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.

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