Influencer-turned-actor Kusha Kapila has successfully secured backing for her innerwear brand UnderNeat from Fireside Ventures, with Mamaearth co-founder Ghazal Alagh joining as an investor. According to Moneycontrol, the seed funding is expected to be between Rs 8-10 crore, though official figures haven’t been disclosed.
What makes this launch particularly noteworthy is Kapila’s innovative pre-launch marketing strategy. Before revealing UnderNeat, she created an engaging video series titled “What Are You Wearin’ Under?” that addressed common innerwear issues women face with different outfits. The series blended humor, cultural references, and personal anecdotes to reframe conversations around innerwear as problem-solving rather than purely product-focused.
This approach proved remarkably effective—UnderNeat’s Instagram account attracted over 100,000 followers before the official launch through nine strategically released videos tackling problems like discomfort and poor fit. Within just two days after launching, that number grew to 176,000 followers.
Kapila’s established digital presence, with 4.1 million personal followers, significantly contributed to this rapid growth. By building trust and anticipation through relatable content, she cultivated a community of potential customers eager to try UnderNeat’s products.
The investment marks a significant milestone as UnderNeat aims to establish itself in the competitive shapewear market with its problem-solving approach to women’s innerwear.
