Underneat launches the all-new Jelly Bra, a technology-led innovation designed to deliver the support of a wired bra without the discomfort of traditional underwires, making a strong case for wire-free support. Thoughtfully engineered for all-day comfort, the Jelly Bra brings together softness, flexibility and support in one seamless design, proving that you really can have it all. This launch marks Underneat’s entry into a larger conversation about the future of intimate wear, one which is wire-free.
At the heart of the launch is JellySoft™, Underneat’s proprietary technology and patented innovation designed to challenge one of the longest-standing conventions in intimate wear – the underwire. Inspired by the flexibility of gel and engineered for everyday movement, JellySoft™ flexes with the body instead of resisting it. Rather than relying on rigid metal wires, it uses a flexible jelly-gel support system to provide lift, shaping and support, without the digging, pinching or pressure points associated with traditional underwires. Complementing this innovation are strategically placed silicone side fillers that gently centre the bust and minimise side spillage, while seamless bonded construction creates a smooth, invisible finish under clothing. The result is a bra that feels noticeably different from the moment it’s worn – lightweight, flexible and comfortable enough to take on long workdays, commutes and everything in between. Rather than asking women to choose between comfort and support, the Jelly Bra is designed to deliver both, without compromise.
“We didn’t want to make just another wire-free bra, we wanted to rethink support itself,” said Kusha Kapila, Co-founder, Underneat. “For too long, women have accepted discomfort as the price of support. With JellySoft™, we’ve challenged that trade-off by creating a bra that feels lighter, moves with you through your day and lets you forget you’re even wearing it. That’s the future we believe intimate wear should deliver.”
The Jelly Bra is available in three silhouettes – Everyday T-shirt Jelly Bra, Everyday Comfort Jelly Bra and Everyday Support Jelly Bra, in two colourways – Beige & Black. With the Jelly Bra, Underneat brings together thoughtful engineering and innovation to redefine everyday support. Because the future of bras isn’t about adding more structure. It’s about designing support that’s lighter, smarter and intuitive enough to move with women through every part of their day.
Price: Starting at ₹1,999
Shop the Collection: www.underneat.in
About Underneat
Founded in April 2025 by creator Kusha Kapila and fashion veteran Vimarsh Razdan, Underneat is a premium solution wear brand designed for the Indian woman’s body, climate, and everyday life. Spanning shapewear, intimate essentials, bodysuits, and accessories, Underneat is built on comfort science, not control — offering fit that adapts, support that breathes, and style that stays quiet while doing the work.
