Underneat, India's fast-rising shapewear brand, has crossed an annualised revenue of Rs 200 crore (US$21 million) within just one year of its launch. The achievement places Underneat among India's fastest-growing direct-to-consumer (D2C) fashion companies, underlining the power of creator-led brand building in today's retail landscape.
A Record-Breaking First Year in Shapewear
Underneat launched in April 2025, co-founded by digital content creator Kusha Kapila and fashion entrepreneur Vimarsh Razdan. Since its debut, the brand has served a rapidly growing base of customers across India seeking quality shapewear solutions. The brand's rise to Rs 200 crore in annualised revenue within 12 months represents an exceptional performance in the Indian fashion sector.
The D2C model has enabled Underneat to build direct relationships with consumers, bypassing traditional retail intermediaries. This approach, combined with Kusha Kapila's significant social media following, gave the brand built-in distribution and marketing reach from day one.
Creator-Led Brands Reshaping Indian Fashion Retail
Underneat's success reflects a wider trend: digital content creators leveraging their audiences to build product businesses at scale. Kusha Kapila's established presence across social media platforms gave Underneat instant visibility in a crowded apparel market. The brand's shapewear focus taps into a rapidly expanding segment as Indian consumers increasingly prioritise fit, comfort, and confidence in their everyday wardrobe choices.
Co-founder Vimarsh Razdan's fashion entrepreneurship background complemented Kapila's creator influence. This pairing of content-driven branding and operational business acumen has become a recurring formula for high-growth D2C fashion labels in India.
B2B Implications: What Underneat's Growth Signals
Reaching Rs 200 crore (US$21 million) in annualised revenue within a debut year is a benchmark few D2C brands achieve globally. Underneat's performance signals strong consumer appetite for specialised innerwear and compression garment products in the Indian market. It also validates the D2C channel as a viable route to scale for fashion brands with strong community backing and brand identity.
For textile manufacturers, garment producers, and suppliers, Underneat's rise highlights a growing B2B opportunity in high-quality innerwear manufacturing. Follow the latest fashion sector developments through the Info Center on Textilezon.
- Shapewear and innerwear demand is accelerating among urban Indian consumers
- Creator-led brands are compressing the typical D2C growth curve
- Fast-scaling D2C labels require agile, high-quality manufacturing partnerships
- India's innerwear segment is becoming increasingly brand-driven and value-conscious
Frequently Asked Questions
What is Underneat and who founded it?
Underneat is an Indian shapewear brand co-founded by content creator Kusha Kapila and fashion entrepreneur Vimarsh Razdan. The brand launched in April 2025 and operates on a direct-to-consumer (D2C) retail model.
How much revenue has Underneat generated?
Underneat crossed an annualised revenue of Rs 200 crore, equivalent to approximately US$21 million, within one year of its April 2025 launch.
Why does Underneat's growth matter for textile manufacturers?
Underneat's rapid rise signals strong and growing demand for branded shapewear and innerwear across India. Textile and garment manufacturers can identify a significant B2B opportunity in supplying high-growth D2C fashion brands with scalable, quality production capacity.
