Underneat.in is a trailblazing Indian shapewear brand co-founded by influencer-entrepreneur Kusha Kapila and fashion veteran Vimarsh Razdan. Launched in March 2025, the brand fills a crucial gap in the Indian market by offering comfortable, breathable shapewear tailored to the unique shapes and needs of Indian women. This article covers Underneat’s inception, design philosophy, product portfolio, customer experience, and FAQs to help you understand why this brand is rapidly becoming a household name.
Table of Contents
The Origin Story: Born from Real Experience
Kusha Kapila’s frustration with existing shapewear during everyday wear—especially under traditional Indian outfits like sarees—sparked the idea for Underneat. She noticed a lack of seamless, climate-appropriate, and inclusive options that fit Indian women’s diverse body types. Partnering with Vimarsh Razdan, whose experience with global fashion brands lent technical and scaling expertise, they began a two-year journey researching fabrics, body needs, and preferences. Together with mentor Ghazal Alagh (Honasa co-founder), Underneat was created to disrupt India’s shapewear landscape with authenticity and care.
Designing for Indian Bodies and Climates
Fabric Innovation
Underneat uses high-tech yarns called Sensil nylon 6.6 combined with seamless Italian Santoni knitting. This fabric is moisture-wicking, breathable, and flexible—ideal for India’s humid climate. Unlike polyester-heavy shapewear that traps heat, Underneat provides lightweight comfort, allowing skin to breathe throughout the day.
Fit Philosophy
Rejecting unrealistic “hourglass” ideals, Underneat focuses on subtle reshaping—just 10-15% contouring—offering support without discomfort. The fit adapts to various body shapes rather than forcing them into constraining molds, celebrating natural curves.
Inclusive Sizing and Shades
The brand offers a broad size range and skin-toned colors catering to Indian complexions, ensuring every woman finds a fit that feels personalized and flattering.
Product Range Overview
Shapewear
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High Waist Butt Lifting Shorts: Sculpt curves and provide firm tummy control, perfect for sarees or casual wear.
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Front Zip Thong Bodysuit: Snatches waist, smooths upper body, and stays invisible under tight clothes with thong-style back.
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Mid Thigh Bodysuit: Offers full coverage and smooth silhouette from bust to thigh, great for gowns and fitted dresses.
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Open Bust Butt Lifting Bodysuit: Wear your preferred bra while enjoying lower-body shaping and lift.
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Sculpt Fit Padded Shorts: Adds volume and shape with hip and rear padding while controlling midsection.
Bras
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Adjustable, Wire-Free Bras: Prioritize all-day support and comfort without underwires, catering to different bust sizes.
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Minimizer Bras: Designed to reduce visual volume proportionally, ideal for large busts.
Accessories
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Skin-safe adhesive nipple covers, seamless lingerie designed to complement the shapewear line, and comfortable layering pieces.
How It Works: The Seamless Experience
Underneat products use circular knitting technology that eliminates seams which can poke or show under clothes, paired with soft, flexible fibers that move naturally with your body. This creates a second-skin feel without restricting movement or airflow.
Customer Reception and Feedback
Within five months of launch, Underneat has sold over 25,000 units and garnered wide social media attention driven largely by Kusha Kapila’s influencer outreach. Customers praise the brand for:
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Comfortable fit for long hours
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Breathability and moisture control in hot weather
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Supportive design that enhances natural shape
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Inclusive sizing and realistic body representation
Some feedback mentions minor areas for improvement, such as pad firmness or bra band elasticity. The brand is committed to product iteration and responsive customer service.
Sustainable and Ethical Practices
Underneat emphasizes eco-friendly materials like Sensil yarn and partners with factories committed to ethical manufacturing standards. They aim to bring full production capabilities to India while maintaining quality and sustainable processes.
FAQs
1. Is Underneat shapewear suitable for daily wear?
Yes, the breathable fabric and flexible design make it comfortable for everyday use, whether at work, home, or events.
2. How do I find my Underneat size?
Underneat offers a detailed size guide and a fit quiz on their website to help you select the perfect size based on your measurements and preferences.
3. Does Underneat cater to all body types?
Yes, Underneat was designed with inclusive sizing and styles to accommodate the variety of Indian body shapes.
4. What is the return policy?
Products can be returned within seven days if unused and with original tags intact. Certain intimate products may have hygiene-related exclusions.
5. How does Underneat.in compare to international brands like Skims?
Underneat focuses specifically on the Indian market’s climate and body diversity, offering localized comfort and fit with comparable seamless technology and design.
6. Are Underneat.in products eco-friendly?
Yes, the brand uses advanced, sustainable yarns and works with ethical manufacturing partners to reduce environmental impact.
Conclusion
Underneat.in has successfully created a niche in the Indian shapewear market by prioritizing comfort, inclusivity, and climate-adapted fabrics. Elevating traditional shapewear into a daily confidence booster, Underneat empowers modern Indian women to embrace their bodies without compromise. With steady growth, transparent values, and a community-oriented approach, the brand represents the future of shapewear in India.