In a significant milestone for celebrity-led ventures, content creator and actor Kusha Kapila's shapewear brand, Underneat, has secured a substantial $6 million in a pre-Series A funding round. The investment, led by Fireside Ventures, comes less than a year after the brand's launch in April 2025, signaling rapid growth and investor confidence.
From Content Creation to Shapewear Empire
Kusha Kapila, who first gained fame as a digital content creator before transitioning to acting, has now firmly established her credentials as an entrepreneur. She co-founded Underneat with Vimarsh Razdan, aiming to address a gap in the market for quality innerwear for Indian women. The brand's impressive financial performance is turning heads, with the founders claiming it has already crossed Rs 150 crore in Annual Recurring Revenue (ARR) and is EBITDA positive.
In a recent interview with CNBC TV 18, Kapila expressed her deep personal connection to the venture. She stated she was "extremely passionate" about the category, driven by her own experiences and a desire to provide "better innerwear for Indian women." Co-founder Vimarsh Razdan explained their strategic positioning, noting they made a conscious decision to operate in the "mass premium category" to appeal to a broader demographic.
Funding, Future Plans, and a Dream Collaboration
The freshly raised capital of $6 million is earmarked for aggressive expansion. The founders plan to use the funds for scaling operations and strengthening distribution channels across various Indian cities. This move is expected to make Underneat products more accessible nationwide.
Looking ahead, Kusha Kapila has ambitious goals for the brand. "I want to take over the complete top drawer in a woman’s wardrobe. I want to have every product there by Underneat," she declared. Furthermore, she revealed a keen interest in a high-profile collaboration, specifically naming celebrated choreographer and filmmaker Farah Khan. "I would love to have Farah Khan be a part of Underneat. I feel like she reaches out to such an interesting audience and she’s having such a great moment online," Kapila added.
Expanding Horizons and Entrepreneurial Portfolio
The brand's success has also sparked unexpected demand. Kapila mentioned receiving numerous requests from men for a dedicated product line, hinting that this could be a potential avenue for future growth. Underneat is not Kapila's only business endeavor; she is also the co-founder of a restaurant named Torte in Gurgaon, which she launched with Rhea Wadhawan.
The rapid ascent of Underneat—achieving significant funding and substantial revenue within eight months—showcases the potent combination of celebrity influence and strategic market positioning. With clear plans for expansion, a potential men's line, and a dream collaboration in the works, Kusha Kapila's entrepreneurial journey in the fashion and lifestyle space is one to watch closely.
