Add Row 
Add 
The Rise of Underneat in India's Fashion Market
Kusha Kapila and Vimarsh Razdan, the founders of Underneat, have tapped into the lucrative Indian fashion market with their recent achievement of raising USD 6 million in a Pre-Series A funding round. This funding was primarily led by Fireside Ventures, alongside recurring support from Ghazal Alagh, the co-founder of Honasa Consumer. The capital influx will allow Underneat to bolster its operations and distribution across various Indian cities, reflecting its rapidly growing presence in the direct-to-consumer (D2C) fashion segment.
Understanding the Market Demand
Launched in April 2025, Underneat has swiftly positioned itself as a mass-premium brand, catering explicitly to the innerwear and shapewear needs of Indian women. This is a strategic move given the current valuation of India’s women's innerwear market at approximately USD 5.06 billion, projected to grow significantly in the coming years. With rising disposable incomes, urbanization, and increasing online shopping adoption, the market landscape is ripe for growth.
Insights from the Founder's Journey
The entrepreneurial journey of Kapila and Razdan is a classic example of recognizing and filling a market gap. Underneat has achieved an impressive annual run rate exceeding INR 150 crore with positive EBITDA within just eight months of its launch. Such rapid growth is a testament to their understanding of consumer needs and market dynamics.
Customer Engagement as a Growth Catalyst
A key differentiator for Underneat is its focus on direct engagement with consumers. Leveraging social media platforms, particularly through Kapila’s popular "what to wear under" series, they have garnered substantial customer loyalty and feedback, which has been crucial in shaping product design and offerings. Their approach emphasizes that their customer base, which has now exceeded 200,000, is integral to their journey.
Looking Ahead: Future Opportunities
The broader e-commerce trend signifies that consumer behaviour is evolving, allowing brands like Underneat to flourish. By increasing its visibility and tapping into the digital marketing space, Underneat can enhance its reach among its target audience. Not only does this foster a loyal customer base but also lays down the pathway for future growth and expansion.
Entrepreneurial Lesson: Building a Brand with Community Feedback
The approach taken by Underneat highlights an essential lesson for aspiring entrepreneurs: the value of community feedback in product development. By actively listening to their consumers, the founders are nurturing a brand that resonates with its target market on various levels—building trust, increasing sales, and establishing a brand narrative that focuses on the needs of everyday women.
Conclusion and Call to Action
In summary, Underneat's journey illustrates the potential for innovation and community-driven growth within the fashion industry. As the women’s innerwear segment continues to evolve, the importance of brands that cater specifically to consumer feedback becomes evident. For aspiring entrepreneurs, it’s a reminder of the value of staying connected with your audience and using insights to shape your business. If you're part of the Michigan entrepreneur community, consider exploring local networking events or resources to share insights and engage with others in the business landscape.
Write A Comment