UnderNeat’s smart launch: How Kusha Kapila built a brand before launching it

New Delhi: Influencer-turned-entrepreneur Kusha Kapila has disrupted the traditional brand launch strategy with her innerwear brand, UnderNeat. 

Instead of introducing products first, Kapila built anticipation by creating content that sparked conversations about innerwear, fashion struggles, and body confidence.

Before its official launch, UnderNeat had already amassed 123K followers. She leveraged her digital presence to foster trust and community engagement, particularly through her episodic series What Are You Wearing Under, where she candidly discussed innerwear choices for different outfits.

Kapila’s approach—prioritising audience engagement over direct selling—offers a blueprint for aspiring creator-led brands. 

Her strategy paid off, as UnderNeat secured funding from Fireside Ventures, with Mamaearth co-founder Ghazal Alagh also coming on board as an investor.