Celebrity influencer and content creator Kusha Kapila’s D2C innerwear brand, Underneat, has raised $6 Mn (approximately INR 54 Cr) in its pre-Series A funding round from existing investor Fireside Ventures. The fresh capital infusion underscores growing investor confidence in creator-led consumer brands and Underneat’s strong early traction in India’s evolving innerwear market.
Launched with the vision of redefining comfort, confidence, and inclusivity, Underneat positions itself as a modern innerwear brand built for Indian women. The brand focuses on thoughtfully designed products that address real-life needs—comfort-first fits, inclusive sizing, and contemporary aesthetics—moving beyond traditional innerwear narratives that often overlook diverse body types and everyday wearability.
Since its launch, Underneat has leveraged Kusha Kapila’s deep understanding of digital audiences and her strong community connections to build an authentic, trust-led brand. Rather than relying solely on celebrity appeal, the company has emphasized honest storytelling, user feedback, and a product-led approach, which has helped it resonate strongly with millennial and Gen Z consumers.
According to the company, the newly raised funds will be used across multiple strategic areas. A key focus will be product development and innovation, with plans to expand Underneat’s portfolio across new categories, fabrics, and functional designs. The brand also aims to strengthen its supply chain and operational capabilities to support growing demand while maintaining quality and consistency.
In addition, Underneat plans to invest in brand building and marketing, further scaling its digital-first presence while exploring selective offline touchpoints. The company also intends to grow its core team across design, operations, and marketing to support its next phase of growth.
Fireside Ventures, known for backing strong founder-led consumer brands, reaffirmed its belief in Underneat’s long-term potential by leading this pre-Series A round. The firm highlighted the brand’s clear consumer insight, strong early metrics, and ability to build emotional resonance in a competitive category as key reasons for doubling down on its investment.
India’s innerwear market is witnessing a shift, driven by changing consumer attitudes, increasing comfort with D2C brands, and a demand for more inclusive and lifestyle-oriented products. Underneat’s creator-led yet product-focused strategy positions it well to capture this opportunity.
With this funding, Underneat is set to accelerate its growth journey, deepen customer trust, and strengthen its presence as a modern, purpose-driven innerwear brand. The company aims not just to sell innerwear, but to build a community that celebrates comfort, confidence, and self-expression—on its own terms.
