How This Kids Innerwear Brand Is Making Comfort A Category Advantage

Innerwear for adults tends to attract more deliberation, shaped by fashion cues and wellness narratives. But that is rarely true for kids’ innerwear essentials. Parents move quickly through racks and listings, picking up everyday essentials that are worn regularly, washed repeatedly and outgrown just as fast. Although these garments sit against delicate skin and fit close to the body, convenience and availability often outweigh fabric quality, and long-term comfort. 

For Sneha Raisoni and Vaidehi Shah, both chartered accountants, this is the gap. The first layer of clothing is the most critical, and kids often struggle due to scratchy fabrics, poor fit and chafing.

The category was worth $2.6 Bn in 2024 and is projected to reach $5.08 Bn by 2033 (7.3% CAGR), kids’ innerwear in India remains inconsistent in quality, a gap Shah felt first-hand after becoming a mother. The experience was familiar to many parents: plenty of choices on shelves, but few options that consistently deliver comfort, fit and durability for daily use.

The duo built Plan B in 2015 around a deliberate rethink of the product line. Rather than treating it as a low-engagement purchase, the brand positioned kids’ innerwear as a set of functional essentials designed to support them across growth stages. The focus is on making cotton-first products that could raise the bar on daily comfort, support a range of styles from sleek to stretchy, and maintain a consistent fit and feel.

A Production System Built On Quality & Control            

The brand follows a job-work model, but procures all raw materials in-house and collaborates with five to six factories. About 50% of these factories are captive units that manufacture exclusively for Plan B. This enables the startup to closely monitor fabric quality, durability and finishing without owning manufacturing facilities.

Its portfolio features around 1K SKUs across 15 main categories, such as training bras for preteens, padded camisoles, and skeggings (a skirt-and-leggings combination), designed for ease of movement. Across categories, the focus remains on growth-aware fit, ensuring products are easy to wear and maintain.

Growth Driven By Word-Of-Mouth & Repeat Buying

Plan B’s growth has followed a steady, trust-led trajectory. While the brand is present across major marketplaces such as Amazon, Myntra and Nykaa, its D2C website plays a key role in maintaining product continuity, helping children grow with comfort and confidence.  

The brand saw a 42% repeat customer rate over the past 12 months, demonstrating the replenishment-driven nature of innerwear purchases and the confidence parents have in the brand’s consistency. This success can be largely attributed to word-of-mouth recommendations, especially among parents of transitional-age children, where comfort and fit are essential and cannot be compromised.

That repeat behaviour has translated into financial momentum. 

Plan B is tracking an annualised revenue run rate of ₹50 Cr in FY26. Its revenue increased from ₹7.9 Cr in FY24 to ₹12.88 Cr in FY25, marking 63% YoY growth.

Scaling A Comfort-First Innerwear Playbook

In the next 12 to 18 months, Plan B aims to double its scale and reach ₹100 Cr in revenue by March 2027. Besides online growth, it is preparing for a measured expansion into offline retail, with a focus on Tier II and III markets. 

The longer-term ambition is to become a default innerwear choice for Indian households, in a category long shaped by speed and price.

[Authored By Vandana Batra]

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