India’s D2C startup scene just got a bold new entry. Digital content creator and fashion icon Kusha Kapila, in partnership with Vimarsh Razdan, has launched Underneat, a shapewear brand built for modern Indian women—and early numbers suggest they may be onto something big.
In just 100 days, Underneat claims to have crossed ₹4.5 crore in gross merchandise value (GMV), tapping into a category that has long been underserved in India: shapewear that blends comfort, aesthetics, and functionality.
Positioned as a lifestyle-enhancing brand rather than just a vanity fix, Underneat is India’s attempt to carve a niche akin to Kim Kardashian’s Skims, but with a local twist. Its first product line includes high-waist tummy control shorts, butt-lifting bodysuits, and breathable shapewear designed for Indian body types and climates.
Why Now, Why Shapewear?
India’s innerwear market is projected to hit $20 billion by 2030, according to industry reports. While brands like Jockey, Zivame, and Clovia dominate the essentials segment, shapewear remains fragmented—with no single brand leading the charge.
“We’re not here to hide bodies. We’re here to support them—literally and emotionally,” Kapila said at the brand’s soft launch. “Women are tired of choosing between comfort and confidence. Underneat is designed to offer both.”
What Makes Underneat Different?
- Design rooted in real-life feedback: Snap closures, light boning, and breathable elastane-nylon blends tailor-made for India’s climate.
- Honest brand voice: Leveraging Kusha’s candor and digital reach, Underneat skips traditional celebrity gloss in favor of authentic storytelling.
- Inclusive product testing: Reviews from real customers highlight comfort during long commutes, weddings, and even concerts.
A review by lifestyle site The Nod praised Underneat’s bodysuits for their everyday wearability—“no breath-holding or muffin tops here”, said one user.
The Road Ahead
Underneat plans to expand into diverse skin-tone options, cotton-rich variants, and adaptive sizing for postpartum and plus-size users. Meanwhile, the brand is expected to double down on social commerce, creator partnerships, and offline pop-ups in Tier 1 and Tier 2 cities.
Challenges to Watch
- Material Optimization: Nylon-heavy fabrics may feel bulky in high humidity zones.
- Pricing Strategy: Premium pricing must evolve to accommodate middle-income segments.
- Brand Differentiation: Competing with international aesthetics while honoring Indian sensibilities is a tightrope act.
With celebrity credibility, strong early traction, and an unclaimed market ripe for disruption, Underneat could very well become the face of India’s shapewear movement. But staying ahead will require more than smart branding—it’ll demand relentless innovation and scale-friendly manufacturing.
