Kusha Kapila Brilliant Marketing Strategy - Underneat Full Story ft. Vimarsh | Restless

Can India build a global fashion giant without copying Zara or Victoria’s Secret? And why is one Indian startup quietly reinventing manufacturing, innovation, and the future of innerwear from scratch? In this episode, we sit down with Vimarsh Razdan, Co-founder & CEO of UnderNeat, to uncover how one of India's fastest-growing innerwear brands is rethinking product design, manufacturing, branding, and global scale. From spending 15 years building ₹500+ crore manufacturing businesses to leaving it all behind, studying business from first principles, and creating an Indian brand that competes on product, not discounts, this conversation is a masterclass in building a category-defining company. We dive deep into India's manufacturing gap, why Vietnam and China dominate production, the psychology of founders, product innovation, premium branding, risk-taking, supply chains, Make in India, and why India's biggest non-tech companies are still waiting to be built. If you're a founder, operator, marketer, investor, or someone who wants to understand how consumer brands are actually built, watch till the end. 👇 Chapters: 00:00 – What's In The Pack 00:02:22 – The Billion-Dollar Market Hidden in Every Woman's Wardrobe 00:12:58 – The Business Opportunity Every Brand Missed 00:17:18 – The Niche Brand Playbook That's Changing India 00:21:51 – The Community Formula Behind Every Great Brand 00:27:15 – Why Most Celebrity Brands Are Built to Fail 00:29:53 – How They Created Demand Before Launching a Product 00:38:33 – The Kusha Kapila Bet That Changed Everything 00:44:16 – Why Attention Doesn't Build Brands 00:47:13 – The Manufacturing Edge That Will Define India's Future 00:58:15 – The Biggest Business Opportunity for India's 20-Year-Olds 01:00:05 – Walking Away From Success to Build Something Bigger 01:05:30 – The IIM Mindset That Created Multiple Businesses 01:07:11 – The Pandemic Mistake That Changed Their Journey Forever 01:16:07 – The ₹20 Crore Blueprint Nobody Talks About 01:23:24 – The Founder Insight That Created UnderNeat 01:27:21 – Why Great Consumer Brands Are Built in Factories To Know More, Follow RESTLESS On ⤵︎ Instagram @RESTLSSClub   / restlesswithayushshukla   Twitter/X @RESTLESS_Club   / restless_club   LinkedIn – RESTLESS   / restless-club   Spotify – RESTLESS https://open.spotify.com/show/7BuMVNS... Join our Influence Club and learn how to build a powerful personal brand: https://www.influenceclub.io/ • • * About Ayush Shukla Ayush Shukla is the Founder of Finnet Media, an influencer marketing and talent management company that has worked with 250+ creators and 100+ brands including Amazon, CRED, StockGro, INDmoney, Slice and many others. He is also the host of RESTLESS, where he uncovers the playbooks behind India's most successful founders, operators, investors and creators. Follow Ayush Shukla On ⤵︎ Instagram @AyushShukl.a   / ayushshukl.a   Twitter/X @AyushShukl99   / ayushshukl99   LinkedIn – Ayush Shukla   / ayushshukla99   YouTube – Ayush Shukla    / @iamayushshukla