# Underneat Clothing Private

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/underneat-clothing-private

- Industry: Consumer Products
- Headquarters: Gurugram, India
- Website: www.underneat.in
- Total disclosed funding: $0.9M
- Latest round: Seed (Apr 1, 2025)
- Investors on record: 1

## About

Underneat Clothing Private Limited is an innovative company specializing in shapewear solutions that blend comfort and style, enhancing the wearer's silhouette with high-quality products.

Underneat Clothing Private Limited, founded in 2024 in Gurugram, India, focuses on crafting shapewear products to improve body confidence. The company was established by a group of entrepreneurs passionate about fashion, and there are no known pivots or subsidiaries. In December 2025, Underneat Clothing Private Limited raised USD 6 million in pre-series A funding led by Fireside Ventures.

UNDERNEAT specializes in innovative shapewear solutions, prominently featuring products such as the Wireless Shaping Bra, Scoop Bralette, and Strapless Butt Lifting Shapewear. These offerings are designed to enhance the wearer's silhouette by providing comfortable support and shaping without compromising on style. The primary end use cases addressed by these products include improving body confidence, offering discreet support under various outfits, and catering to the needs of individuals seeking both functionality and fashion. The company has positioned itself to serve a diverse clientele, including fashion-conscious individuals and those looking for everyday comfort and support. Geographically, UNDERNEAT distributes its products across major markets in North America, Europe, and select regions in Asia, ensuring accessibility to a wide range of consumers seeking high-quality shapewear.

The revenue model of UNDERNEAT is structured around direct-to-consumer sales through its online platform, where customers can purchase items individually or as part of curated collections. The company emphasizes a straightforward pricing strategy, which allows consumers to easily navigate their options without complicated subscription models or membership fees. Transactions typically involve customers selecting desired shapewear products and proceeding to checkout, where payment is processed securely. Flagship products, including the Wireless Shaping Bra and Strapless Butt Lifting Shapewear, represent key revenue drivers, catering to a market that values both effectiveness and aesthetic appeal. The company fosters a direct relationship with its clientele, enhancing customer loyalty and encouraging repeat purchases through effective marketing strategies and product quality.

In April 2025, Underneat Clothing Private Limited raised an undisclosed amount of Seed funding led by new investor Fireside Ventures with participation from an individual investor. The company will use the funding to grow in the shapewear market. Future strategies include launching new products designed to further enhance shaping and support, although specific details and release dates have yet to be announced. Additionally, UNDERNEAT is exploring plans to expand into new markets, specifically targeting regions in Asia and Europe by 2026.

## Funding rounds

- Seed, Apr 1, 2025, $0.9M — Fireside Ventures

## Investors

- Fireside Ventures (https://capitalatlas.ai/funds/fireside-ventures) — Seed