Influencer to Entrepreneur: Kusha Kapila’s Underneat Redefines Shapewear Market

Digital creator and actress Kusha Kapila has added another feather to her cap, this time as a successful entrepreneur. Her direct to consumer shapewear brand Underneat, co-founded with Vimarsh Razdan in April 2025, has crossed an impressive ₹150 crore in annual recurring revenue (ARR) in less than a year. The Gurgaon-based startup is now being hailed as one of the fastest-growing fashion ventures in India.

Revenue Milestone

• Within just eight months of launch, Underneat has surpassed ₹150 crore ARR, signaling strong demand for functional and inclusive shapewear in India.
• The brand’s product line includes bodysuits, bras, and bodycon dresses, designed to cater to diverse body types and sizes.

Funding Boost

• Underneat recently raised $6 million (₹54.5 crore) in a Pre-Series A round led by Fireside Ventures, taking its total funding to $7 million.
• The fresh capital will be used to scale operations, expand distribution networks, and strengthen presence in tier-1 and tier-2 cities.

Market Impact

• The brand’s rapid success highlights the growing appetite for shapewear in India, a segment traditionally underserved in the fashion industry.
• Analysts note that Underneat’s success is driven by accessible pricing, digital-first marketing, and Kusha Kapila’s strong social media influence.
• The company is positioning itself as a homegrown alternative to global shapewear giants, tapping into India’s rising demand for functional fashion.

Future Plans

• Kusha Kapila has expressed her desire to collaborate with Bollywood personalities like Farah Khan, signaling ambitions to blend fashion with entertainment.
• The brand aims to broaden its product portfolio and strengthen its identity as an inclusive, empowering label for women across India.

Sources: Indian Express,Times of India,Hindustan Times,ET Retail