Kusha Kapila’s entrepreneurial leap: Influencer launches shapewear brand UnderNeat, secures big funding from Fireside Ventures, Ghazal Alagh

Influencer and actor Kusha Kapila has ventured into entrepreneurship with her shapewear brand, UnderNeat, securing funding from Fireside Ventures. Mamaearth co-founder Ghazal Alagh has also joined as an investor, confirming the news on LinkedIn on Tuesday.

“Thanks to Vinay Singh, Prayag Mohanty and Fireside Ventures for believing in our vision and partnering with us. We couldn't have asked for anyone better to share this journey with,” said Alagh in LinkedIn post.

UnderNeat is led by Kusha Kapila and co-founder Vimarsh Razdan, who also serves as CEO. In a LinkedIn post, Razdan confirmed that they have onboarded Ghazal Alagh as a mentor and investor.

According to a Moneycontrol report, the seed-funding round is estimated at ₹8-10 crore, though exact figures remain undisclosed.

UnderNeat was launched officially on March 30 tapping the country’s shapewear market. Within two days, the brand gained 1.76 lakh Instagram followers, leveraging Kapila’s 4.1 million-strong digital presence. Since February, she had been posting collaboration reels with the brand, subtly teasing the launch through a series on shapewear styling for different outfits.

UnderNeat is betting on India’s evolving shapewear market, which remains fragmented and underpenetrated. Moneycontrol reported that globally, the compression and shapewear industry is valued at $4.37 billion (2024) and projected to reach $8.91 billion by 2034 at a 7.5% CAGR, according to Global Markets Insights. In India, the market stands at $196 million and is expected to grow at 11.3% CAGR (2024-2031), driven by advancements in fabric technology enabling lightweight, everyday wear.

Positioning itself as a "mass-premium" brand, according to the Moneycontrol report, UnderNeat draws inspiration from Skims, Kim Kardashian’s $4 billion shapewear giant. The brand aims to replicate Skims’ rapid growth, offering products at 30-40% lower prices for accessibility. Its initial lineup includes shapewear (waist cinchers, corsets), outerwear (leggings, shorts, tees), followed by accessories, swimwear, and loungewear for women aged 18-40.

India’s shapewear market features brands like Zivame, Clovia, Triumph, PrettySecrets, C9 Airwear, and Dermawear, alongside niche players Smilzo, Swee, and Adorna (SHK Brands). Newer entrants like ButtChique, The Active Story, and Krvvy focus on custom-fit designs. Pricing varies from ₹300 to ₹4,500, catering to diverse consumers—from fashion-conscious young adults shopping at H&M and Zivame to professionals preferring mid-premium brands like Enamor and Marks & Spencer.

India’s digital influencers are increasingly turning entrepreneurs, leveraging their personal brands to build consumer businesses, especially in fashion, beauty, and lifestyle. Several Indian creators have made this transition successfully. Fashion influencer Deeksha Khurana launched Dee Clothing, while Mrunal Sharma launched Mrucha, a beauty brand. Diipa Büller-Khosla’s Ayurvedic beauty brand Inde Wild recently reportedly secured $5 million from Unilever Ventures.