Influencer-turned-actor Kusha Kapila has launched her much-anticipated innerwear brand UnderNeat, a label focused on comfort-driven shapewear. The brand, already making waves online, has secured seed funding from Fireside Ventures and Ghazal Alagh, co-founder of Mamaearth.
A Bold Entry into Shapewear
UnderNeat enters the Indian innerwear market at a time when comfort, inclusivity, and fit are becoming crucial in consumer choices. According to reports, the seed round is expected to raise between ₹8–10 crore, although the final figures have not yet been disclosed.
The Hype Before the Launch
Well before its formal debut, UnderNeat created buzz with a sharp, witty Instagram campaign titled “What Are You Wearin’ Under?”. In this digital series, Kapila tackled everyday innerwear concerns—ill-fitting bras, awkward shapes under outfits, and discomfort—with humour and relatability. Each video used pop culture references and storytelling to open up discussions around body confidence and practical fashion.
This approach helped reframe innerwear from being a hush-hush product to a topic that deserves openness and comfort. It also positioned UnderNeat as a problem-solving brand rather than one focused only on style or aesthetics.
Influencer Power at Play
UnderNeat’s rapid rise owes much to Kapila’s strong online presence. With 4.1 million followers on her personal account, she leveraged her digital influence to boost visibility. Her pre-launch videos built massive engagement, helping UnderNeat’s Instagram handle reach over 100K followers even before a single product was available. Within just two days of launch, the brand’s follower count soared past 176K, signalling massive consumer interest.
Investors Show Confidence
The early backing from Fireside Ventures—a fund known for investing in promising consumer brands—and Ghazal Alagh, lends credibility and growth potential to UnderNeat. With shapewear gaining traction as a daily essential rather than an occasional fix, the brand aims to capitalise on this shift with products that blend comfort, practicality, and body-positivity.
Final Word
With sharp storytelling, a strong founder persona, and a much-needed shift in how innerwear is marketed, UnderNeat is already redefining the shapewear narrative in India. The brand’s blend of humour, comfort, and purpose is setting a fresh benchmark in the space.
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