Underneat has become one of India’s fastest-growing homegrown women’s shapewear and lingerie brands. Co-founded by influencer and content creator Kusha Kapila and fashion industry expert Vimarsh Razdan, the brand has grown rapidly to reach over one lakh customers and ₹60 crore in annual run rate within just six months of launch.
Built around the principle of “listening over selling,” Underneat has created a new standard for lingerie in India—prioritizing comfort, body inclusivity, and eco-conscious design. The brand’s customer base of more than 422,000 women and over 5,000 authentic product reviews continues to guide its design, sizing, and innovation decisions.
A Brand That Redefines Shapewear
Underneat was born out of the need to create shapewear that fits real Indian women—not just global templates. The brand emphasizes comfort, breathability, and inclusivity by using sustainable, stretchable, and skin-friendly fabrics suitable for India’s tropical climate.
Each product is built through constant feedback loops, evolving sizing, and adaptive designs based on what women truly need. This customer-first approach has driven high repeat purchase rates and deep loyalty within its growing community.
Backed By Fireside Ventures And Guided By Ghazal Alagh
Underneat’s journey is supported by Fireside Ventures, a venture capital firm known for nurturing consumer brands like Mamaearth, Boat, and Kapiva. Their mentorship and capital support helped the brand build a sustainable foundation focused on purpose-driven growth.
Adding to this, Ghazal Alagh, co-founder of Mamaearth and a noted startup mentor, plays an advisory role in shaping Underneat’s brand strategy. Her expertise in scaling sustainable D2C brands and her focus on women’s wellness have been instrumental in guiding Underneat’s product-market fit.
About The Co-Founders
Kusha Kapila
A leading digital creator and influencer, Kusha Kapila has redefined storytelling and representation for modern Indian women. Known for her relatable humour and outspoken personality, Kusha brings creativity, community understanding, and authenticity to Underneat’s brand identity. Her influence helps the brand communicate real women’s needs, making shapewear less intimidating and more empowering.
Vimarsh Razdan
A seasoned professional with years in the fashion and apparel industry, Vimarsh Razdan brings deep operational and product knowledge to Underneat. His expertise in production, supply chain, and material innovation ensures that every product is both functional and stylish. Together with Kusha, he bridges the gap between design aesthetics and real-world comfort.
The Future Of Indian Shapewear
Underneat is not just another fashion label—it is a movement that celebrates body confidence and everyday comfort. By combining innovation, inclusivity, and genuine consumer engagement, the brand is setting a new benchmark in India’s women’s apparel market.
Its rapid success reflects the rising demand for conscious fashion brands that empower women while prioritizing sustainability and authenticity. As the founders continue to expand their range and retail footprint, Underneat is on track to become one of India’s most impactful women-led consumer brands.
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