Kusha Kapila Launches Underneat: A Masterclass in Pre-Launch Brand Building

Kusha Kapila, known for her comedic and relatable content, has launched her own innerwear brand, Underneat, alongside co-founder Vimarsh Razdan. What sets this launch apart is the incredible pre-launch strategy that helped build a strong community and trust before the brand even hit the market.

Building Trust Before Selling

Underneat had already gained 123K followers before launch and crossed 175K just one day after its launch, which happened on the first day of Navratri (March 30th, 2025)—an auspicious start for the brand. Kusha’s honest and relatable videos about common innerwear struggles helped drive this rapid growth.

By focusing on cultural nuances, awkward moments, and discomforts, she didn’t sell a product right away. Instead, she created a connection through humour and vulnerability.

This approach allowed her to engage with her audience on a deeper level, addressing their frustrations rather than immediately talking about product features. As a result, her audience felt heard, which ultimately led to an increased organic engagement rate—proof that trust-building before launching a product works.

The D2C Model and Strategic Backing

The brand is backed by Ghazal Alagh, the co-founder of Mamaearth, who brings extensive experience in scaling emotion-driven D2C brands. With her expertise, Underneat aims to take on the Indian market by providing a unique solution rather than just another product. This isn't simply a case of a creator monetising their audience, rather, it's a thoughtfully built brand that first solved a problem before selling.

Kusha and her team, including co-founder Vimarsh Razdan, are setting a new standard for how D2C brands can operate. They are showing how to build demand first, creating awareness and engagement before dropping a product. It’s a timely lesson for entrepreneurs looking to launch their own brands, emphasising the importance of building trust and community before pushing for distribution.

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Looking Ahead: What’s Next for Underneat?

With such a strong start, the future looks bright for Underneat. The brand’s strategy isn’t just about the product—it’s about an ongoing dialogue with consumers. With plans for expansion and further collaborations, Underneat is poised to make waves in the innerwear industry by focusing on comfort, inclusivity, and understanding the real needs of women.

Kusha Kapila’s Underneat is more than a brand—it’s an example of how to successfully utilise the creator economy to launch products that resonate deeply with an audience.

About Underneat

Underneat is an innerwear brand launched by popular content creator Kusha Kapila and co-founded by Vimarsh Razdan, designed for comfort, style, and everyday ease. It offers shapewear, bodysuits, underwear, bras, and accessories for all body types. The brand focuses on simple, well-fitting designs that solve common innerwear struggles. With a strong online presence, Underneat is all about making women feel good in what they wear.