Underneat, the mass-premium innerwear label co-founded by Kusha Kapila and Vimarsh Razdan, has completed one year in the Indian market, marking a significant milestone in its growth journey.
Over the past year, the brand has established itself in India’s fast-growing D2C innerwear segment by addressing key gaps in comfort, sizing, inclusivity, and communication within the category.
Community-Led Brand Building
Underneat’s foundation was built on open and relatable conversations around everyday innerwear challenges. Instead of conventional product-driven marketing, the brand leveraged social media dialogue to highlight issues such as poor fit, inconsistent sizing, and discomfort, positioning itself as a solution-oriented brand.
Strong Growth Metrics
Since launch, Underneat has demonstrated impressive traction:
- Over 4.19 lakh customers served across India
- 5.59 lakh orders fulfilled
- Annual recurring revenue (ARR) of ₹200 crore
- More than 7.86 lakh consumer interactions
- 23,000+ verified reviews
- 93% customer satisfaction score (CSAT)
These figures reflect strong repeat purchases and a highly engaged consumer base.
Anniversary Celebrations and Expansion Plans
To mark its first anniversary, the brand will roll out social media campaigns driven by creators across platforms such as YouTube and Instagram. Underneat will also introduce its first-ever sale across select product categories.
“Our first year proves that a consumer-first, operations-led model can build real momentum in India’s innerwear and shapewear market. With strong early demand and a robust supply chain in place, we’re now focused on scaling responsibly while expanding channels, strengthening partnerships, and continuing to innovate on product quality and fit. The opportunity ahead is significant, and year two will be about accelerating distribution, deepening category leadership, and driving growth,” said Vimarsh Razdan, co-founder & CEO of Underneat.
“Underneat’s first year has been incredibly special because it proved something I’ve always believed: when you listen to women and design for their real lives, they show up with so much honesty and love. Coming from the world of content, I’ve always been close to conversations about comfort, body confidence, and the small frustrations women navigate every day. Underneat was born from those conversations and seeing it resonate in homes across India has been truly humbling,” said Co-founder Kusha Kapila.
Conclusion
With a strong foundation built on community insights and product innovation, Underneat is poised to scale further in India’s innerwear market, focusing on distribution expansion, category leadership, and continued consumer-centric development.
