Underneat, India’s leading premium shapewear brand founded by creator Kusha Kapila and fashion veteran Vimarsh Razdan has established itself as one of the fastest-growing D2C brands in India, a trajectory powered by an uncompromising consumer-first philosophy, operational excellence, and a product built specifically for the Indian woman. Fueled by ₹200 Crore ARR achieved in under 12 months, this unprecedented growth places Underneat in a rare cohort of Indian D2C brands to hit this milestone in their debut year.
With a validated product-market fit and the data advantage of 6.5 lakh+ direct consumer relationships and 9 Lakh+ units sold spanning shapewear, innerwear, and accessories, Underneat is now entering its next phase of growth: a measured and intelligent expansion into offline retail.
Rather than a blanket physical rollout, the brand intends to use its D2C consumer data – purchase patterns, geography, sizing preferences, and category behaviour to identify and prioritise high-potential retail markets and store formats. The expansion will span retail store formats and strategic marketplace partnerships, broadening the brand’s reach across India’s organised retail landscape.
The brand has built one of the most engaged consumer communities in the D2C segment, recording over 7.86 lakh consumer conversations and 23,000+ verified reviews. Its customer satisfaction score consistently holds at an industry-leading 93%, a testament to the brand’s obsessive focus on product quality, fit, and customer experience.
In a category long dominated by legacy players and undifferentiated products, Underneat has rewritten the playbook. The brand was not built from a boardroom brief; it was built from a feed. Months before its April 2025 launch, Kusha Kapila used her platform to open candid, humour-laced conversations about the everyday innerwear frustrations of Indian women: awkward fits, inconsistent sizing, and a category that had historically talked past its consumer. That consumer-first foundation has proven to be a structural competitive advantage. Underneat has carved out a distinct position by combining accessibility with premium fit, inclusive sizing, and authentic communication. The result is a brand that consumers have not merely adopted; they have championed.
“India’s innerwear category has been underloved for decades with assumptions about what women want. What Underneat has proven in 12 months is that when you close that gap with the right product and genuine consumer trust, the market responds at a pace that even surprises us. ₹200 Crore ARR is a validation of the model, but it’s also a signal of how large the opportunity still is,” said Vimarsh Razdan, co-founder & CEO of Underneat.
“The conversations we had before we even launched told us everything about fit, about frustration, about how consistently the category had let Indian women down. We built Underneat as an answer to all of that, and the response has been humbling. Six lakh women choosing us in year one isn’t just a number; it’s a measure of trust we take very seriously,” said Co-founder Kusha Kapila.
