In the fiercely competitive world of direct-to-consumer fashion and beauty, few stories capture the imagination quite like that of Kusha Kapila. The Indian comedian, content creator, and now entrepreneur has launched Underneat (also styled as Underneath), a shapewear and innerwear brand that has skyrocketed to ₹150 crore in Annual Recurring Revenue (ARR) within just eight months of its April 2025 debut. Profitable from day one, the brand is frequently hailed in business circles with headlines proclaiming that this Indian woman is beating Kim Kardashian at her own game. While SKIMS, Kardashian’s billion-dollar shapewear giant, redefined the category globally, Kapila’s Underneat is proving that localized insight, authentic storytelling, and razor-sharp execution can deliver explosive growth even faster in emerging markets.

Kusha Kapila rose to fame through her sharp-witted, relatable comedy sketches on social media. With millions of followers across platforms, she has built a loyal audience by addressing everyday realities of Indian women — from body image pressures to the frustrations of ill-fitting clothing. Unlike many influencers who pivot to product lines with glossy promotions, Kapila took a different route. She spent months creating a content series titled “What Are You Wearing Under?” — a raw, humorous deep dive into the common horrors of innerwear: uncomfortable straps, poor support, awkward fits, and the silent acceptance of discomfort as “normal.” Crucially, these videos never directly pitched a product. They built trust, community, and anticipation.

This pre-launch strategy paid off handsomely. By the time Underneat officially launched, it already boasted over 123,000 followers on its dedicated channels. The brand didn’t enter the market cold; it entered with an established audience eager to support a solution they helped shape through Kapila’s content. Backed by prominent D2C investor Ghazal Alagh and others, the company quickly raised substantial funding, reportedly around ₹54 crore in pre-Series rounds, fueling rapid scaling of production, logistics, and marketing.

The SKIMS Playbook, Indian Edition

Comparisons to Kim Kardashian’s SKIMS are inevitable and intentional. Launched in 2019, SKIMS disrupted the shapewear industry by turning it into a fashion-forward, inclusive statement. Kardashian leveraged her massive global platform, celebrity collaborations, and relentless media presence to build a brand now valued at billions, with SKIMS becoming a cultural phenomenon. Underneat draws clear inspiration: body-positive messaging, versatile designs that work as outerwear too, and a focus on “snatched” yet comfortable silhouettes.

However, Kapila has adapted the model brilliantly for the Indian context. Indian women often face unique challenges — diverse body types across regions, varying climates, traditional attire compatibility, and cultural nuances around modesty and comfort that international brands frequently overlook. Underneat addresses these with 17+ styles tailored for everyday wear, festive occasions, and specific needs like strapless support for sarees or lehenga blouses. The brand emphasizes breathable fabrics suitable for humid conditions, inclusive sizing, and solutions for real problems highlighted in Kapila’s early content.

What sets Underneat apart is its profitability from launch. Many D2C brands burn cash on customer acquisition; Underneat achieved strong unit economics early by leveraging Kapila’s organic reach. Instead of heavy ad spends, the brand rode on authentic engagement. Reviews from early users praise the fit, quality, and confidence boost, with many noting it outperforms legacy innerwear options available in India. This organic virality, combined with smart influencer partnerships and community-driven feedback loops, has driven repeat purchases and word-of-mouth growth.

Business Strategy and Execution

Kapila’s approach demonstrates deep understanding of modern creator-economy dynamics. She didn’t rush into entrepreneurship. Years of consistent content creation built her as a trusted voice. When she identified the gap in the shapewear market — one dominated by either uncomfortable traditional options or expensive imports — she executed with precision.

Key elements of her strategy include:

• Content-Led Growth: The pre-launch series created emotional investment. Women saw their struggles validated and felt part of the brand’s origin story.
• Product Innovation with Empathy: Designs solve specific pain points rather than chasing trends. Focus on comfort without compromising on shaping effects.
• Agile Operations: Achieving EBITDA positivity quickly suggests efficient supply chain management, likely through strategic manufacturing partnerships in India.
• Community and Feedback: Ongoing engagement via social media allows rapid iteration on new styles and improvements.
• Funding for Scale: Capital infusion supports inventory expansion, technology (website, logistics), and potential international forays.

In contrast, while SKIMS benefits from Kardashian’s Hollywood machine and global distribution, it also faces higher competition and saturation in Western markets. Underneat operates in a massive, underserved Indian market with rising disposable incomes, increasing body positivity awareness, and a booming D2C sector. India’s e-commerce growth, especially in fashion, provides tailwinds that Kapila is expertly riding.

Broader Impact on Indian Entrepreneurship

Kapila’s success is more than a business win — it’s inspirational for India’s creator economy. Women entrepreneurs in fashion and wellness often struggle against entrenched biases and funding gaps. By building a profitable brand at this speed, Kapila showcases how personal brand equity can translate directly into commercial success without needing a traditional corporate background.

Her story resonates particularly with young Indian women navigating careers, self-image, and ambition. It challenges the notion that only global celebrities can dominate categories like shapewear. Local insights combined with global best practices can create formidable competitors. Industry watchers predict Underneat could expand into related categories like loungewear, activewear, or even beauty, mirroring SKIMS’ evolution.

Financially, the brand’s trajectory is impressive. Hitting ₹150 crore ARR so quickly places it among top D2C successes in India. If growth sustains, it could challenge established players and potentially eye an IPO or major acquisition in the coming years. For Kapila personally, this venture significantly boosts her net worth and influence, cementing her transition from content creator to business leader.

Challenges and Future Outlook

Of course, rapid success brings challenges. Scaling quality while maintaining affordability, managing supply chain pressures, expanding geographically within India’s diverse markets, and sustaining engagement amid competition will test the brand. International expansion, regulatory hurdles in e-commerce, and evolving consumer preferences are also factors to watch.

Yet, Kapila’s track record suggests resilience. Her humor and authenticity provide a strong foundation for weathering storms. By staying connected to her audience — continuing to share behind-the-scenes insights and user stories — Underneat can maintain its edge.

Kim Kardashian transformed shapewear into a cultural force, proving the power of celebrity entrepreneurship. Kusha Kapila is now showing that in India, a creator who truly understands her audience can achieve remarkable results even faster. Underneat isn’t just selling innerwear; it’s selling confidence, comfort, and cultural relevance.

As more Indian creators look to monetize their influence through products, Kapila’s playbook — build trust first, solve real problems, execute relentlessly — offers a valuable template. In a world where global brands dominate headlines, this homegrown success reminds us of the immense potential within India’s digital ecosystem.

The next chapters for Underneat will be fascinating to follow. Whether it becomes India’s definitive shapewear leader or expands globally, Kusha Kapila has already proven that with the right mix of creativity, strategy, and empathy, an Indian woman can indeed beat the odds — and perhaps even global icons — in the business arena.

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