Is ‘Underneat’ the Future of Shapewear in India
India’s fashion scene is evolving fast, and this time it’s not just top designers leading the way — it’s digital creators. One of the biggest names right now? Kusha Kapila, who has launched a shapewear brand called Underneat, made especially for Indian women.
But is this just another celebrity brand? Or could it be India’s answer to Kim Kardashian’s billion-dollar shapewear empire, SKIMS?
Let’s explore how Underneat is setting new standards for comfort, confidence, and style in India’s growing shapewear market.
A Brand Built for Indian Bodies
Launched in March 2025, Underneat was created with a clear mission: to give Indian women shapewear that actually works — and feels good.
From kurtis to sarees, Indian clothing requires a very different kind of support compared to Western wear. That’s why Underneat focuses on:
- Lightweight, breathable fabric blends
- No harsh compression or uncomfortable boning
- Inclusive sizing from XS to 4XL
- Seamless fits designed for Indian fashion
The brand is already being praised for listening to what Indian women really want — support without sacrifice.
The Market Is Huge — and Mostly Untapped
India’s innerwear market is expected to reach $20 billion by 2030, but the shapewear category remains mostly ignored or underserved.
Underneat is entering at the perfect time — offering a mass-premium product priced between ₹1,200 and ₹2,500. It’s more affordable than SKIMS, yet premium enough to offer comfort, quality, and style.
This makes it accessible to a wider audience, especially women in metro cities looking for reliable support wear.
What Makes Underneat Products Special?
Underneat’s core products include:
- Mid-thigh shapers
- High-rise tummy-control briefs
- Bodysuits
- Everyday shapewear essentials
Each product is made from a soft elastane-nylon blend. Features like snap-button enclosures and seamless edges make them practical and invisible under clothing — even in Indian heat.
They’re not just functional — they’re thoughtfully designed to enhance confidence without hiding curves.
Kusha Kapila’s Marketing Strategy: Subtle Yet Brilliant
Instead of a loud, paid marketing blitz, Kusha created buzz through curiosity-driven content. She teased followers for weeks by asking, “What do you wear under?” — sparking conversations without revealing the brand until launch.
Her social media presence, combined with influencer packages and organic storytelling, helped Underneat gain major traction — crossing ₹4.5 crore in gross sales in just 100 days.
Supported by Trusted Names
Kusha isn’t building this brand alone. Underneat is backed by:
- Fireside Ventures, early investors in boAt and Mamaearth
- Ghazal Alagh, co-founder of Mamaearth
This backing brings valuable experience in building large-scale D2C brands in India — making Underneat a strong contender for long-term growth.
Underneat vs SKIMS — What’s Different?
| Feature | SKIMS | Underneat |
|---|---|---|
| Price Range | ₹6,000+ | ₹1,200–₹2,500 |
| Target Market | Global, Western fit | Indian body types & styles |
| Product Design | Fashion-first | Comfort-first + traditional wear compatible |
| Brand Voice | Luxury celeb | Relatable, humorous, creator-led |
Underneat isn’t just a copy — it’s a reshaped version, fine-tuned for India.
Challenges on the Horizon
While the response so far has been positive, Underneat will need to:
- Maintain quality as demand grows
- Handle returns and sizing issues common in shapewear
- Expand distribution beyond Tier 1 cities
- Stay ahead as new competitors enter the market
If the brand stays committed to quality and connection, it’s well-positioned to overcome these obstacles.
Final Thoughts: A Bold New Chapter in Indian Fashion
Underneat is not just another celebrity brand — it’s a thoughtful, functional, and much-needed addition to the Indian fashion space.
Kusha Kapila’s influence, combined with strong backing and smart product design, could make this brand a long-term success story.
It might not just become India’s answer to SKIMS — it could become a brand that defines Indian shapewear entirely on its own terms.
