A Brand Born From Real Conversations

Underneat did not begin as a traditional celebrity brand chasing quick visibility. Kusha Kapila positioned it around honest conversations on comfort, body acceptance, and everyday needs that women often feel are ignored. Drawing from years of audience interaction as a digital creator, she identified gaps in the innerwear market where design rarely meets comfort.

The brand focused on practical silhouettes, inclusive sizing, and materials chosen for long wear. This approach resonated strongly with urban consumers who were looking for products that felt relatable rather than aspirational.

Rapid Growth In Just Eight Months

Reaching an annual run rate of ₹150 crore within eight months is no small feat in the crowded direct to consumer space. Industry observers note that Underneat’s success reflects strong repeat purchases and word of mouth marketing rather than heavy discount led growth.

The brand reportedly scaled through a digital first strategy, using community driven content instead of traditional advertising. Customer feedback loops played a key role in refining products quickly, allowing Underneat to adapt faster than established players.

Funding Boost With Strategic Backing

Underneat recently raised $6 million in a pre Series A funding round, adding momentum to its expansion plans. One of the notable investors is Ghazal Alagh, co founder of Mamaearth, whose experience in building consumer brands at scale brings strategic value beyond capital.

The funding is expected to support product innovation, supply chain strengthening, and offline expansion. With competition intensifying in the innerwear segment, the backing offers Underneat both credibility and operational muscle.

The Power Of Creator Led Entrepreneurship

Kusha Kapila’s journey highlights a shift in how influence translates into enterprise. Instead of lending her name to an existing label, she built a business rooted in trust earned over years. Experts believe this model of creator led brands works when authenticity drives product decisions rather than marketing alone.

Underneat’s early performance suggests that audiences are willing to support ventures that feel genuine and well thought out.

What Lies Ahead

As Underneat prepares for its next phase, the challenge will be sustaining growth while preserving its core values. If the brand continues to listen closely to its consumers, its early success may well turn into a lasting presence in India’s evolving fashion and lifestyle market.