to a critical gap in the market,” she shares.
The statistics are sobering – one in every 28 Indian women is affected by breast cancer, with cases increasing by 2% annually. Yet, the market offered little dignity to survivors. Besides being expensive, international products rarely consider Indian body types and climate. The alternatives? Basic, clinical-looking garments that often compromise on comfort and aesthetics.
Sugar Shell Brands became a response to these challenges. Its product line features thoughtfully designed bras with pockets for prostheses made from skin-friendly materials like cotton, bamboo, and modal. “We understand that women undergoing treatment experience hot flashes and skin sensitivity. Our designs prioritise both comfort and femininity,” Sushmita explains. The brand is also working to launch specialised recovery bras for lumpectomy patients and affordable polyfill breast prosthetics soon.
Sugarshell, incubated at IIMB NSRCEL, IIMV FIELD and design institute NID NDBI, received seed funding and grants from NDBI for its social impact. The venture also earned recognition as one of the Top 100 startups in the NSRCEL IIMB Women’s Startup Program 3.0.
“Every woman deserves to feel confident and comfortable in her skin,” says Sushmita. “We work to ensure that cancer survivors have access to innerwear that makes them feel just like any other woman.”
Today, Sugar Shell Brands stands as more than just a lingerie company. It represents hope, dignity, and normalcy for thousands of Indian women navigating life after breast cancer.
