Underneat

Underneat is a direct-to-consumer shapewear and intimate apparel brand designed for Indian women, focusing on breathable, climate-adapted products that prioritize comfort, subtle support, and everyday functionality.

Core Products and Services

• Shapewear (waist cinchers, corsets, bodysuits, tummy-control shorts) designed for everyday light-to-moderate shaping and comfort for Indian body types

• Intimate wear including bras and supportive innerwear optimized to be seamless under Indian outfits like kurtas, sarees, and Western wear

• Comfort apparel such as leggings, tops, and other "second-skin" pieces that integrate shapewear-like support with breathable, climate-suited fabrics

Business Model and Revenue Streams

• Direct-to-consumer online model through its own website, with a focus on repeat purchases and basket-building across shapewear and intimates

• Revenue primarily from product sales (shapewear, bras, innerwear, comfort apparel), supported by strong influencer-led marketing and brand collaborations to drive high-volume digital sales

• Growth reinforced by venture funding used to scale inventory, performance marketing, and potential expansion into marketplaces and select offline/retail formats