Page Industries Limited, which runs Jockey in India, has rolled out its new Women’s Bonded Collection. The launch comes at a time when the innerwear market is changing fast, with more organized players stepping in and shoppers leaning toward better-quality, functional products instead of just basics.
The domestic premium apparel category has witnessed a notable transformation in consumer purchasing patterns over the last few fiscal quarters. Industry data indicates that female consumers are increasingly moving away from traditional, rigid innerwear designs in favor of high-performance, seamless fabrics that emphasize long-duration utility.
Consumer Preferences
According to market research data from the IMARC Group, the innerwear market in India is projected to reach a valuation of USD 12.0 billion by 2034. The sector is estimated to expand at a compound annual growth rate (CAGR) of 8.30% over the next decade.
This growth is primarily attributed to rising disposable incomes, rapid urbanization, and a conscious shift among consumers toward organized retail brands that offer specialized fits.
The baseline expectations of urban female consumers have evolved significantly, with seamless construction, invisible stitching, and lightweight materials becoming core purchasing criteria. Analysts note that innerwear is no longer treated as a basic utility product but rather as an essential element of functional, all-day dressing.
The demand is particularly pronounced in the metropolitan and Tier-1 markets, where professional requirements necessitate garments that transition smoothly across work, travel, and social engagements.
Product Architecture
The new Women’s Bonded Collection is built around bonding technology that replaces traditional stitched seams, giving the pieces a smoother finish. It includes options like T shirt bras, strapless designs, and lounge bras, each made to provide gentle shaping while still feeling light and almost invisible on the skin — comfortable enough for long hours of wear.
By replacing traditional stitched hemlines with bonded micro-attachments, the manufacturing process reduces skin friction and visibility under outerwear. This technical intervention directly aligns with the broader consumer demand for minimalistic, high-utility apparel that remains invisible under contemporary Western corporate and casual wear.
Focus on Innovation
The company emphasizes that product development initiatives are being closely aligned with the changing lifestyles of modern Indian working professionals. The focus remains on addressing specific consumer pain points regarding physical comfort and fabric breathability during seasonal transitions.
“For decades, Jockey has played a key role in elevating the innerwear category, with a focus on redefining everyday comfort through product innovation and a deep understanding of consumer needs,” stated Nihal Rajan, Chief Marketing Officer, Jockey India.
“As consumer expectations continue to evolve, we remain committed to pushing the boundaries of innovation and design. The Women’s Bonded Collection is a reflection of this commitment, offering a smooth, invisible fit, superior comfort targeted for women who move effortlessly between work, travel, and social occasions,” officer added.
Distribution Framework
The distribution strategy for the new collection leverages an established omnichannel network to maximize market penetration across urban centers. The merchandise has been deployed simultaneously across Jockey Exclusive Outlets (EBOs), prominent multi-brand retail chains, and leading e-commerce platforms nationwide.
Market observers point out that the institutional push into the premium seamless segment will likely intensify competition among organized players in the Indian apparel sector. As international brands and domestic direct-to-consumer (D2C) startups vie for market share, established players with massive physical distribution footprints and localized supply chains retain a distinct operational advantage.
About the Company
Page Industries Limited is an India-based apparel manufacturer and the exclusive licensee of Jockey International Inc. (USA) for manufacture, distribution, and marketing in India, Sri Lanka, Bangladesh, Nepal, Oman, Qatar, Maldives, Bhutan, and the UAE. Founded in 1994 and headquartered in Bengaluru, the company pioneered the organized innerwear industry in India.
Page Industries also holds the exclusive licensing rights for the Speedo brand in the Indian market. Operating through a vast network of manufacturing facilities, exclusive franchise outlets, and multi-brand retail partners, the enterprise remains a major contributor to the organized textile and apparel sector in South Asia.
