Jockey has become the leading innerwear brand in India, with a market share of over 63% and a presence in nearly 300 towns and cities across the country. But Jockey is not just all about comfort, it also stands for quality and endurance.
The brand has been growing at 10-15% year-on-year over the last decade. It clocked revenues of Rs 879 crore in 2013-14, up from Rs 618 crore in 2011-12. Going forward, it aims to touch Rs 1,200 crore by 2016.
The company attributes its success to its product innovation as well as a strong distribution network. Its products are available in more than 1 lakh multi-brand outlets across the country and over 200 exclusive stores.
What was the case before Jockey?
Before Jockey entered the Indian market in 1995, men’s underwear was not a priority. Men would wear whatever wives or mothers would buy for them. In fact, the category did not even exist; the term ‘innerwear’ was unheard of.
It took Jockey many years to establish itself as a serious brand. They had to fight against the stereotypical view that it was a woman’s brand and that women were buying men’s underwear for their husbands and sons.
In India, unlike in other countries, we have three different types of consumers: the youth (generally 18-25), the working population (25-45), and the older ones (45+). When they started out, our target group was younger people. Now they have offerings for all age groups.
The youth segment is very challenging because they are in constant flux, trying to figure out who they are and how they want to present themselves to others. Their focus on this group is to give them variety – designs and colours that young people love, but at the same time make them feel comfortable just wearing boxers instead of jeans or trousers. They want the youth to feel relaxed no matter what they wear on top of it.
Is there an after Jockey?
Too much of the same old thing can be, well, too much. And when it comes to underwear, men’s options have been rather limited in recent years. What you usually find on store shelves is a sea of white and a few colours — black, grey, navy and maybe red.
Thankfully, there are a handful of innovative brands that are bringing fun and creativity back to men’s underwear. They’re injecting individuality by creating underwear with bold colours and prints that aren’t just cool to look at but also make you feel good. And each brand has a story behind its designs and the people who wear them.
Whether you’re shopping for new boxers or briefs, we’ve rounded up a few of our favourite brands that offer something for everyone — from vibrant patterns to classic looks with a twist.
