Premium shapewear brand Underneat has achieved ₹200 crore in annual recurring revenue (ARR) in less than 12 months. Founded by creator Kusha Kapila and fashion industry veteran Vimarsh Razdan, the brand launched in April 2025.
Underneat has served more than 6.5 lakh women and sold over 9 lakh units across shapewear, innerwear and accessories. The company now plans to expand into offline retail as it enters its next phase of growth.
Underneat Plans Data-Led Retail Expansion
Underneat plans to use consumer data to identify promising markets and retail formats. Its analysis includes purchase behaviour, location data, sizing preferences and category trends.
Instead of opening stores across a wide network, the brand will focus on selected opportunities. Its plans include standalone stores and partnerships with organised retail channels.
Brand Reports Strong Customer Engagement
Underneat has recorded more than 7.86 lakh consumer interactions and over 23,000 verified reviews. The brand also reports a customer satisfaction score of 93%.
The company attributes its market position to product quality, fit and customer service. It also focuses on inclusive sizing and communication that addresses consumer needs.
Underneat Focuses on Fit and Product Innovation
Underneat entered a category traditionally dominated by established players. The brand aims to address common challenges faced by Indian women, including fit issues, inconsistent sizing and limited product innovation.
Before the launch, Kusha Kapila spoke directly with her audience to understand their concerns about innerwear and shapewear. These conversations helped shape the brand’s product range around consumer needs.
Founders Share Views on the Growth Milestone
Vimarsh Razdan, Co-founder and CEO of Underneat, said, “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.”
Kusha Kapila, Co-founder of Underneat, added, “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.”
Underneat plans to build on its customer base and use data to guide its retail expansion. The brand aims to grow its presence in India’s premium shapewear and innerwear market.
