Social media influencer and content creator Kusha Kapila has officially launched her own innerwear brand, UnderNeat, marking an exciting new chapter in her entrepreneurial journey. The brand, which focuses on shapewear and innerwear, aims to meet the needs of modern Indian women by offering products that promise comfort, support, and style. Here’s a detailed look at the brand’s launch, its investors, and what it aims to offer.
Kusha Kapila Launches Innerwear Brand ‘UnderNeat’: A New Chapter in India’s Shapewear Market
Brand Launch and Vision
- Launch Date: UnderNeat was officially launched on March 30, 2025. The brand focuses on a range of shapewear products, including waist cinchers, corsets, leggings, shorts, T-shirts, and other innerwear.
- Target Market: UnderNeat targets women aged 18 to 40, who are seeking stylish yet comfortable and affordable innerwear solutions. The focus is on providing high-quality, comfortable, and body-positive products to help women feel confident in their skin.
- Mission: UnderNeat strives to become a game-changer in the shapewear market, with an emphasis on comfort, inclusivity, and affordability.
Kusha’s personal experience in the fashion and lifestyle space has played a huge role in shaping her vision for UnderNeat. She’s been vocal about how her own struggles with finding comfortable innerwear and shapewear led to the idea of creating a brand that speaks directly to the needs of women in India.
Investment and Valuation
- Investors: The brand has secured significant backing from well-known investors, including Fireside Ventures, one of India’s leading venture capital firms, and Ghazal Alagh, co-founder of the successful brand Mamaearth.
- Seed Funding: The startup has raised between ₹8-10 crore in seed funding, which will support the brand’s initial operations and product development.
- Valuation: Although specific valuation details have not been disclosed, the early backing and the recognition from prominent investors signal a strong belief in the brand’s future potential.
This backing will help UnderNeat scale quickly and effectively, tapping into the rapidly growing shapewear market in India, which is estimated to expand at a CAGR of 11.3% from 2024 to 2031.
Product Line and Pricing
UnderNeat’s product offerings are designed to cater to the diverse needs of Indian women, balancing style with comfort.
- Core Products: The brand initially offers a range of shapewear, including:
- Waist Cinchers
- Corsets
- Shapewear Shorts
- T-shirts
- Leggings
- Quality and Affordability: UnderNeat promises products that are 30-40% more affordable than premium international shapewear brands like SKIMS, which is owned by Kim Kardashian. The goal is to provide high-quality, comfortable shapewear that doesn’t break the bank, making it accessible for a larger segment of the population.
- Price Range: Products are designed to be accessible to women looking for a premium yet affordable experience, and the pricing structure reflects that by offering superior quality at mid-range prices.
The pricing model allows the brand to tap into the mass-premium market, a space that is currently underserved in India’s innerwear segment.
Marketing and Social Media Strategy
One of the standout features of UnderNeat’s marketing strategy is its heavy reliance on content-driven promotion, utilizing Kusha Kapila’s massive online presence.
- Founder’s Influence: Kusha Kapila, with over 4.1 million followers on Instagram alone, has been actively promoting the brand through her personal social media platforms. She shares her own experiences with innerwear and shapewear, providing her followers with a more personal and relatable perspective on the brand.
- Instagram Success: UnderNeat’s Instagram page garnered an impressive 176,000 followers within the first two days of launch. The brand uses engaging content that resonates with its target demographic, addressing issues of body confidence, comfort, and style.
- Collaborations and Partnerships: Kusha plans to continue using her influencer power to collaborate with other influencers and celebrities to further promote UnderNeat and broaden its reach. This strategy leverages the growing influencer culture in India, where social media endorsements can drive massive consumer interest and sales.
UnderNeat’s promotional content also incorporates humor and body positivity, two themes that resonate deeply with the modern Indian woman, thus creating an instant connection with the audience.
The Market Opportunity
The Indian shapewear market is ripe for disruption. With the growing demand for body-positive and comfort-focused innerwear, UnderNeat is tapping into a large, yet relatively underdeveloped, niche market.
- Growing Market: The Indian innerwear market is expanding rapidly, especially as more women seek versatile, comfortable, and fashionable products. Many traditional brands have not kept up with changing consumer expectations, creating a gap that UnderNeat seeks to fill.
- Changing Consumer Preferences: Modern women are looking for products that not only offer support but also fit their lifestyle and body type. There is a clear shift towards comfortable and stylish shapewear, and UnderNeat is positioned to capitalize on this trend.
- Competitors: UnderNeat is entering a market with competition from established players such as Zivame, Clovia, and Skein, but its unique offering of mass-premium pricing and a content-driven strategy gives it an edge in building strong customer relationships.
Looking Ahead: Expansion and Future Plans
UnderNeat has big plans for the future, including expanding its product range and scaling operations.
- Expansion of Product Range: In addition to shapewear, UnderNeat plans to launch loungewear, swimwear, and accessories in the near future, further expanding its reach in the fashion industry.
- Online and Offline Presence: Initially focused on online sales, UnderNeat aims to expand into physical retail spaces through pop-up stores and partnerships with leading e-commerce platforms.
With the backing of solid investors and an influencer-driven marketing approach, the brand is on track to make significant strides in the Indian market. Kusha Kapila’s deep understanding of her audience, combined with UnderNeat’s innovative products and strong online presence, positions the brand for a successful future.
UnderNeat is more than just an innerwear brand – it is a movement towards making women feel comfortable and confident in their own skin. With a well-thought-out product range, a focused marketing strategy, and the right investments, UnderNeat is set to change the way Indian women think about shapewear and innerwear. As the brand continues to grow, it is likely to become a household name in the Indian fashion and innerwear industry, offering both style and comfort at an affordable price.
Stay tuned for more updates as UnderNeat continues to innovate and transform the fashion landscape in India.
