What do you get when a content queen, social media darling, and red carpet riot decides to dip her toes into fashion entrepreneurship? You get UnderNeat, a cheeky, comfy, body-loving shapewear and innerwear brand, brainchild of the ever-iconic Kusha Kapila. Launched on March 30, 2025, UnderNeat is here to tuck, smooth, hug, and support every curve, wrinkle, and wobble with love.
It’s not just another label on the rack; it’s a movement, darling. And guess what? The venture is already being cheered on by investors with pom-poms made of crores. Fireside Ventures led the seed-funding conga line, with Ghazal Alagh of Mamaearth fame joining in. The money talk may be hush-hush, but insiders are whispering somewhere between 8 and 10 crores. Not bad for a launch week.
Key Parts of UnderNeat
- UnderNeat is all about the details, and let’s just say, it delivers.
- First off, the brand positions itself as a mass-premium shapewear label. Fancy-sounding? Sure. But it simply means quality goodies that don’t rob your wallet.
- The products are priced about 30-40 per cent lower than the international biggies, so you’re not paying a fortune just to feel snatched.
- Let’s talk product lineup, because UnderNeat didn’t come to play. We’re talking waist cinchers, corsets, body shapers, leggings, shorts, and good ol’ comfy T-shirts.
- This isn’t just lingerie. This is your Sunday Netflix look, your Monday work-from-home armour, and your Friday night shapewear under that little black dress.
- And don’t pack up just yet, UnderNeat is just getting started. Plans are already underway to dip into swimwear, accessories, and more loungewear.
- Sooner than you think, you’ll be living that UnderNeat life head-to-toe, Monday through Sunday.
- Another shining star in this galaxy of fabrics is its inclusivity. The range offers multiple sizes and styles to celebrate all body types, because everyone deserves to feel like their fabulous self, regardless of whether they’re shaped like an hourglass, apple, pear, or triangle of cheese.
- And let’s not forget the eco-cred, UnderNeat uses breathable fabrics, supports ethical manufacturing, and nods toward sustainability.
- Yes, you can save the planet and your waistline all at once.
Marketing Strategy
- Kusha Kapila isn’t just selling shapewear, she’s selling a vibe.
- And that vibe is loud, proud, and all over your Instagram feed. With over 4.1 million followers hanging on to her every swipe and sass, Kusha turned her launch into a digital spectacle.
- UnderNeat’s Insta page alone racked up over 175,000 followers within the first 24 hours of launch.
- That’s the power of meme-queen-meets-marketing-guru energy. The brand follows a strong direct-to-consumer (D2C) model.
- Translation: you shop it straight from the source, no middlemen, no confusion, no unnecessary markups.
- But that’s not all, UnderNeat is also setting up offline partnerships with premium retail chains.
- Imagine walking into a store and spotting that dreamy body shaper you saw on your feed the night before.
- And of course, influencer marketing is at the heart of the strategy.
- Kusha is bringing her internet friends into the mix, using behind-the-scenes content, hilarious reels, and heart-to-heart chats to make UnderNeat a household name.
- Expect quirky try-on hauls, body-positive conversations, and that distinct Kusha humour sprinkled across all touchpoints.
Target Niche
- UnderNeat isn’t trying to be everything to everyone. Instead, it knows its tribe, and it loves them loud and proud.
- The brand’s prime audience? Women aged 18 to 40. That includes fresh-out-of-college fashionistas and boss ladies running boardrooms, anyone who wants innerwear that actually feels good and looks better.
- This isn’t just about squeezing into something uncomfortable for the sake of a silhouette.
- It’s about embracing your body and giving it a high-five through great design and breathable fabric.
- Whether you’re attending a shaadi, chilling at brunch, or dancing in your bedroom mirror at 2 AM, there’s something in the UnderNeat lineup for you.
- It also goes head-to-head with industry veterans like Zivame, Clovia, and Triumph, and challenges newer cool kids like ButtChique and Krvvy who specialise in custom-fit styles.
- But with its price points, personality, and powerhouse founder, UnderNeat is carving out its own space, and it’s not asking politely.
Product Reviews
- Early reviews for UnderNeat are pouring in, and they’re glowing brighter than a ring light at golden hour. Shoppers are raving about the comfort, finally, shapewear that doesn’t feel like a medieval corset!
- The waist cinchers are snatchy but breathable, the body shapers hold everything in place without digging in, and the leggings? Soft enough to nap in.
- Customers are also loving the modern aesthetic, it’s not your grandma’s beige underthings anymore.
- There’s a good mix of vibrant hues and muted tones, so you can pick what suits your vibe. Oh, and the size chart? Accurate. Revolutionary.
- Plus, people are giving the brand major props for body positivity. From influencer shoutouts to regular folks flaunting their curves in UnderNeat gear, there’s a genuine sense of celebration.
- The brand isn’t just making lingerie, it’s making people feel good.
Visit Now
Underneat: https://underneat.in/?srsltid=AfmBOopVPNbK_etOiGqDtmeK0TA0WnJItHxfJgNtRVk9Kd_EpUk5jxE9
Myntra: https://www.myntra.com/shop/women
Conclusion
UnderNeat isn’t just a brand, it’s a comfy, confident revolution in a space that’s long needed a makeover. With Kusha Kapila at the helm, it’s stylish, smart, and designed for real Indian women who want their clothes to support them, not squeeze them. From killer shapewear to bold expansion plans, UnderNeat is here to stay. So the next time your drawer disappoints, remember, there’s a new favourite waiting to lift you up. UnderNeat it all, you’re golden.
