Jockey plans foray into girls' wear

Having re-sculpted the Indian inner wear market for over two decades, Jockey has set itself on a path of expansion, given the growing opportunity here.

Jockey clocked Rs 2,000 crore in revenues last year, and is growing consistently at a rate of 19% year-on-year. This year, the company will launch its girls' wear range for children and adolescents.

Jockey entered India through its licensing partner Page Industries, which manufactures and markets Jockey products in India, the UAE and Sri Lanka.

Interacting with DH, Page Industries Managing Director Sunder Genomal said, "As dressing habits in India are changing, the potential for growth also expands. The consumer has become discerning as brand awareness is on the rise, and Jockey has positioned itself well as an aspirational brand."

"As price-points in India are lower than its other markets, and brand-awareness, aspiration and accessibility are on the rise, the potential for growth in India is huge. Now, our focus is on penetrating deep into smaller markets," he added.

Currently, Jockey's market penetration is estimated to be less than 14% in the country's Rs 15,870 crore inner wear market. Of the 140 markets it is present in, the inner wear brand that changed the face of the industry, marks highest sales volumes in India with 150 million units sold last year.

"While men's inner wear is the leading category, followed by women's inner wear and athleisure, we are exploring the active wear market as well. We are currently researching on high-performance products across categories, inspired by our product range in Australia and Latin America," he said.

The company has product lines including men's inner wear, women's inner wear, athleisure, night wear, and accessories, alongside the newly-introduced boys' wear.

The company is organising pop-up museums showcasing Jockey's major milestones, across its key markets in India, including Bengaluru. The exhibit showcases the original Jockey brief autographed by Andy Warhol.