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vishakha Jangir
•

Set2Score • 6m

𝗞𝘂𝘀𝗵𝗮 𝗞𝗮𝗽𝗶𝗹𝗮 𝗶𝗻𝗶𝘁𝗶𝗮𝗹𝗹𝘆 𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗼𝗻 𝘀𝗼𝗹𝘃𝗶𝗻𝗴 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀 𝗿𝗮𝘁𝗵𝗲𝗿 𝘁𝗵𝗮𝗻 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗳𝗮𝗻𝗰𝘆 𝗰𝗼𝗻𝘁𝗲𝗻𝘁. Kusha Kapila launched 𝗨𝗻𝗱𝗲𝗿𝗡𝗲𝗮𝘁, an innerwear and shapewear brand aimed at solving real problems faced by Indian women related to comfort, fit, and inclusivity. She adopted a silent, teaser-driven marketing strategy instead of a typical product announcement or brand reveal. Created a separate Instagram account and posted a content series titled "What Do You Wear Under?" focusing on everyday innerwear issues women face. Never mentioned the brand or upcoming launch in these videos—building natural curiosity and organic buzz. Content was highly relatable, unfiltered, humorous, and rooted in actual consumer discomforts and wardrobe struggles. Her approach focused on storytelling and empathy, making the audience feel heard, valued, and involved in something meaningful. She engaged directly with followers, acknowledged their DMs in videos, and showed she was listening to them. Achieved 123K followers and over 241% organic engagement before launching the brand—purely by focusing on authentic and audience-first content. Her strategy was data-driven, understanding what the audience wanted before introducing a product. Offered an affordable solution in the shapewear market, with prices 30–40% lower than premium global brands like SKIMS, making it more accessible to the Indian market. Positioned the brand for young Indian consumers shopping at places like H&M, Zivame, and Clovia. Transformed a pre-launch content strategy into a powerful customer trust-building tool. Avoided product-pushing completely and instead built a community that was emotionally invested in the mission before it became a brand. Demonstrated how creators can use influence to build purpose-driven, problem-solving businesses in an organic and meaningful way. Follow me vishakha Jangir for more such business insights.

2 Replies

Replies (2)

The next billionaire

Unfiltered and real ... • 6m

I think her brand has a lot of potential

JP

Knows stuff • 6m

there you go, that's the power of online community

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