Underneat targets category leadership after Rs 200 crore debut year
2 April 2026, Mumbai
The Indian innerwear market is witnessing a significant shift in consumer loyalty as the mass-premium label co-founded by creator KushaKapila and industry veteran VimarshRazdan, Underneat completes its first year with an annual recurring revenue (ARR) of Rs 200 crore. By pivoting away from traditional aspirational marketing and toward a community-driven model focused on fit and sizing frustrations, the brand has secured a foothold in the competitive direct-to-consumer (D2C) landscape. The milestone marks a transition from a digitally native startup to a high-volume market contender, signaling a broader trend where influencer-led brands leverage deep audience insights to disrupt established retail categories.
Community insights drive rapid scale and market traction
Underneat’s ascent is rooted in a pre-launch strategy that prioritized dialogue over product placement. By utilizing Kapila’s digital platform to address common pain points like ‘awkward fits’ and sizing inconsistencies, the brand built a feedback loop that has resulted in 5.59 lakh orders fulfilled within its first twelve months. This operations-heavy approach has allowed the company to reach over 4.19 lakh women across India, maintaining an industry-leading 93 per cent customer satisfaction (CSAT) score. The brand’s ability to convert 7.86 lakh consumer conversations into verified reviews suggests that its growth is sustained by organic advocacy rather than just aggressive customer acquisition costs.
Strategic shift toward distribution expansion and innovation
As the company enters its second year, VimarshRazdan, CEO is pivoting the strategy from establishing a presence to scaling distribution and deepening category leadership. To commemorate the anniversary, the brand is launching its first-ever promotional sale alongside a massive influencer-led campaign across YouTube and Instagram. However, the long-term focus remains on supply chain robustness and channel expansion. Kapila notes, the brand’s success validates a shift toward designing for ‘real lives,’ suggesting that Underneat’s next phase will involve diversifying its product line while continuing to solve the functional frustrations that originally fueled its entry into the Indian shapewear and innerwear market.
inancial milestone
The brand achieved an Annual Recurring Revenue (ARR) of Rs 200 crore within its first year of operations, establishing it as a high-growth player in the mass-premium segment.
Get in Touch! 
