Kusha Kapila's new brand Underneat has gained massive attention even before its official launch. This is because of her smart marketing strategies, which focus on relatable and unfiltered content about women's innerwear.

Over the past few months, she shared humorous Instagram reels about common struggles with innerwear, collaborating with the account @underneat without revealing she was launching a brand. This built curiosity and anticipation among her audience.

Why Is Underneat Trending?

Instead of directly selling products, Kusha built trust with her audience by addressing real issues women face with innerwear. Her "What Do You Wear Under" series connected deeply with women by mixing humor and everyday struggles.

This helped her grow a strong community, gaining 123k followers and an impressive 241% engagement rate before launch.

Right Strategy & Partnerships

Underneat is backed by industry leaders like Ghazal Alagh (Mamaearth) and Vimarsh Razdan (Attic Salt). The brand has secured ₹8-10 crore funding from Fireside Ventures, proving investor confidence.

Kusha's approach of creating demand before launch is a game-changer in India's creator-led brand space.