Underneat expands beyond shapewear with CoolRest comfortwear line
Indian solution-wear brand Underneat has launched its first comfortwear range, CoolRest, fronted by actor Sonam Bajwa. The five-piece, bamboo-fabric collection features wire-free styles starting at Rs 1,299 and is available through Underneat, Nykaa, Myntra, Amazon and Blinkit.
What happened
UnderNeat · Indian solution-wear brand Underneat has entered comfortwear with its CoolRest Collection, its first move beyond shapewear. Fronted by Sonam Bajwa,
Key facts
- Rs 1,299
- five pieces
Why this matters
CoolRest positions Underneat as a potential comfortwear-platform partner or acquisition target for intimatewear, beauty-retail and quick-commerce players seeking a differentiated Indian solution-wear brand.
What to watch
- CoolRest sell-through and reorder rates by SKU, size and channel in the first 90 days.
- Cross-sell rate from shapewear customers and change in customer repeat-purchase frequency.
- Return and exchange rates, especially for wire-free bra sizing and fit.
- Blinkit expansion beyond initial cities and evidence that quick-commerce demand is incremental rather than convenience-driven discount demand.
- Marketplace review volume and recurring feedback on fabric durability, support, cooling claims and size consistency.
- Competitor responses from Indian lingerie, athleisure and D2C comfortwear brands through bamboo launches, celebrity campaigns or price promotions.
- Use CoolRest bundles with shapewear and post-purchase CRM to drive cross-category repeat purchases.
- Expand the five-SKU range around high-repeat basics such as camisoles, briefs, sleepwear and extended-size wire-free bras after validating fit returns and sell-through.
- Reserve Blinkit for replenishment-friendly hero SKUs and city-specific pilots rather than broad assortment deployment.
- Build product storytelling around cooling, softness, moisture management and fit proof, while substantiating any bamboo or comfort-performance claims.
- Track channel-level contribution margins to prevent marketplace promotions from cannibalizing higher-margin direct sales.