Happy Birthday, Kusha Kapila: From ‘Billi Maasi’ to building a ₹200-crore business

Kusha Kapila, the creator-turned-actor-entrepreneur, will be marking her birthday on September 20. For Kapila, who turns 37, her career has evolved from making people laugh online as ‘Billi Maasi’ to building a consumer business with ambitions beyond celebrity association.

Founded by Kapila and fashion entrepreneur Vimarsh Razdan in April 2025, Underneat said in June 2026 that it had crossed a ₹200 crore annual recurring revenue run rate within a year of launch. It had also sold more than nine lakh units to over 6.5 lakh customers, according to the company.

Celebrating Kapila’s birthday, Underneat is offering 25% off across its products on September 19, with the offer running until 11:59 pm.

The business attracted investor attention in December 2025, with Underneat raising $6 million in a funding round led by Fireside Ventures. At the time, the company said it had reached around ₹150 crore in ARR and was recording monthly GMV of about ₹12 crore in November.

Kapila’s role in the business goes beyond being its public face. As a NIFT-trained fashion designer, she has been involved in product development and consumer feedback. Razdan has described her as the “voice of the customer within the company”.

That voice comes from years of conversations around body image, fit and self-confidence. Kapila has spoken about developing body-related insecurities while growing up, including being afraid of stepping on the weighing scale during school medical check-ups. She has also discussed how meeting women with different attitudes towards appearance helped her rethink her own relationship with her body.

Underneat was built around similar gaps in the Indian shapewear and innerwear market. Its positioning focuses on functionality, comfort and body positivity rather than appearance alone. The brand’s pre-launch conversations centred on sizing, fit and the difficulty many Indian women face while finding products that work for them.

Kapila’s own journey began away from the spotlight. After studying English Literature at Delhi University and fashion design at NIFT, she worked in fashion and digital media before joining iDiva. Her short-form videos and characters such as Billi Maasi made her widely recognisable online. But the character was only one part of her appeal. Her observational humour, candid interviews and ability to turn ordinary urban experiences into sharp, relatable stories became an equally important part of her public identity.

That range helped her move into acting and hosting, with appearances in Ghost Stories, Masaba Masaba, Case Toh Banta Hai, Comicstaan and Life Hill Gayi. Her film credits include Plan A Plan B, Selfiee, Sukhee, Thank You for Coming, Ishq Vishk Rebound and Saali Mohabbat.

Her career now spans creator, actor, host and founder. Underneat has expanded to Myntra, Nykaa, Amazon and Blinkit, while preparing for an offline retail presence. The brand also reported crossing 200% growth on Myntra within six months.

So, on her 37th birthday, the 25% discount is more than a celebratory promotion. It is a small, consumer-friendly moment in a much larger business story: the internet personality who once made everyday chaos funny is now turning audience insight into a serious company.