Underneat expands into comfortwear with new bamboo fiber-made collection

Indian solution-wear label Underneat is diversifying its domestic retail footprint by expanding beyond core shapewear into the everyday comfortwear category. The newly introduced CoolRest Collection utilizes advanced bamboo-derived textiles engineered for natural thermoregulation, moisture management, and breathability. Fronted by prominent actor Sonam Bajwa, the accompanying brand campaign establishes a strategic market proposition under the tagline ‘CoolRest collection, cooler than cotton’. Seeking to capture rising consumer demand for wire-free and hardware-free daily wear, Kusha Kapila and Vimarsh Razdan, Co-Founders have structured the five-piece lineup to target unhurried moments of recovery, travel, and sleep.

Omnichannel scaling and market positioning

Priced from Rs 1,299 upwards, the collection spans essential silhouettes including a Scoop Bralette, Slip-on Bra, Briefs, Boy Shorts, and a Camisole. To maximize reach across metropolitan and Tier-II demographics, retail distribution spans the direct-to-consumer platform alongside major marketplace partners such as Nykaa, Myntra, Amazon, and Blinkit. Market analysts observe, this strategic portfolio expansion allows the homegrown label to capture higher-margin volume within the burgeoning intimate apparel segment, capitalizing on changing consumer preferences favoring functional, skin-friendly daily essentials over restrictive alternatives.

Focusing on body-positive design and comfort science

Established in April 2025 by content creator Kusha Kapila and industry veteran Vimarsh Razdan, Underneat is a direct-to-consumer premium solution-wear brand specializing in intimate apparel, bodysuits, and accessories tailored for the Indian climate. Operating primarily across digital retail channels, the brand focuses on body-positive design and comfort science, targeting aggressive expansion across domestic e-commerce marketplaces and quick-commerce networks.