Comfort-First Kidswear: How Plan B Reinvented Innerwear

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Discover how Plan B built a comfort-first kidswear brand in India, scaling D2C sales, data-driven product design, and scalable manufacturing for rapid growth.

Why Plan B matters in India’s kidswear market

Plan B transformed a traditionally functional category into one that prioritises comfort, fit and joyful design for children aged 1–16. Built by two former chartered accountants, the brand combines financial discipline with design-led thinking to serve more than a million parents and reach a Rs 50 crore annual run rate. Operating as a D2C-first business alongside major marketplaces, Plan B is a standout example among D2C startups in India that have used focused product development and robust unit economics to scale efficiently.

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Founders, origin and growth trajectory

Founded in 2015 by Vaidehi Shah and Sneha Raisoni, Plan B was born from a gap in the market: kids’ innerwear that was attractive and reliably comfortable. The founders split responsibilities—one running production and finance, the other handling front-end sales and creative efforts—and used Mumbai as a prototyping and feedback hub. With a methodical approach to margins, working capital and data tracking, the company has achieved consistent double-digit growth and is projecting aggressive expansion in the coming years.

Design philosophy: comfort, safety and expression

At the core of Plan B’s appeal is a simple design manifesto: make innerwear that kids want to wear. The brand launched with unique themes—animals, music, nature—rather than overused cartoon licenses, and has grown to over 250 SKUs that include underwear, vests, starter and training bras, period panties, leggings, joggers, thermals and socks. Investing in coherent visual language and identity helped Plan B stand out: thoughtful brand identity design for kidswear brands is a critical differentiator when parents choose between competing labels, especially in mid-premium segments.

Product development guided by customers

Plan B follows a four-month development cycle driven by consumer inputs: ideation, prototyping, fit trials and child comfort testing. A trusted focus group of about 100 moms vets each product before launch, feeding into refinements on fit, fabric and features such as adjustable straps and double-layered cotton support. The team also tracks reorder rates, size-based returns and fabric performance to refine future iterations—an evidence-first loop that reduces risk and increases repeat purchase rates.

Channel strategy: D2C, marketplaces and quick commerce

The brand sells via its direct website and through marketplaces like Amazon, FirstCry, Flipkart, Myntra, Nykaa and Ajio, plus quick commerce platforms such as Swiggy Instamart and Zepto. This omni-channel approach captures both discovery and convenience buyers. On the D2C front, Plan B focuses on optimising product detail pages, imagery and copy to convert first-time visitors and encourage repeat purchases—best practices that mirror recommendations to optimize product pages for ecommerce innerwear. Clear size guidance, fabric callouts, lifestyle images and customer reviews all play a role in lifting conversion and lowering returns.

Manufacturing, operations and unit economics

Plan B balances distributed manufacturing across Mumbai, Tirupur and Kolkata while keeping design and quality controls in-house. This model supports scalability and faster iterations without sacrificing consistency. From a financial perspective, the founders’ CA and investment-banking backgrounds have helped maintain tight control on margins, working capital and growth capital—allowing Plan B to grow on limited external funding with near-breakeven EBITDA and healthy GMV metrics.

Funding, future plans and market context

After raising a seed round from angels and incubators, Plan B is in advanced discussions for a pre-Series A to accelerate distribution, product development and marketing. The brand’s growth sits against a large and evolving kidswear market that increasingly values skin-friendly fabrics and thoughtfully engineered fit. As parents become more intentional about purchases, brands that combine product excellence with smart distribution and branding will capture loyalty and share.

Lessons for founders and brands

• Start with category insight: a focused product problem—like comfortable innerwear—can unlock a defensible niche.
• Use customer feedback loops early and often; Plan B’s focus group and WhatsApp feedback were pivotal to product-market fit.
• Invest in clear brand identity and product-detail experiences to differentiate on both emotion and utility.
• Balance distributed manufacturing with centralized quality control to scale without quality drift.
• Maintain a metrics-driven mindset—unit economics, AOV and reorder rates drive sustainable scaling.

Plan B’s journey shows how a comfort-first product, validated by parents and amplified through disciplined D2C and marketplace strategies, can convert a commodity category into an emotional, trusted choice for families. For entrepreneurs and marketers building kidswear labels, the combination of thoughtful design, rigorous testing and strong product pages will be key to winning customer loyalty and achieving profitable growth.

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