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

• October 22, 2025

Crafted by chartered accountants Vaidehi Shah and Sneha Raisoni, Plan B now caters to more than a million parents—poised to achieve an annual run rate of ₹100 crore by FY 2026-27.

Transitioning from finance to children’s fashion innovation

Launched in Mumbai during 2015, Plan B emerged after Vaidehi identified a gap in quality children’s innerwear following her daughter’s birth. Sneha, who previously ran a design-focused retail business, recognized the potential to blend creativity with growth. Leaving behind careers in finance, the duo reimagined essential apparel for children. The brand’s name humorously references “Plan (a) Baby,” symbolizing their mission to redefine everyday wear.

Three guiding principles: comfort, safety, and individuality

Plan B’s offerings prioritize comfort, safety, and self-expression. Early designs featured imaginative themes like animals, musical motifs, and nature, moving beyond generic prints to spark children’s enthusiasm. Today, the brand boasts 250+ products, including underwear, vests, training bras, leggings, and socks—all crafted with premium cotton, skin-friendly dyes, and adjustable features to accommodate growth.

Prioritizing precision and expansion

Each product undergoes a rigorous four-month cycle: ideation, prototyping, fit testing, and feedback from a dedicated group of 100 parents. Production spans facilities in Mumbai, Tirupur, and Kolkata—managed entirely in-house to maintain quality and scalability. With a team of 60, the founders leverage their financial expertise to foster disciplined, efficient operations.

Growth and strategic positioning

Currently operating at a ₹50 crore annual run-rate, Plan B anticipates 200% growth for FY24-25. Positioned in the mid-premium D2C segment, products like underwear (₹499 for a 3-pack), bras (₹999), and socks (₹299/pair) drive an average order value of ₹1,200. Built with profitability as a cornerstone, the business approaches breakeven EBITDA with minimal external funding.

Capturing a growing market

India’s children’s apparel sector, valued at $22.1 billion in 2024, is projected to reach $27.1 billion by 2033. As parents increasingly seek durable, well-fitting garments, Plan B disrupts the market by elevating fabric quality, design, and functionality in an overlooked category.

Future ambitions

Following an initial seed round, Plan B is negotiating a pre-Series A to accelerate growth. Key objectives include expanding digital reach, diversifying products, and entering new retail channels while preserving its direct-to-consumer ethos. With sights set on ₹100 crore ARR by FY26-27, the brand aims to cement itself as India’s definitive innerwear label for children.