Kids Innerwear Brand - Parent Research Survey
Email Address
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Help us build the kids innerwear brand India actually needs. Anonymous, 5 minutes.
Which best describes where you live?
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Metro city (Mumbai, Delhi, Bengaluru, Hyderabad, Chennai, Pune, Kolkata)
Tier 2 city (Jaipur, Lucknow, Indore, Coimbatore, Bhopal, Surat, etc.)
Tier 3 town / smaller district headquarters
Semi-urban / Rural area
Your age group?
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Under 25
25 – 30
31 – 36
37 – 42
43 – 48
49 or above
How many children do you have?
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1 child
2 children
3 children
4 or more
Which age group(s) do your children fall in? Select all that apply.
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0 – 2 years (Infant)
2 – 5 years (Toddler)
5 – 10 years (Kids)
10 – 16 years (Tween)
Your household's approximate monthly income?
Below ₹50,000 per month
₹50,000 – ₹1 lakh per month
₹1 – 2 lakh per month
₹2 – 4 lakh per month
Above ₹4 lakh per month
Prefer not to say
Who primarily makes the innerwear buying decisions in your household?
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Mother
Father
Both equally
Grandparent or other family member
My older child has a say too (10+ years)
How often do you typically buy innerwear for your child or children?
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Every month or more
Every 3 months
Every 6 months
Once a year (around festive season or school year)
Only when the old ones wear out
How much do you typically spend per piece of kids' innerwear?
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Below ₹100 per piece
₹100 – ₹200 per piece
₹200 – ₹399 per piece
₹400 – ₹699 per piece
₹700 or more per piece
Where do you most often buy kids' innerwear? Select your top 2.
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Amazon.in
FirstCry
Flipkart
Myntra
Meesho
Brand's own website (D2C)
Local retail or kirana or baby store
Mall or department store
Quick-commerce (Blinkit, Zepto)
Which kids' innerwear brand do you buy most frequently?
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Jockey Kids
Rupa (Kiddy or Frontline)
Dollar Kids or Lux Cozi
Bodycare Kids
SuperBottoms
FirstCry or Mothercare private label
H&M or Zara Kids
I don't have a fixed brand — I buy whatever's available
A D2C or smaller brand (Kiko Riko, XY Life, Bumchums, etc.)
Other
How loyal are you to a kids' innerwear brand?
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Very loyal — I stick to one brand and rarely experiment
Mostly loyal — but I'll try something new if recommended
Neutral — I switch when I find a better option
Not loyal at all — price and availability decide everything
Overall, how satisfied are you with kids' innerwear options in India? Rate from 1 (Very dissatisfied) to 5 (Very satisfied).
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1
2
3
4
5
Have you switched innerwear brands in the last 12 months?
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Yes — and I'm happy with the new brand
Yes — but still searching for the right one
No — I'm sticking with what I have
No fixed brand — switching isn't relevant for me
What is your single biggest frustration with kids' innerwear?
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Sizing is always wrong — doesn't match age labels
Fabric quality degrades fast — fades, shrinks, or unravels after a few washes
Elastic is too tight — leaves marks or causes irritation
Skin rashes or itching from fabric or dyes
No trustworthy organic or certified options at reasonable prices
Poor return or exchange policies when something goes wrong
Designs are either too babyish or too adult — nothing for tweens
No brand I truly trust — just buying randomly
Have you ever received kids' innerwear in the wrong size when shopping online?
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Yes — it happens almost every time
Yes — it's happened a few times
Rarely, but it has happened
Never — sizing has been fine
I don't buy innerwear online
Has your child ever had a skin reaction such as rash, irritation, or itching from innerwear?
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Yes — it's a recurring issue
Yes — it happened once or twice
Not from innerwear specifically, but my child has sensitive skin
No, never
Not sure
What do you feel is most missing from Indian kids' innerwear brands today? Select up to 3.
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Genuine organic or certified fabric options at accessible prices
Sizing that actually fits Indian children's bodies
Age-appropriate designs for tweens (10 to 16 years)
Better quality-to-price ratio in the ₹300 to ₹600 range
Transparent information about fabric and manufacturing
Gender-neutral design options
Gift-ready packaging and premium gift sets
A trustworthy brand with a strong identity — not just a generic product
When an online innerwear purchase doesn't fit your child — what do you usually do?
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Try to return or exchange — and it usually works
Try to return but face difficulties — it's frustrating
Keep it even though it doesn't fit — not worth the hassle
Give it away or repurpose it
This is why I buy offline — I prefer to check before buying
When buying kids' innerwear, what are your top 2 priorities? Select your top 2.
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Fabric safety (no chemicals, skin-friendly)
Price or value for money
Durability — survives multiple washes without fading or losing shape
Brand reputation or trustworthiness
Accurate sizing or good fit
Design or prints or colour options
Easy return or exchange policy
Organic or eco-certified (GOTS, OEKO-TEX)
Are you aware of GOTS certification — a global standard for organic textiles?
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Yes, I know exactly what it means and actively look for it
I've heard of it but don't fully understand it
No, this is the first I'm hearing of it
Would you pay a 30 to 40 percent premium for kids' innerwear that is GOTS-certified organic cotton — if the quality is genuinely better?
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Yes, definitely
Yes, but only if the certification is verifiable
Maybe — depends on the exact price difference
No — price is my primary concern for kids who outgrow fast
Which of these would make you try a brand-new kids' innerwear brand? Select all that apply.
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A recommendation from a trusted friend or family member
An honest review from a mom influencer I follow
A doctor or paediatrician recommendation
High ratings and reviews on Amazon or FirstCry
A verified organic or BIS certification visible on packaging
A first-order discount or sample pack
Receiving it as a gift and loving the quality
A beautiful brand story and transparent sourcing information
How important is it that a kids' innerwear brand is fully transparent — sharing fabric source, factory info, and certifications? Rate from 1 (Not important at all) to 5 (Absolutely essential)
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1
2
3
4
5
Where do you most often discover new kids' products? Select your top 2.
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Instagram (reels, stories, explore page)
YouTube (review videos, parenting channels)
Facebook (groups, ads, feed)
WhatsApp groups (family, school, building society)
Word of mouth (friends, relatives, school moms)
Parenting apps (BabyChakra, Momspresso)
Marketplace recommendations (Amazon Customers also bought)
Doctor or paediatrician recommendation
How much do you trust mom influencers or parenting bloggers when they recommend a kids' product?
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A lot — their recommendations guide most of my purchases
Somewhat — I research further after their recommendation
A little — I prefer reviews from regular parents over influencers
Not at all — I assume they're paid to promote anything
What kind of content from a kids' innerwear brand would you actually engage with on social media? Select all that apply.
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Fabric safety tips and educational content about what chemicals to avoid
Size guides and fit videos
Real parent testimonials and honest reviews
Behind-the-scenes: how the product is made or where fabric comes from
Cute or funny kids content featuring the product
Wash durability demonstrations or before-and-after tests
Discount offers and deals
Parenting tips (not product-related)
Would you buy from a kids' brand that only sells online with no physical store?
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Yes — D2C is completely fine if quality is assured and reviews are good
Maybe — if there's a clear return or exchange policy
Probably not — I prefer to see and feel before buying
No — I only buy from brands I can find in a store
Have you ever gifted kids' innerwear for a baby shower, birthday, or festival?
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Yes
Yes, but it felt awkward to gift
No, but I would consider it if packaging was premium
No, it doesn't feel like a gift-appropriate product
What would make a kids' innerwear set truly gift-worthy? Select all that apply.
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Beautiful, premium packaging (gift-ready box)
Certified organic fabric — a meaningful thoughtful gift story
A curated set of 3 to 5 pieces in coordinating prints
A recognizable, trusted brand name on the box
A personalisation option such as the child's name on the tag
Price point that feels like a gift (₹999 and above)
Nothing — innerwear can never be a proper gift
If a new Indian kids' innerwear brand launched tomorrow with GOTS-certified organic cotton, India-specific sizing, transparent fabric information, and beautiful design — would you try it?
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Yes, I would try it right away
Yes, once I see enough reviews
Maybe — depends on the price point
Probably not
No
What is your ideal price for a good-quality 3-piece kids' innerwear set such as briefs or trunks?
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Below ₹299 for 3 pieces
₹299 – ₹499 for 3 pieces
₹499 – ₹799 for 3 pieces
₹799 – ₹1,199 for 3 pieces if certified organic
₹1,199 or more for 3 pieces if quality is exceptional
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