Kusha Kapila launched her shapewear line Underneat back in April 2025 because she knew firsthand how tough it gets for us Indian women to find innerwear that handles the sweaty summers without feeling heavy or uncomfortable.

Right away, the brand started selling light bras, full-body suits, and those shaping dresses straight to customers via their own website, quick apps like Blinkit, and platforms such as Myntra, and now they’re gearing up to put up physical shops in spots like Delhi, Mumbai, and Bangalore come 2026. In a surprising quick jump, they pulled in Rs 150 crore as annual revenue within only eight months, thanks to a fresh Rs 54.5 crore cash boost from Fireside Ventures, with eyes set on pushing that up to Rs 300-400 crore in the coming year all while keeping the profits rolling steadily.

Regular buyers keep raving about the fabric that stays cool against the skin and sizes that actually fit right without any fuss under everyday kurtas or work sarees, earning top marks across reviews even if stock runs low sometimes during busy times.

On top of that, Kusha Kapila’s own net worth hovers around Rs 20-30 crore these days, getting a big lift from her ownership slice in the brand plus the solid income she built earlier from her social media gigs and brand deals.

How Underneat began and why it works for Indian women?

Kusha Kapila knows what women here go through. She saw a big gap in the market. Most shapewear sold in India comes from outside. It uses thick polyester that feels sticky in our 40-degree summers. Kusha wanted something light and breathable. She teamed up with Vimarsh Razdan to start Underneat.

They made products like bras, bodysuits, and bodycon dresses that work for all sizes. Women repeat buy because it feels good all day. The brand sells online first through its website. It also ties up with quick delivery apps like Blinkit and big sites like Myntra. This mix helps reach cities and small towns fast.

Right from launch, sales picked up. In the first few months, monthly sales hit Rs 80 lakh. By December 2025, it crossed Rs 150 crore in yearly revenue. This shows Indian women want shapewear that does not trap heat or pinch skin. Kusha talks about her own life in videos.

She shares how bad innerwear ruined outfits for her. That real talk pulls in buyers. The brand keeps prices in the mass premium range. This means most working women or college girls can afford it without feeling it is too cheap or too costly.

Underneat Kusha Kapila business model 2026 breakdown

The business model rests on direct sales to customers. Underneat skips big stores at first to keep costs low and control quality. They focus on D2C, which means you order from their site and get it home quick. In 2026, they plan to open their own shops in big cities like Delhi, Mumbai, and Bangalore. This step comes after strong online numbers. They raised Rs 54.5 crore from Fireside Ventures in late 2025. Total funds now stand at Rs 60 crore or so. This money goes to make more stock and ship to tier-2 places like Lucknow or Jaipur.

They spend time on research for Indian skin and weather. Fabrics stay cool and stretch well. No tight seams that show under clothes. Marketing uses Kusha's Instagram reach. She posts honest tries and customer stories. No fake models with perfect bodies. Real women in daily wear show how it looks. This builds trust. Operations run from Gurgaon. They handle packing and delivery in-house to cut delays. Profits come quick because they watch every rupee spent. By end of 2025, the brand turned positive on earnings before interest and taxes. For 2026, they eye Rs 300-400 crore sales if shops do well.

Supply chain stays tight. They work with local mills for cloth to avoid import duties. This keeps prices down at Rs 500-1500 per piece. Returns stay low at under 5% because sizes fit true. Customer care chats on WhatsApp fix issues same day. All this makes the model strong for growth in India where online shopping booms.

Underneath Kusha Kapila revenue: Numbers and what they mean

Underneat hit Rs 150 crore annual revenue in just 8 months from launch. That comes to Rs 12.5 crore a month by December 2025. Early days saw Rs 80 lakh monthly gross sales value. Demand grew because word spread on social media. Kusha’s followers tried it and shared photos. Repeat customers make up 40% of sales now. This steady flow beats one-time buys.

For 2026, revenue looks set to double. New funding helps stock up for festive seasons like Diwali. Online sales stay at 80% now but shops will push it higher. They aim for Rs 80-100 crore in the current year alone. Profits roll in because costs match sales growth. No big debt pulls them back. Tier-2 cities add more as delivery gets faster there. Women in smaller towns now buy without worry.

This revenue story proves influencers can build real businesses. Kusha did not just sell her name. She fixed a daily problem for millions. Numbers back her choice to enter innerwear over fancy clothes.

Underneath Kusha Kapila review: What buyers say

Buyers love how Underneat feels on skin. One Delhi girl wrote it smooths tummy without rolling up during walks. A Mumbai office worker says bras stay put in humid train rides. No red marks at end of day. Sizing guide on site helps pick right fit first time. Colors like beige and black match most outfits. Wash well even after 20 uses.

Some point out stock runs out fast in popular sizes. Delivery takes 2-3 days in most places. Prices sit fair for quality. No hidden fees. Kusha replies to comments herself sometimes. That touch makes fans stick. On sites like Myntra, ratings hit 4.5 out of 5. Complaints stay few about loose threads in early batches. They fixed that quick.

Overall, reviews show it lives up to promise. Women feel confident in tight dresses now. Not just for parties but work lehengas too. This real feedback drives more sales.

Underneath Kusha Kapila net worth and her bigger picture

Kusha Kapila net worth sits around Rs 20-30 crore as of early 2026. Underneat stake adds the most now. Her content work brought in Rs 5-7 crore yearly before. Ads, shows, and collabs filled that. Now business grows her wealth fast. She owns a good part of the brand. At Rs 150 crore revenue, her share values high.

She lives simple in Delhi. No flashy cars in posts. Focus stays on work. Net worth rises with Underneat plans. If 2026 hits targets, it could touch Rs 50 crore for her. This mix of fame and smart business sets her apart from other creators.

What 2026 holds for Underneat and Kusha Kapila

Underneat business model 2026 shifts to mix online and shops. More products like full inner sets come. They eye men’s line later. Kusha wants stars like Farah Khan to wear it. Funding fuels hires for design and sales teams. India’s shapewear market grows at 20% yearly. Underneat leads with local touch.

Conclusion

Underneat shows how Kusha Kapila turned her everyday struggles into a brand that clicks with women across India. From quick online sales to plans for real shops in 2026, the Kusha Kapila shapewear brand Underneat business model keeps pushing ahead with solid revenue and happy buyers. As it eyes bigger growth, this story reminds us that fixing real problems pays off big time.

FAQ

What makes Kusha Kapila shapewear brand Underneat business model 2026 different?

It focuses on light fabrics for our heat and sells direct online first, then own stores, keeping prices fair at Rs 500-1500.

Underneath Kusha Kapila revenue in 2025?

The brand made Rs 150 crore yearly in just 8 months, with monthly sales jumping from Rs 80 lakh early on.

Underneath Kusha Kapila review from real users?

Women say it feels cool, fits true under clothes, and holds up in humidity, though stock dips in peaks.

Underneath Kusha Kapila net worth details?

Around Rs 20-30 crore now, mostly from her brand share plus old content pay.

What next for Underneat in 2026?

More cities for shops, new inner sets, and Rs 300-400 crore sales target after fresh funding.