Underneat is becoming a standout brand in the innerwear and shapewear market. The company has seen major growth since joining Myntra in June 2025, where it quickly became a top seller.
Kusha Kapila, a content creator, and Vimarsh Razdan, a fashion pro, started Underneat in April 2025. Their goal was to offer shapewear and innerwear that focuses on solving problems and providing comfort. Instead of just focusing on looks and discounts, Underneat chose to prioritize how well its products work and fit, addressing what customers really need.
Launching on Myntra was Underneat’s first big partnership outside of its own sales channels. This move helped the brand reach more people, especially those in cities and larger towns who shop on Myntra. In a short time, Underneat grew quickly and became a popular choice for shapewear, showing that shoppers want products that truly meet their needs.
The founders said their aim is to create products that fix real issues for their customers. This idea seems to be working well with today’s Indian shoppers, who value comfort and usefulness in their everyday items.
Underneat’s growth shows how the direct-to-consumer market is changing in India. People want brands that offer practical designs, mainly in areas like innerwear where fit and comfort are very important. Underneat’s success also shows that popular online marketplaces can really help new brands grow by offering exposure and building trust.
Besides Myntra, Underneat is also doing well on Nykaa, Amazon, Blinkit, and its own site, which supports its plan to sell through various channels. This strategy matches what’s happening in the wider market, where brands balance selling on their own sites with using marketplaces to reach as many customers as possible while keeping control of their brand.
The brand’s quick rise also shows how much influence creator-led brands have in India. By mixing current cultural trends, customer knowledge, and industry know-how, Underneat has gained trust in a busy market. Its early success suggests that celebrity-backed startups can grow steadily if they have products that fit the market well, instead of just relying on buzz.
As the innerwear and shapewear markets in India get more established, Underneat is in a good position for future growth. The company plans to keep adding to its product line and strengthen its sales on important online channels. Its story is another example of how focusing on a goal and knowing what you’re doing can help new brands become leaders very fast.
Underneat’s growth is a success for the brand and a sign that the direct-to-consumer market is rewarding businesses that focus on solving consumer issues, offering comfort, and being innovative.
