D2C shapewear and innerwear brand Underneat has recorded strong early momentum following its entry on Myntra, posting a 200% growth within six months of launch and quickly emerging as a leading player in the platform’s shapewear category.
The brand went live on Myntra in June 2025, marking its first large-scale marketplace partnership beyond its own website. The move has significantly expanded Underneat’s reach, helping it tap into a wider base of fashion-forward consumers across the country.
Launched in April 2025 by creator Kusha Kapila and fashion industry professional Vimarsh Razdan, Underneat has positioned itself around solution-led, comfort-first products designed to address everyday innerwear and shapewear concerns. Its rapid uptake on Myntra suggests a strong appetite for functional, well-designed intimate wear in a category that is becoming increasingly competitive.
“Our focus has always been on building products that genuinely work for our customers,” said founders Vimarsh Razdan and Kusha Kapila, reflecting on the brand’s early success on the platform.
Underneat’s performance has surpassed internal expectations, with the brand gaining visibility and traction in a short span of time. The partnership also aligns with Myntra’s broader push to scale and formalise emerging fashion and innerwear categories within its marketplace ecosystem.
Beyond Myntra, Underneat has already established a presence across platforms such as Nykaa, Amazon and Blinkit, in addition to its direct-to-consumer channel—underscoring its growing footprint in India’s evolving intimate apparel market.
Founded in April 2025 by Kusha Kapila and Vimarsh Razdan, Underneat is a mass-premium innerwear brand catering to Indian women. Its portfolio spans shapewear, bras and innerwear, combining comfort, fit and affordability with a modern design sensibility aimed at redefining confidence wear in India.
