Jockey transitions beyond innerwear with refreshed ‘Take It Outside’ campaign
24 April 2026, Mumbai
Managed by exclusive licensee Page Industries, Jockey India is aggressively expanding its market footprint with the relaunch of its ‘Take It Outside’ campaign. Moving beyond its historical dominance in the innerwear segment, the brand is positioning its summer collection to capture the growing demand for multi-functional apparel. The updated range features high-performance fabrics in a palette of seasonal pastels and bold earth tones, specifically engineered to navigate the transition from indoor lounging to professional and social environments. By integrating moisture-wicking technology and tailored silhouettes, Jockey is directly addressing the ‘wardrobe fatigue’ experienced by consumers seeking a singular solution for fitness, travel, and casual workdays.
Capitalizing on the athleisure super-cycle
The timing of this campaign aligns with significant tailwinds in the Indian retail sector. Industry projections from IMARC Group value India’s athleisure market at approximately $13.8 billion in 2025, with expectations to climb to $22.3 billion by 2034. Jockey’s strategic focus on the outerwear category - comprising joggers, track pants, and premium T-shirts - serves as a primary growth lever. Athleisure is no longer just a peripheral category; it is central to our lifestyle offering, notes Nihal Rajan, Chief Marketing Officer, Jockey India. Recent financial data underscores this shift, as Page Industries reported a revenue increase of 5.6 per cent Y-o-Y, reaching Rs 13,868 million in Q3 FY26, largely supported by stable sales volumes and a diversifying product mix.
Navigating market dynamics and operational hurdles
While the brand maintains a robust ROE of 48.5 per cent, the expansion into premium athleisure is a calculated response to a more competitive landscape. Global giants and emerging domestic D2C brands are saturating the mass-premium segment, putting pressure on traditional retail models. Furthermore, Jockey faces the challenge of managing rising raw material costs, with acetic acid prices - a precursor for certain synthetic fibers - increasing by 11 per cent recently. To mitigate these pressures, the company is intensifying its digital-first distribution strategy and optimizing working capital, which has been trimmed from 42 days to 19 days, ensuring a leaner, more responsive supply chain for its summer rollout.
Strategic market leadership and performance
Established in 1995, Page Industries is the cornerstone of Jockey’s presence in India and the Middle East, including new expansions into Saudi Arabia and Kuwait. Primarily known for pioneering the organized innerwear market, the company has successfully expanded into leisurewear and Speedo-licensed swimwear. With a market capitalization exceeding Rs 42,000 crore, Page Industries leverages a vast network of over 1,300 EBOs to drive its current growth strategy, focusing on high-margin athleisure to maintain its status as a debt-free market leader.
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