Underneat: How Kusha Kapila Turned Online Influence into a Fast-Scaling Fashion Brand

When most people think of influencer-led businesses, what often comes to mind are limited-edition products, celebrity collabs, and merchandise that peaks at launch and fades fast. Underneat, the shapewear and innerwear brand co-founded by content creator Kusha Kapila, is changing that narrative. In December 2025, the company announced that it has raised $6 million in Pre-Series A funding led by Fireside Ventures, a firm known for backing India’s breakout consumer brands.

Underneat’s rise isn’t just another influencer business story, it’s a compelling case study of how culture, product strategy, and community engagement can combine to build a real consumer brand at pace.

From a Comic Queen to Shapewear Founder

Kusha Kapila isn’t a typical fashion founder. She rose to fame through witty social media content that resonated with millions, speaking candidly about everyday life, style, body image, and confidence. Yet with Underneat, she didn’t just slap her name on a product line. Instead, she co-founded the brand with fashion veteran Vimarsh Razdan, bringing together creator insight and industry experience.

This combination, one foot in cultural relevance, the other in operational know-how has been essential. Rather than launch a generic innerwear label, Underneat deliberately positioned itself in the mass-premium shapewear category, addressing a segment that, until recently, lacked clear Indian-market leadership.

Why $6 Million Matters? And What It Says About the Brand

Raising $6 million in less than a year after launch is notable for any consumer brand, especially in India’s crowded D2C (Direct-to-Consumer) fashion market. But what’s even more remarkable is that Underneat has reportedly crossed ₹150 crore in Annual Recurring Revenue (ARR) and remained EBITDA-positive within eight months of operations, a rare feat in a space where early spending often outweighs early revenue.

Fireside Ventures’ decision to lead this round with existing backer Ghazal Alagh (co-founder of Honasa/Mamaearth) continuing on the cap table signals confidence that Underneat is more than hype: it’s building a scaled business, not a flash-in-the-pan influencer label.

The new funds will be used to:

• Expand operations and manufacturing capacity,
• Strengthen distribution across Indian cities,
• Build out digital and offline presence,
• And continue investment in product development.

Product Strategy: Designed for India, Not Imported from Abroad

Underneat’s proposition isn’t just “shapewear” it’s shapewear designed for Indian women, climate, and wardrobes. In an era where many international brands still cater primarily to Western body types and seasonal styles, Underneat emphasizes comfort, breathable fabrics, and styles that suit local dressing norms.

This locally focused product strategy is part of what sets Underneat apart from many D2C fashion brands, and it directly addresses a gap in the market rather than jumping onto the latest trend.

From Social Content to Purchase Intent

One of Underneat’s early growth drivers was Kusha’s social media presence, particularly content that focused on what to wear under different outfits, a niche but highly relatable topic for fashion-conscious audiences. That kind of content didn’t just raise awareness, it educated and primed audiences about the category itself, turning interest into purchase intent.

This blurred the line between marketing and product exploration: customers weren’t just consuming aesthetic posts, they were learning a reason to care about Underneat’s products before they ever hit the site.

Community and Feedback: Building with Customers, Not at Them

Underneat’s approach hasn’t been purely top-down. According to the founders, customer feedback has played a significant role in product design and iterations, with the community helping shape everything from fits to styles.

This consumer-centric development, rooted in listening rather than just broadcasting, is now a key differentiator for many of the most beloved D2C brands globally.

What Underneat’s Success Says About the Indian D2C Market

Underneat’s journey reflects several broader shifts in the Indian consumer landscape:

• Women’s innerwear and shapewear demand is growing, with shoppers moving beyond basic necessities toward functional, stylish options.
• Social commerce has real commercial impact when paired with brand credibility and product innovation.
• Creator-led brands can transcend novelty if they build strong business fundamentals and product value.

The Road Ahead

Underneat’s roadmap is ambitious. Beyond digital channels, the brand is reportedly planning exclusive outlets in select cities by mid-2026, a sign that it intends to bridge its online success with physical retail experiences.

If it continues on this trajectory, Underneat could reshape how Indian consumers think about shapewear, and more broadly, how influencer brands can evolve into institutional-grade companies.

In a world where many creator brands fade after the first funding announcement, Underneat stands out. It’s more than a social media success story, it’s a growing business built on product insight, community engagement, and strategic scaling.