Kusha Kapila’s newly launched shapewear brand, UnderNeat, has secured early-stage funding from Fireside Ventures, with Mamaearth co-founder Ghazal Alagh also coming on board as an investor, sources told Moneycontrol.
While the exact amount remains undisclosed, the seed funding round is estimated to be between ₹8-10 crore, giving UnderNeat a solid financial boost as it enters the Indian shapewear market—an industry that has remained relatively untapped.
UnderNeat’s Rapid Rise
The brand, which officially launched on March 30, has already gained serious traction. Within just 48 hours, it amassed 1.76 lakh Instagram followers, leveraging Kapila’s 4.1 million-strong digital presence to generate buzz.
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Co-founder Vimarsh Razan confirmed that the funding round had been completed but declined to reveal the final investment figure or details of the participating investors.
Why Investors Are Betting on UnderNeat
UnderNeat is entering a market with huge potential but little competition. While shapewear is a booming industry globally, Indian brands have largely overlooked it. With Kapila’s strong influence and a growing consumer base eager for inclusive and functional fashion, the brand is well-positioned to make a mark.
Backed by Fireside Ventures—known for funding consumer-centric brands like Mamaearth, Boat, and Vahdam—UnderNeat is poised for aggressive growth. Ghazal Alagh’s involvement further strengthens its credibility, especially given her experience in scaling direct-to-consumer (D2C) brands.
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What’s Next?
With fresh capital in hand and an already engaged audience, UnderNeat’s next steps will likely involve expanding its product line, strengthening its supply chain, and solidifying its position as India’s go-to shapewear brand. The buzz is real—now, all eyes are on how UnderNeat delivers.
