Innerwear brand co-founded by Kusha Kapila celebrates milestone with offers.
Underneat, India’s fast-growing mass-premium innerwear brand founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan, celebrates its first anniversary this month. The brand has quickly carved out a distinct space in India’s fast‑growing D2C sector by addressing long‑standing gaps in comfort, sizing, representation, and communication in the innerwear category.
Underneat was conceptualized after months of open dialogue on social media, where Kusha used humor, relatability and candid discussions to highlight everyday innerwear discomforts experienced by Indian women. Instead of traditional product‑first teasers, conversation was framed around shared challenges such as awkward fits, size inconsistencies, and discomfort positioning the brand as a solution rather than a commodity. The brand’s trajectory from pre‑launch buzz to rapid revenue traction demonstrates the power of leveraging community insights to build credible consumer brands.
Since its inception, Underneat has addressed the innerwear and shapewear needs of over 4.19 lakh women across India, emerging as one of the fastest-growing players in its category. The brand has fulfilled 5.59 lakh orders to date, driven by strong repeat patronage and a rapidly expanding consumer base. With an ARR of Rs 2 billion, Underneat’s growth trajectory is further underscored by a highly engaged community — reflected in over 7.86 lakh consumer conversations and 23,000+ verified reviews. Maintaining a strong customer-first approach, the brand consistently records an industry-leading 93% CSAT, reinforcing both product efficacy and sustained consumer trust.
The 1st Birthday celebrations will be marked with extensive social media activations led by the content creator community across YouTube and Instagram. Marking the occasion, Underneat will also announce a special sale on select product categories; the first for the brand.
“Our first year proves that a consumer‑first, operations‑led model can build real momentum in India’s innerwear and shapewear market. With strong early demand and a robust supply chain in place, we’re now focused on scaling responsibly while expanding channels, strengthening partnerships, and continuing to innovate on product quality and fit. The opportunity ahead is significant, and year two will be about accelerating distribution, deepening category leadership, and driving growth,” said Vimarsh Razdan, co-founder & CEO of Underneat.
“Underneat’s first year has been incredibly special because it proved something I’ve always believed: when you listen to women and design for their real lives, they show up with so much honesty and love. Coming from the world of content, I’ve always been close to conversations about comfort, body confidence, and the small frustrations women navigate every day. Underneat was born from those conversations and seeing it resonate in homes across India has been truly humbling,” said Co-founder Kusha Kapila.