Underneat, a shapewear brand founded by content creator Kusha Kapila and fashion entrepreneur Vimarsh Razdan, has crossed an annualised revenue of Rs 200 crore (US$21 million) within a year of its launch, emerging as one of India’s fastest-growing direct-to-consumer (D2C) brands.
Since its launch in April 2025, the brand claims that it has catered to more than 6.5 lakh customers and sold over 9 lakh products across its shapewear, innerwear, and accessories categories.
The company now plans to enter physical retail through a mix of store formats and strategic marketplace partnerships. According to the brand its retail expansion strategy will be driven by consumer insights gathered through its D2C business, including purchase patterns, geographic demand, sizing preferences and category behaviour.
Commenting on the milestone, Vimarsh Razdan, co-founder & 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. Rs 200 Crore ARR is a validation of the model, but it’s also a signal of how large the opportunity still is.”
“Six lakh women choosing us in year one isn’t just a number; it’s a measure of trust we take very seriously,” said Kusha Kapila Co-founder of Underneat .
Bharat Tex Special Report 2026 
