Underneat, a women’s shapewear and lingerie brand co-founded by influencer Kusha Kapila and fashion industry veteran Vimarsh Razdan, recently celebrated a milestone of over 100,000 customers within just six months of launch. In a heartfelt founder’s message, the company expressed deep gratitude for its growing community of more than 422,000 women, supported by 3 million site visitors and 5,370 detailed customer reviews that shaped product iterations.
Clocking an impressive ₹60 crore annual run rate, Founder credits its high repeat purchase rate to a business model centered entirely on listening to customer feedback, adapting sizing, fit, and comfort to real Indian women’s diverse needs rather than following rigid, conventional shapewear norms.
The founders attribute their initial production delays and sizing adjustments to lessons in patience and humility, highlighting how continuous conversations with their audience made listening the very core of the brand. By prioritizing feedback and thoughtful design, Underneat aims to offer seamless, breathable, and skin-friendly shapewear built specifically for India’s climate and body diversity.
The brand embraces inclusivity and comfort, using innovative eco-friendly fabrics with stretch and moisture-wicking properties, and claims to have created shapewear that truly empowers women to feel confident and comfortable—all day long.
Check out Founder’s post:
About Underneat’s Funding and Growth Support
It is backed by Fireside Ventures, a prominent early-stage venture capital firm known for supporting consumer-focused startups with the potential to shape new markets. Fireside Ventures was an early believer in Underneat’s vision, providing not only capital but strategic mentorship that helped the brand build deliberately and sustainably. Fireside is recognized for its investments in innovative startups across sectors including health, beauty, and consumer products, and is guided by partners with deep operational and financial expertise.
Ghazal Alagh’s Role and Notable Bets
Ghazal Alagh, co-founder of Mamaearth and a noted entrepreneur and investor, is also a mentor and supporter of Underneat. Known for her early-stage investments in startups focused on sustainability, health, and women’s wellness, Ghazal brings valuable insights on brand-building, product-market fit, and navigating India’s consumer landscape.
Read this: Founders Are the Biggest Reason for Failure! — Mamaearth’s Founder Shares Key Lessons for D2C Brands
Ghazal’s investment thesis focuses on startups innovating in health, wellness, sustainability, and consumer-centric products. Notable bets by her include ventures like Uvi Health (a women’s wellness platform), True Carat Diamonds (eco-friendly lab-grown jewelry), The Sass Bar (natural skincare), and Wakao Foods—each reflecting her passion for quality, ethical business, and impactful consumer experiences.
Summary:
Underneat’s rapid rise is a testament to the power of listening-led innovation and community engagement in the Indian women’s apparel market. Supported by Fireside Ventures and guided by mentors like Ghazal Alagh, the brand is redefining shapewear by marrying comfort, inclusivity, and purpose-built design for Indian women. As founder acknowledges, it’s not just about selling products but fostering trust and empowerment—building a movement that celebrates every body everyday
