Plan B carves a niche in India’s kidswear market with comfort-first innerwear
- By IndiaStartupBuzz | 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.
