Business Case Studies,Marketing Strategies Case Study, Jockey in India – Riding through Opportunities and Challenges in the Indian Innerwear Market

Code : MM0091

Year : 2023

Industry : Textiles & Apparel

Region : Asia

Teaching Note: Available

Structured Assignment : Not Available

Abstract: Jockey International Inc., the US-based multinational renowned for its innerwear business, entered the Indian market through a master franchisee, Page Industries Ltd., in 1995. Jockey was initially perceived as an expensive foreign brand. Despite this, it grew its business quite well, partly by transforming the Indian innerwear market itself through its innovative marketing and distribution. It also offered better quality, comfort, and choice of designs than the other brands that were available, thereby providing good value for money.

The COVID-19 pandemic brought about a significant shift toward online buying of innerwear. Several online first brands entered the fray and achieved considerable success within a short span of time.

In addition, several renowned international brands entered the Indian innerwear market. Indian consumers opened up to these expensive foreign brands with relative ease, thanks to the pioneering efforts made by Jockey. There was also significant consolidation in the industry through mergers and acquisitions and with large retail companies marketing multiple brands of innerwear. The legacy economy brands too added premium brands to their portfolio. In view of all these developments, there were numerous challenges that Jockey would likely have to face and overcome to retain and grow its sales revenue, profit, and market share.