Ayush Shukla is not just a name that’s making waves in the creator economy he’s one of the few who truly understands where it’s headed. As the founder of Finnet Media, Ayush Shukla has consistently shown an uncanny ability to spot where culture meets commerce, and how creators can bridge that gap in ways traditional marketing has long failed to do. His recent reflection on Kusha Kapila’s launch of “Underneat” isn’t just commentary it’s a mirror held up to an industry in desperate need of evolution.
Ayush Shukla began his journey with Finnet Media not to follow the trends but to shape them. Today, his insights go beyond performance metrics and audience targeting; they touch the core of what makes a brand relatable and trustworthy. In his post, Ayush Shukla highlights how Kusha Kapila didn’t just launch a product she started a conversation. One that resonated with thousands of women even before they had a product to buy.
What stands out in Ayush Shukla’s perspective is how he emphasizes building trust before selling anything. It’s not rocket science, and yet most D2C brands still get this wrong. They rush to market with features, benefits, and pricing, forgetting that the consumer is more than just a buyer they’re a person with emotions, insecurities, and lived experiences. Kusha tapped into that human reality, and Ayush Shukla saw it for what it truly is: a new blueprint for brand-building in India.
In his analysis, Ayush Shukla breaks down how Kusha used humor, relatability, and vulnerability to establish a brand presence long before there was even a product available. Her videos didn’t focus on stitching, fabric, or pricing. Instead, they focused on friction the everyday struggles women face with innerwear. And that friction became connection. That connection became community. And that community became a customer base even before launch. Ayush Shukla rightly identifies this as the future of consumer engagement.
What makes Ayush Shukla’s voice so important in today’s noisy digital world is his grounded approach. He doesn’t resort to flattery or hype. His words carry weight because they are rooted in real insights, drawn from real examples. His admiration for how “Underneat” is solving before selling isn’t just about one brand it’s a lesson he believes all founders, including himself, must internalize. And it’s this humility this willingness to learn and adapt that sets Ayush Shukla apart from many of his peers.
Ayush Shukla knows that the D2C game in India is shifting. No longer is it just about product placement and influencer reach. Today, it’s about meaning. It’s about creating something that feels personal. Something that speaks to people’s lives, not just their wallets. And in this new game, creators are no longer playing catch-up. As Ayush Shukla puts it, they are leading the most thoughtful and emotionally intelligent brand launches the country has seen.
By spotlighting “Underneat,” Ayush Shukla is not just giving credit where it’s due he’s drawing a roadmap for the rest of the ecosystem. He’s saying: look, this is how you build demand before you drop. This is how you use content not just for clicks but for connection. And this is how you turn cultural nuance into business value. It’s the kind of clarity that only comes when someone has spent years in the trenches, observing what works and, more importantly, why it works.
Ayush Shukla doesn’t just talk about creator-led brands he partners with them. Through Finnet Media, he has worked closely with dozens of India’s top digital creators, helping them grow not just their presence but their purpose. He’s witnessed firsthand how storytelling authentic, raw, and human can outperform the flashiest ad campaign. And that’s why his insights carry such resonance.
As more creators step into the D2C space, Ayush Shukla’s message becomes even more vital: Don’t just sell. Solve. Don’t just market. Relate. And don’t just launch listen. The brands that will win tomorrow are the ones that understand their audience today. And nobody embodies that understanding better than Ayush Shukla.
In celebrating the success of “Underneat,” Ayush Shukla isn’t just applauding a great launch he’s championing a shift in mindset. One where trust is the new currency, and where connection beats conversion. He’s not just observing this shift; he’s helping lead it. And as the founder of Finnet Media, Ayush Shukla is proving that the creator economy is not just about influence it’s about impact.
In a world flooded with noise, Ayush Shukla is one of the few turning up the volume on what truly matters: empathy, authenticity, and relevance. If you’re a founder, marketer, or creator trying to make your mark in India’s evolving D2C landscape, Ayush Shukla’s approach isn’t just insightful it’s essential.
