Who is Kusha Kapila, the Influencer Who Built a ₹275 Crore Business?
Kusha Kapila is one of India’s most influential digital creators and entertainers — a social media personality who turned her online fame into a rapidly growing business empire. Known for her witty comedy sketches and relatable content, she has evolved from a content creator into an actress, host, and now a co-founder of a breakout consumer brand. Below is an in-depth look at her journey, achievements, and how she transformed influence into entrepreneurial success.
Early Life and Education of Kusha Kapila
Kusha Kapila was born in New Delhi, India, into a Punjabi family and grew up with a flair for creativity and communication. She pursued higher education in English literature at Indraprastha College for Women, Delhi University, and later studied fashion design at the National Institute of Fashion Technology (NIFT) in New Delhi.
Her early professional life included roles in fashion content and digital media — from fashion merchandising to copywriting — before she found her true calling in creating online content.
Rise to Fame: Kusha Kapila as a Digital Influencer
Viral Characters and Online Breakthrough
Kusha first gained attention with humorous character sketches, especially her iconic persona “Billi Maasi,” which resonated widely across social platforms. Her rise came through consistent, relatable content that captured everyday life with a humorous twist.
She built a dedicated fanbase on Instagram, YouTube, and other platforms, gathering millions of followers who connected with her comedic style and candid commentary on modern life.
Expanding into Entertainment
Her digital success opened doors in mainstream entertainment. Kusha has appeared in films like Selfiee, Sukhee, and Thank You for Coming, and she featured in acclaimed web shows, including Masaba Masaba and LOL: Hasse Toh Phasse.
Over time, Kusha also became a host and judge on popular shows, further broadening her influence beyond social media.
From Influencer to Entrepreneur: The Story Behind Underneat
Identifying an Opportunity
While her fame was rooted in digital content and entertainment, Kusha Kapila didn’t stop there. In 2025, she co-founded Underneat, a direct-to-consumer (D2C) shapewear and innerwear brand aimed at providing comfortable, body-positive clothing solutions for Indian women.
The idea was born from recognizing a gap — many women found shapewear either uncomfortable or poorly suited to diverse body types and climates. Kusha used her voice and platform to build anticipation for a product that felt authentic, necessary, and relatable.
Rapid Growth and Market Success
Underneat launched with a clear focus on community-driven design and comfort. Within just eight months of operations, the brand achieved an annual recurring revenue (ARR) of over ₹150 crore, proving early market traction and strong consumer demand — an impressive milestone for a new D2C label.
Building on that momentum, the company secured $6 million (around ₹54.5 crore) in Pre-Series A funding led by Fireside Ventures, with continued support from early investor Ghazal Alagh.
Industry observers on platforms like LinkedIn have highlighted how Kusha’s blend of influence, authentic storytelling, and community engagement helped transform Underneat into what some describe as a ₹275 crore-worth business empire in under a year — a testament to the power of creator-led brands when combined with sound business strategy.
The Business Model Behind Underneat
Community-First Branding
Underneat’s success isn’t just numbers — it’s rooted in the way it engages customers. Instead of typical celebrity product endorsements, the brand was introduced with a narrative-driven approach, inviting women into conversations about confidence and comfort. This strategy helped convert followers into loyal customers.
Product Focus and Market Fit
The brand offers a range of shapewear, bras, bodysuits, and innerwear that cater to real body diversity and climate needs, differentiating itself from many international competitors that overlook local fit and comfort factors.
This focus on functional, inclusive products has been central to Underneat’s fast growth and market acceptance — propelling the brand toward profitability sooner than many peers in the fashion startup space.
Beyond Business: Kusha Kapila’s Cultural Impact
Kusha’s influence extends beyond products and screens. She has become a voice for body positivity, women’s confidence, and creative leadership. Her authentic engagement with issues like self-acceptance, relationships, and career paths has endeared her to a broad demographic, especially young women navigating social and professional identities.
She continues to leverage her creative roots, blending comedy and thoughtful discourse, which sets her apart as not just an influencer, but a cultural figure.
Lessons from Kusha Kapila’s Success
1. Influence Can Drive Real Business
Kusha’s transition from comedian to entrepreneur demonstrates that digital influence can translate into serious business value when paired with a clear market need and authentic brand voice.
2. Authenticity Matters
Her success stems from a genuine connection with her audience — speaking honestly and inclusively rather than relying solely on fame.
3. Creator-Led Brands Have Growing Potential
Her journey is one of many showing that influencers today can build and scale brands that resonate far beyond social media likes — achieving real economic impact and creating new commercial pathways for creators worldwide.
Conclusion: The Legacy of Kusha Kapila
Kusha Kapila’s career evolution — from online comedy and social media storytelling to high-growth entrepreneurship — marks a new chapter in how creators can shape industry and culture. By building a business like Underneat that reportedly reaches valuations and revenue figures nearing ₹275 crore, she not only shattered conventional expectations of influencer reach but also paved the way for other creators to think bigger.
Her story is a powerful example of how creativity, authenticity, and strategic thinking can come together to create influence that truly matters in the real world.
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