India’s D2C ecosystem continues to produce breakout consumer brands, with premium shapewear and innerwear label Underneat achieving an impressive ₹200 crore annual recurring revenue (ARR) within just 12 months of launch. Founded in April 2025 by creator Kusha Kapila and fashion industry veteran Vimarsh Razdan, the brand has rapidly emerged as one of the fastest-growing D2C brands in the country, highlighting the growing opportunity within India’s premium innerwear and women’s lifestyle market.
Since its launch, Underneat has served more than 6.5 lakh customers, sold over 9 lakh units across shapewear, innerwear, and accessories, and built a loyal consumer base through its Direct-to-Consumer India model. The company has also recorded over 7.86 lakh customer conversations, received 23,000+ verified reviews, and maintained an impressive 93% customer satisfaction score, reflecting the trust it has built among Indian consumers.
Building on this strong digital momentum, Underneat is now preparing for its next phase of D2C expansion plans by entering offline retail. Rather than following a conventional retail rollout, the company is leveraging valuable insights gathered through its D2C business, including purchase behaviour, geographic demand, sizing preferences, and category trends, to identify the right locations and store formats. The expansion will also include strategic marketplace partnerships, creating a stronger omnichannel D2C strategy that seamlessly connects online and offline experiences.
Underneat’s rapid growth demonstrates the power of combining consumer-first product innovation with data-driven decision-making. By addressing long-standing gaps in the women’s innerwear category through better fit, comfort, and customer engagement, the brand has created a differentiated position within India’s evolving D2C fashion and lifestyle market.
As D2C brands India continue redefining traditional retail categories, Underneat’s milestone reflects the growing strength of founder-led consumer businesses built on trust, community, and product excellence. With ambitious offline expansion plans, strong customer loyalty, and sustained revenue growth, the company is well positioned to shape the next chapter of D2C business India, reinforcing its place among the country’s most promising premium lifestyle brands.
Source: Based on reporting, with additional editorial adaptation and analysis.
