Kusha Kapila And Her Brand UnderNeat Building A Modern Women Focused Business

Kusha Kapila has built a strong identity in India as a digital creator, actor and entrepreneur. After gaining popularity through social media comedy videos and relatable characters, she entered the business world with a women focused brand called UnderNeat.

Kusha Kapila became widely known through her humorous and relatable content on Instagram and YouTube. Her characters like “Billi Masi” and other social satire sketches quickly gained popularity among young audiences. Over time she built a large digital following and became one of the most recognized Indian content creators in lifestyle and entertainment.

However, instead of limiting herself only to digital entertainment, she moved towards entrepreneurship and entered the growing direct to consumer market. In 2024, she co founded UnderNeat, a shapewear and innerwear brand designed specifically for Indian women.

The brand focuses on comfort, body positivity and practical designs that work with Indian clothing styles such as sarees, lehengas and ethnic wear. Unlike many western shapewear brands that focus heavily on body compression, UnderNeat products are designed to provide support while keeping comfort in mind.

Before launching the products, the company reportedly conducted interviews with around 12,000 Indian women to better understand their body types, clothing habits and comfort preferences. The research helped the brand create sizing that suits Indian body proportions instead of relying on western size charts.

This approach helped the brand create a more inclusive size range starting from smaller waist sizes and going up to larger sizes, aiming to address the diversity of Indian body shapes. The fabrics used are also designed for Indian weather conditions, focusing on breathable materials suitable for heat and humidity.

Another important aspect of the brand’s strategy was communication. Innerwear is often considered a sensitive or private topic in India and is rarely discussed openly in mainstream advertising. To address this, Kusha Kapila began talking about the subject openly on social media months before the official product launch.

Through an Instagram content series discussing everyday innerwear problems faced by women, she created awareness about issues like incorrect sizing, discomfort and lack of suitable options in the market. This content approach helped educate consumers before the brand officially introduced its products.

UnderNeat initially launched through its own website instead of immediately entering large marketplaces. This allowed the company to directly interact with its early customers and understand buying behaviour and feedback more closely.

Later, the brand expanded to selected platforms such as Nykaa and Myntra, which already had strong female customer bases.

The company also experimented with quick commerce platforms like Blinkit and Zepto, allowing customers to receive products quickly when needed.

Within a short period, the brand reportedly achieved rapid growth and reached around ₹150 crore annual revenue run rate within the first eight months while remaining profitable from the beginning.

Industry observers say the brand’s success came from combining product research, targeted marketing and Kusha Kapila’s strong digital reach. Instead of positioning the brand only as an influencer product line, the company focused on solving a specific consumer problem in the shapewear category.

Along with Kusha Kapila, the brand also has experienced professionals involved in its operations and strategy, including experts from fashion retail and direct to consumer business sectors.

Today, UnderNeat is positioned as a modern shapewear and innerwear brand that focuses on comfort, inclusivity and everyday practicality for women.

<p>The post Kusha Kapila And Her Brand UnderNeat Building A Modern Women Focused Business first appeared on Hello Entrepreneurs.</p>