Launching India’s First Creator-Led Shapewear Brand

Kusha Kapila, one of India’s most influential digital creators, has entered the consumer space with the launch of UnderNeat, a shapewear brand specifically tailored to Indian body types. Positioned as a bold challenger in the intimate apparel segment, UnderNeat is stepping into a niche category with enormous untapped potential.

In a market dominated by global aesthetics and standardized sizing, UnderNeat is redefining India’s shapewear industry with localized design, affordable luxury, and influencer-led trust. Just 100 days into launch, the brand is already being seen as a potential counterpart to SKIMS, the US-based shapewear giant valued at over $4 billion.

The Indian Shapewear Market: An Underserved Goldmine

India’s innerwear market is estimated to be worth over $20 billion, yet shapewear remains a marginalised segment. Most existing brands in India either replicate Western fits or fail to offer inclusive sizing. This is the precise gap UnderNeat aims to bridge.

By engineering fabrics to suit Indian skin tones, body types, and climate needs, UnderNeat is making shapewear not only more accessible but also more relevant to the Indian consumer.

From Soft Launch to Viral Success: Kusha Kapila’s Strategic Rollout

The brand’s journey began with a content-first strategy on social media, led by Kusha’s viral campaign titled “What to Wear Underneath.” Instead of diving straight into product sales, the soft launch helped spark curiosity and start a conversation around body comfort and fashion function.

This thoughtful build-up transitioned into a full-fledged launch that transformed viewers into early adopters. In just one day, UnderNeat reportedly garnered 177,000+ followers across platforms, without spending a single rupee on paid advertising.

Influencer-Led Branding with Cultural Relevance

Unlike many celebrity-led ventures, UnderNeat does not rely solely on stardom. Instead, Kusha has built the brand on authentic storytelling, featuring real women, unfiltered reviews, and relatable use-cases. This narrative authenticity helps the brand stand apart in a market that traditionally treats intimate wear as transactional rather than emotional.

Why SKIMS Is a Benchmark—Not a Blueprint

UnderNeat draws strategic lessons from SKIMS. Kusha has reportedly shared that the brand aspires to follow their “similar trajectory of success,” combining design innovation with inclusivity. Unlike SKIMS, which launched at premium pricing, UnderNeat intends to position itself thirty to forty percent lower, aiming for affordability without compromising on quality. 

UnderNeat is learning from SKIMS’ design-forward, inclusive approach, but adapting it through Indian sensibilities, pricing expectations, and functional needs.

Differentiation Through Engineering and Design

What sets UnderNeat apart is its product innovation. The brand emphasizes technical fabrics, comfortable compression science, and local manufacturing that understands Indian proportions.

In comparison to competitors like Zivame, Clovia, Swee, and Adorna, UnderNeat’s emphasis on fit, breathability, and functionality gives it a clear product-market edge.

Building a Creator-Led D2C Brand in India

While competitors in the Indian market include legacy and emerging brands such as Zivame, Clovia, Triumph, PrettySecrets, Smilzo, Swee, and Adorna, UnderNeat claims a distinct edge. Their pitch highlights fabric engineering, compression science, and comfort-first design, elements that resonate with consumers seeking effective shapewear without sacrificing ease of wear.

By integrating user feedback loops, micro-influencer reviews, and UGC-driven credibility, UnderNeat is crafting an organic growth engine many startups can learn from.

Key Takeaways for Indian Startup Founders

For Startup Caffe readers, UnderNeat offers a valuable case study in category creation and consumer trust-building. Founders can note the brand’s success formula:

• Content-first storytelling, not just product marketing
  
• Localized engineering for underserved needs
  
• Community-first launch strategy
  
• Strategic price positioning in a premium perception category

The Road Ahead: Can UnderNeat Scale Beyond the Hype?

While UnderNeat has had a strong start, its success will depend on scalability, fit consistency, supply chain efficiency, and post-purchase satisfaction. The category requires emotional trust and functional delivery in equal measure.

Yet if the momentum continues, UnderNeat could become a defining brand in India’s creator-led consumer revolution—not as a replica of SKIMS, but as a proudly Indian benchmark.