Did you hear? Influencer Kusha Kapila now sells underwear(shapewear)! Her brand UnderNeat hit the market in early April 2025. And the brand voice and marketing strategy used is just GENIUS.
The Clever Marketing Trick
Here’s what makes Kusha smart. Last December, she began asking fans on social media, “What Are You Wearing Under?” This wasn’t just random chat. It was step one of her big plan.
https://www.instagram.com/reel/DDUE_a5yFwU/?igsh=MTZvcWJyNmhsYzUzeg==
Most brands tease with hints or countdowns. Not Kusha. She built a whole series about underwear problems. She got people talking months before selling anything!
“Kusha started this back in December by talking about what people wear under clothes. Three months later, it became her brand,” says Ramya Ramachandran from Whoppl.
By launch day, her fans would’ve:
- Shared their underwear troubles
- Talked openly about body concerns
- Felt like part of the solution
When UnderNeat finally went live, fans weren’t just ready to buy. They felt like they helped make it happen.
What UnderNeat Sells
“UNDERNEAT is for everyone,” the brand says. They sell items that help smooth tummy bulges, lift butts, and make you comfy. They offer all shapewear, bodysuits, underwear, bras, and more.
How UnderNeat Talks to You
What’s cool about UnderNeat isn’t just what they sell. It’s how they talk to you.
Their help page says: “UNDERNEAT is for everyone, and so is our inbox! Need help? Have a question? Just want to say hi? We’re here for you.”
They don’t sound like most underwear brands with their fancy tech talk. UnderNeat talks like your honest friend who tells you the truth about tight dresses.
They don’t shy away from real body talk. They use words like “Tummy Control” and “Butt-Lifting Design.” But they never make you feel bad about needing help. Their tone says, “We all have these issues, let’s fix them together.”
This friendly voice shows up in all they do – from Instagram posts to how-to guides. The brand feels more like a friend than a big company.
Here’s what their Instagram bio says:
Taking Notes from Kim Kardashian
If this sounds like SKIMS, you’re right. Experts say UnderNeat is “heavily inspired by Kim Kardashian’s SKIMS.” They want to grow big like Kim’s brand did. Will Kusha become India’s Kim K? Well, she’s on her way!
Big Money Already
Investors love what they see. UnderNeat got ₹8-10 Crore from Fireside Ventures and Ghazal Alagh, who helped start Mamaearth.
Spreading the Word
Kusha used Instagram, and social media to build buzz. She made it okay to talk about underwear in public. She turned private struggles into fun group chats.
This turned her fans into brand fans before she sold a single pair of undies.
Will It Last?
The big question: Is UnderNeat just a flash in the pan?
Will it sustain itself in the market?
Success will depend on more than just Kusha’s fame. The products need to be good. Customer service needs to shine.
But one thing’s clear – Kusha showed us all how to turn awkward talks into big bucks. And she did it with a brand that feels like shopping with a buddy, not a big store.
GENIUS!
