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… Read MoreInc42 Media
