Kusha Kapila celebrates 'miracle' as her shapewear brand Underneat secures $6 million in funding

Published on: Dec 17, 2025, 12:20:14 IST

By Sanya Panwar

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Kusha Kapila's brand Underneat was launched in April 2025. (Pic courtesy: Underneat)

Kusha Kapila is calling it a ‘miracle’ after her shapewear label Underneat landed $6 million (about ₹54.5 crore) in a funding round led by Fireside Ventures.

Content-creator-turned-entrepreneur Kusha Kapila is celebrating a major milestone as her D2C shapewear brand, Underneat, announced it has raised $6 million (approximately ₹54.5 crore) in a fresh funding round led by Fireside Ventures, PTI reported on December 16. Also read | Kusha Kapila swears by a DIY rice pack and claims it can address all skin concerns. Does it actually work?

Scaling new heights

The Gurgaon-based startup, co-founded by Kusha and Vimarsh Razdan, has seen an impressive trajectory since its launch in April 2025. According to a company statement, Underneat has reportedly already crossed an Annual Recurring Revenue (ARR) of ₹150 crore, signalling a huge demand for size-inclusive and functional shapewear in the Indian market.

With this latest infusion, the company’s total funding to date stands at $7 million, PTI reported. Management plans to utilise the capital to expand operational capacity to meet growing demand, enhance distribution networks across tier-1 and tier-2 Indian cities, and broaden the product line, which currently includes bras, bodysuits, and bodycon dresses.

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A post shared by Kusha Kapila (@kushakapila)

'A miracle, miracle'

In an emotional and humorous Instagram video posted on December 16, Kusha shared the news with her followers. Reflecting on the brand’s journey, she revealed that Underneat has already served over 200,000 customers (or 'baddies', as she calls them) and engaged with over 600,000 women for product feedback.

Kusha said in Hindi: “Underneat won the hearts of so many 'baddies' this year through honest storytelling. You guys hit us so hard with feedback... you judged, we listened. Seeing Vimarsh and my fire, Fireside Ventures came and gave us something... bro, it was a miracle. Miracle, miracle!”

She also highlighted the creative freedom she has enjoyed as a founder, noting that she has been able to design her own campaigns. “I am so happy today... I had an idea, then I found the best partners, and then I found the best customers and audience,” she added.

Kusha highlighted how by focusing on 'honest storytelling' and addressing specific pain points — such as what to wear under high-necked dresses — her brand has successfully converted her digital following into a loyal customer base.

ABOUT THE AUTHOR
Sanya Panwar
With a keen eye for detail and a heart for storytelling, Sanya is a seasoned lifestyle journalist who has spent over a decade documenting the intersection of aesthetics and substance. Since stepping into the media world in 2012, she has cultivated a career defined by versatility, curiosity, and an unwavering passion for what makes life both beautiful and meaningful. Over the last many years, she has navigated the fast-paced realms of health, wellness, fitness and fashion while pivoting seamlessly into the nuances of decor and travel. Her work often explores the deeper layers of modern living, delving into art and decor trends that transform spaces, insightful perspectives on gender, parenting, and mental health, immersive travel narratives that capture the essence of a destination. A self-proclaimed aesthetics enthusiast, Sanya doesn't just report on trends — she analyses them. Whether she’s identifying the next shift in fitness or discovering a breakthrough in design, she uses her platform to spark meaningful conversations that resonate with a contemporary audience. Sanya is an alumna of St. Xavier’s College, Kolkata, and the Asian College of Journalism (ACJ), Chennai, where she honed the investigative rigour she brings to her lifestyle reporting today. When she isn't chasing deadlines or conducting interviews, Sanya practices what she preaches. You’ll likely find her sipping matcha, practicing yoga, or scouting the newest cafes. Above all, she finds her balance in nature — whether it's a quiet hike or a moment of reflection in the outdoors, she remains constantly inspired by the tranquillity of the natural world.Read More

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Kusha Kapila celebrates 'miracle' as her shapewear brand Underneat secures $6 million in funding

Kusha Kapila is calling it a ‘miracle’ after her shapewear label Underneat landed $6 million (about ₹54.5 crore) in a funding round led by Fireside Ventures.

Scaling new heights

'A miracle, miracle'

Kusha Kapila is calling it a ‘miracle’ after her shapewear label Underneat landed $6 million (about ₹54.5 crore) in a funding round led by Fireside Ventures.