The launch of Kusha Kapila’s shapewear label UnderNeat highlights the growing trend of influencer-driven brands and the challenges of building trust and authenticity in the creator-led commerce landscape in India.
The launch of UnderNeat, a new shapewear label created by actor and digital creator Kusha Kapila, marks a significant development in India’s creator-led commerce landscape. This venture not only showcases the growing trend of influencer-driven brands but also raises discussions about sustainability and authenticity in such enterprises.
Vinay Singh, co-founder and partner at Fireside Ventures, expressed a positive outlook on the potential of these creator-led businesses. He noted, “India’s aspirations are changing rapidly. But with that comes increased pressure – on identity, on appearance. In that context, categories like shapewear resonate.” Influencers can effectively bridge gaps in consumer knowledge, particularly when their experiences resonate with those of their audience.
Kapila’s entrepreneurial journey reflects a transformative approach to brand-building, focusing on organic growth through narrative and relatability. Ramya Ramachandran, founder of Whoppl, highlighted how Kapila initiated a simple conversation, which unexpectedly evolved into a business within just three months. She emphasized a departure from traditional marketing tactics, stating, “Creators speak to their audience like confidantes, not marketers. That kind of engagement builds long-term credibility.”
However, as the industry evolves, mere connection may not suffice. Rutu Mody Kamdar, founder of Jigsaw Brand Consultants, pointed out the dual nature of early momentum as both an opportunity and a risk. She remarked, “At the outset, the creator is the brand. But over time, a true brand identity must emerge. Otherwise, it’s a merch line masquerading as a business.” For intimate categories like shapewear or skincare, trust is crucial, as consumers are often looking to buy into a larger worldview beyond the product itself.
Nisha Sampath, managing partner at Bright Angles Consulting, echoed these concerns, noting that solid fundamentals remain vital for brand longevity. “To build a lasting brand, you still need a compelling product, a clear problem it solves, and strong storytelling to create desire,” she asserted. She viewed Kapila’s approach as well-considered, stating, “She didn’t launch with the product. She spent time framing the issue – talking about what lies beneath the clothes. That groundwork built anticipation.”
Despite initial marketing success, challenges persist in operational scaling. Sampath highlighted critical areas, such as customer experience, pricing strategy, and supply chain management, where established brands often hold advantages. Additionally, she cautioned against overestimating the correlation between a creator’s digital following and customer conversions, emphasizing that audience expansion is essential for growth.
The challenge of balancing personal and business branding is also significant. Sampath remarked that missteps in one can negatively impact the other, necessitating the development of a brand that can stand independently. An anonymous industry observer described the creator economy as inherently unstable, cautioning that “the content landscape changes every few months.” They advocated for building something less reliant on fleeting virality to ensure long-term viability.
As UnderNeat launches into the competitive shapewear market, the evolving dynamics between creator and consumer will be closely observed. The journey reflects broader trends within the industry and raises essential questions about how successfully these new brands can navigate their growth amidst a rapidly changing commerce landscape.
Source: Noah Wire Services
