Kusha Kapila launches innerwear brand Underneat

Content creator and social media influencer Kusha Kapila has entered the Indian fashion market with the launch of her innerwear and shapewear brand ‘Underneat’.

The brand will cater to diverse body types offering an extensive range of innerwear that includes bras, panties, and loungewear.

Underneat plans to position itself as an affordable innerwear brand targeting women in the 18-40 age group.

Kusha Kapila expects her brand to resonate with women across different backgrounds as it offers products that prioritize both functionality and aesthetics.

Kapila has been using her strong social media presence to promote Underneat through Instagram, YouTube, and Twitter by engaging with her audience through content, interactive sessions, and creative campaigns.

Underneat has secured funding from Fireside Ventures and Mamaearth co-founder Ghazal Alagh according to media reports.

With the funding, the brand is expected to bolster in presence by collaborating with major e-commerce platforms and retailers to ensure widespread availability across India.