India, Feb. 18 -- 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...