Underneat reinvents intimate wear with patented gel-core support technology

Indian intimate apparel brand Underneat is challenging decades-old manufacturing standards by introducing a proprietary, patented gel-core innovation called JellySoft. Designed to replace rigid metal underwires, the newly launched Jelly Bra utilizes a flexible jelly-gel structure that mirrors natural body movement while eliminating conventional pressure points, pinching, and skin indentations. Market analysts note, this development addresses a major consumer friction point in the mass-premium segment, where female shoppers frequently compromise on physical comfort to secure adequate structural lift during extended workdays and daily commutes.

Scaled retail rollout and market positioning

Priced competitively starting at Rs 1,999, the new collection spans three distinct configurations - the Everyday T-shirt, Comfort, and Support silhouettes - available in staple beige and black colorways. According to company executives, the line integrates seamlessly bonded construction with targeted silicone side panels to prevent side spillage and center the bust invisibly beneath outer garments. We wanted to rethink support itself rather than engineering just another alternative, explains Kusha Kapila, Co-founder, Underneat. By combining digital-first community engagement with high-performance product formulation, the brand aims to capture a larger share of India’s rapidly expanding intimate wear sector.

Offering body-positive solutions

Co-founded by digital creator Kusha Kapila and fashion executive Vimarsh Razdan, Underneat is a mass-premium Indian innerwear and shapewear brand. Focusing primarily on body-positive solutions, its key categories include everyday bras, bodysuits, and shaping garments tailored for diverse body types. The brand leverages omnichannel retail expansion across leading digital marketplaces and quick-commerce channels.