The Rise of a Digital Icon and Her Comfort-First Brand Vision
December 20, 2025
In India’s fast-evolving creator economy, few names have managed to build a lasting impact quite like Kusha Kapila. What began as relatable, satirical content on social media has grown into a powerful personal brand that now spans fashion, entertainment, and entrepreneurship.
Kusha Kapila first gained attention for her sharp observations on modern Indian life, relationships, and societal norms. Her content stood out not just for its humor, but for its honesty. Over time, this authenticity helped her build a loyal audience that followed her transition from a digital creator to a mainstream celebrity, with appearances in web shows, films, and major brand campaigns.
Building a Brand Rooted in Authenticity
While many influencers stop at endorsements, Kusha took a step further by entering the world of entrepreneurship. She is the co-founder of UnderNeat, an intimate wear brand built around comfort, inclusivity, and real representation.
UnderNeat was created with a clear mission: to design intimate wear that feels natural, practical, and inclusive for Indian women. The brand challenges unrealistic beauty standards by focusing on real bodies rather than idealized silhouettes. This philosophy closely mirrors Kusha’s own voice online, where body positivity and self-acceptance have always been central themes.
Why UnderNeat Stands Out
Unlike traditional fashion labels, UnderNeat positions itself as a comfort-first brand, prioritizing how women feel over how products simply look. From design choices to branding language, the label reflects Kusha Kapila’s personal values—confidence, honesty, and individuality.
Her involvement goes beyond being a face of the brand. Kusha actively contributes to storytelling, messaging, and the larger vision, making UnderNeat a true extension of her identity rather than a side project.
Kusha Kapila as a Modern Entrepreneur
Kusha’s journey reflects a larger shift in the influencer industry, where creators are no longer just content producers but business builders. By leveraging trust built over years with her audience, she successfully transformed influence into entrepreneurship without compromising authenticity.
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Beyond UnderNeat, Kusha continues to expand her presence through acting projects, fashion appearances, and global collaborations, positioning herself as a multifaceted public figure rather than a single-platform creator.
The Bigger Picture
Kusha Kapila’s evolution from digital storyteller to brand co-founder highlights the power of personal branding done right. Her success lies in consistency—aligning content, values, and business ventures under one honest narrative. In an industry often driven by trends, Kusha stands out by staying rooted in real experiences, making both her career and her brand resonate deeply with today’s audience.
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Published by Trendora Magazine
Image & Video Credits: IG/Underneat, Kushakapila
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