How many of you remember Kusha’s “Coco bahiya, mera chopper mangva dijiye”?!
Kusha Kapila: From Relatability to Reinvention
Or I would rather say, from reel life South Delhi aunty to real life Strong & Bold founder!
Kusha Kapila & the Rise of Underneat
Kusha Kapila’s journey has always felt personal to the internet. From sharp comedy to hyper-relatable content, she grew from influencer to social celebrity. Her recent divorce kept her in the spotlight, but she flipped the narrative by openly talking about body changes, self-image, and everyday discomforts women rarely voice—making her relatability even stronger.
Those conversations led to Underneat. Before launch, Kusha put content first—posting 8 candid videos of herself struggling to fit into existing shapewear and lingerie in India. The honesty struck a chord, helping the brand build nearly 100K Instagram followers pre-launch. Backed by the right people—co-founder Vimarsh and D2C veterans like Gazal Alagh—Underneat entered the market with both credibility and clarity.
Underneat solves a long-ignored problem: innerwear that isn’t made for Indian bodies. Unlike legacy brands like Jockey or Triumph, it designs shapewear tailored to Indian proportions, comfort, and real lifestyles.
Underneat didn’t just sell shapewear; it educated women on why discomfort had become normal. Through content, the brand explained fit, function, and fabric—helping consumers unlearn years of “adjust kar lenge” conditioning. Education became a powerful trust-building tool.
And of Course, the Last Laugh
At the end of the day, this was Kusha Kapila’s story to tell—and she made sure she told it well. From being the punchline to delivering the punch, Underneat became her full-circle moment. Relatable, sharp, and self-aware—she had to get the last laugh anyway.
Is Underneat India’s best shapewear brand?
Not yet, it has a long way to go but definitely has got the potential!
Image credits: underneat.in
Lil Marketer 
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