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 as investor—Underneat entered the market with both credibility and clarity.
The pre-launch strategy highlights the growing trend of brands leveraging personal stories for marketing. By sharing her struggle with traditional shapewear, Kusha not only created buzz but also generated a community of support. This pre-launch phase was not merely about marketing; it was about creating a dialogue around body positivity and comfort in India.
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.
Additionally, Kusha’s story illustrates the broader societal shifts in how women view themselves and their bodies. With Underneat, she champions a movement towards acceptance and appreciation of diverse body types, inspiring countless women to embrace their individuality. This relatability fosters a loyal customer base that identifies with the brand’s mission.
As Underneat continues to grow, it will be interesting to see how it adapts to the evolving needs of its consumers. The brand’s potential lies in its ability to remain flexible and responsive, ensuring that it meets the demands of a diverse audience.
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 by nurturing community engagement and feedback, Underneat can solidify its place in the market.
Image credits: underneat.in
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