Plan B carves a niche in India’s kidswear market with comfort-first innerwear
- ByStartupStory | October 22, 2025
Founded by chartered accountants Vaidehi Shah and Sneha Raisoni, Plan B has grown to serve over a million parents—and is now targeting a ₹100 crore annual run rate by FY 2026-27.
From finance desks to kidswear innovation
Mumbai-based Plan B was set up in 2015 when Vaidehi realised, after the birth of her daughter, that the market lacked good, reliable innerwear options for children. Sneha, who had earlier founded a design-led retail store, saw an opportunity to merge creativity with scalability. Together they pivoted from CA and investment-banking backgrounds to building a kidswear brand. The name “Plan B” is a playful nod to “Plan (a) Baby,” reflecting their intent to rethink the essentials.
The three-pillars design philosophy
Plan B’s product strategy is structured around comfort, safety, and expression. Rather than generic characters, early collections featured thematic designs—animals, musical instruments, nature motifs—so children would feel excited to wear them, not just accept them. Today, Plan B offers over 250 SKUs across underwear, boxers, vests, starter bras, training bras, leggings, thermals, socks and more. All garments use 100 % premium cotton, skin-safe dyes and include growth-aware design features like adjustable straps.
Built for quality and scalability
The product development cycle spans four months: consumer input, design, prototyping, fit trials and child comfort testing. A focus group of ~100 loyal mothers tests every product before launch: “It’s our no-fail policy,” say the founders. Manufacturing spans Mumbai, Tirupur and Kolkata—designed and produced in-house—to ensure both control and scalability. From a founding duo the team has grown to around 60 employees, all while adopting a disciplined operational mindset thanks to the founders’ finance backgrounds.
Market traction and positioning
Plan B currently operates at ~₹50 crore annual run-rate, achieved with double-digit growth and a projected ~200% growth rate for FY24-25 based on April–August data. The brand positions itself in the mid-premium D2C space: for instance, a three-pack of underwear is priced at ~₹499, a three-pack of starter bras at ~₹999, socks at ~₹299 per pair, with average order value at ~₹1,200. Revenue-focus and margin-sensitivity are baked into the business from day one, with minimal external funding to date and near-breakeven EBITDA status.
The kidswear opportunity
The Indian kids’ apparel market was valued at around US $22.1 billion in 2024 and is projected to hit ~US $27.1 billion by 2033. As parents become more research-oriented—prioritising comfort, fit and durability over price alone—the opportunity for quality kidswear brands is growing. What makes Plan B interesting is how it moves away from “just pick what’s available” mind-set, bringing better fabrics, better design and better fit to an underserved segment.
The road ahead
Plan B has already raised a seed round from angel investors and is in advanced talks for a pre-Series A to fuel scale. Key focus areas include deepening digital presence, expanding product range, and driving reach into newer channels while retaining the D2C mindset. With a clear runway to ₹100 crore ARR by FY26-27, the brand is now aiming to become a category-defining kidswear innerwear name in India.
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