Kusha Kapila’s Shapewear Brand UnderNeat | Investment of Ghazal Alagh
Influencer-turned-actor Kusha Kapila’s shapewear brand UnderNeat has made headlines after securing funding from Fireside Ventures and Mamaearth co-founder Ghazal Alagh. This investment marks a significant milestone for the newly launched brand in India’s growing shapewear market.
UnderNeat’s Funding Details
The seed-funding round is estimated at ₹8-10 crore, although the exact amount remains undisclosed. Vimarsh Razan, Co-founder of UnderNeat, confirmed the fundraise to Moneycontrol but withheld details about other investors.
Within just two days of launch, UnderNeat gained 1,76,000 Instagram followers, leveraging Kapila’s massive digital presence of 4.1 million followers.
UnderNeat’s Business Strategy & Market Position
UnderNeat is positioning itself as a “mass-premium” shapewear brand, inspired by Kim Kardashian’s shapewear giant, Skims. Skims started as a D2C (Direct-to-Consumer) brand in 2019 and is now valued at over $4 billion, generating $1 billion in annual sales.
The brand aims to disrupt India’s shapewear industry, following a similar success trajectory to Skims. “Our goal is to establish UnderNeat as a leading shapewear brand in India’s emerging market,” the company stated in a pitch deck.
The Growth of India’s Shapewear Market
While shapewear demand in India is still in its early stages, experts see strong potential for growth.
According to a ProMarkets report, demand is rising as semi-urban consumers invest more in personal appearance. Additionally, global brands like Spanx and Skims have influenced Indian buyers, encouraging local brands to innovate.
Key Shapewear Brands in India
Currently, several brands compete in the Indian shapewear segment, including:
- Zivame
- Clovia
- Triumph
- PrettySecrets
- C9 Airwear
- Dermawear
What’s Next for UnderNeat?
With Fireside Ventures and Ghazal Alagh’s backing, UnderNeat aims to expand aggressively and dominate the premium shapewear market in India.
This investment highlights the growing potential of India’s D2C fashion and shapewear segment, making it a space to watch for further innovations.
