Underneat was introduced to India in March’25 by renowned Instagram creators Kusha Kapila and Vimarsh Razdan. Underneat deals in shapewear and innerwear for Real Bodies, Real Life, in the women’s category. Kusha had brought something to the Indian market, which is yet to come, and that is comfort. The brand provides the innerwear, which makes it easy for Indian women to wear party dresses. Underneat isn’t just solving the problem of comfort only, but they are embracing Every Body. The shape-wear was enhancing the natural shape of the body.
In Indian society, a lot of topics are still taboo, in which women’s comfort ranks. Many women feel insecure in their dream dresses. There’s always some voices inside the head, and the judgments somehow took over the enthusiasm.
Underneat isn’t an innovation, but it is truly a revolution. The category of shapewear and innerwear is a global market of 90-214 billion USD, with India accounting for only 12.3 billion USD. So the concept is still new, but the chances of its survival are quite high. Read more to find out why.
Underneat: A Hit or a Flop?
To date, it’s been 9 months since the launch of Underneat. It started getting so much attention and support from the Indian audience within a span of days. The marketing strategy used in the development of the brand is quite amazing. Kusha very cleverly started promoting her brand before it was even launched. She started posting relatable content on the discomfort and insecurity that come with the dresses. She didn’t stop there but started engaging with the audience in real time about the same. Once she had enough people with the same issue, she started sharing the idea of Underneat.
Underneat became the topic of the table and gained more than 1.5 lakh followers on its Instagram, before its launch. The products were also listed according to women’s requirements and suggestions. Kusha has already found her target audience, and her social media has subsequently helped her reach potential customers. Public reviews and feedback contributed a lot to its building, making it a People’s Brand. Kusha isn’t stopping there; she has built a team to take feedback from customers through social media and understand their needs. Her brand welcomes every feedback as it helps the brand to grow, making it relevant and a complete hit.
How Underneat is Different From Other Creators’ Brands?
Social media creators launching their own brand is not new in India. Creators, when they have developed a face value among people, they get into business. Many have noticed doing the same in the past, but they didn’t perform well in the market. They all get hype at the start because of the faces behind these businesses, but lose the market. Underneat is different in this case, it is relevant till the date and performing outstanding in the market as well.
Kusha, from the very early stage of branding, has claimed one thing We Share We Don’t Judge. Underneat was connected to the audience emotionally first and then, launched in the market later. At Underneat, Kusha very boldly talks about Indian women’s bodies, their shapes, colours and comfort. The brand is also breaking stereotypes and promoting women’s empowerment in society. Other than its marketing strategy, Underneat truly stands on what it says. Kusha and her team never stop engaging with the people, and they don’t run away from feedback.
The creators reviewed the products themselves, so Kusha never had to put a lot into UGC marketing. The products are impressively good and show some real-time results. Customers are amazed by the fact that the brand is both comfortable and affordable. After 9 months of its launch, Underneat is still embracing Every Body with its products as it promised.
Survival in the Indian Market
The category of inner wear and shape wear is yet to grow in the Indian market, challenging Underneat’s survival. India is still a lot behind in this industry, as shown by the numbers. The reason for this phenomenon is awareness and affordability. Women’s bodies and topics related to them aren’t often talked about, so a lot of women are not aware of them. Intentional brands have a high price range, which is not affordable for Indian consumers. Underneat, challenges both aspects.
The founders of the brand are creating awareness and challenging the perspective. Whereas the product’s pricing justifies its value. But it isn’t enough for Underneat to grow and sustain in India; it needs more than that.
The Shark Tank India fame, Ghazal Alagh, increases the chances of its survival. She is an investor and backs the brand with her expertise and experience in the FMCG category. She has brought the supply chain of D2C customers with her and also guides the brand’s actions. Ghazal already has a very successful unicorn brand, MamaEarth. Her credibility brings the seed funding to Underneat from investors.
MamaEarth helped in establishing the trust among the customers, which Underneat needed the most as a newly launched brand. Later in an interview, the founders credited Ghazal for connecting them and bringing the idea to life. Ghazal’s presence makes the brand’s foundation strong and promises long-term survival of Underneat.
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