Jockey India redefines female-centric retail with first women exclusive EBO in Chennai
29 December 2025, Mumbai
Jockey India is executing a sophisticated shift in its retail strategy, moving beyond its traditional unisex distribution model to launch its first women exclusive Brand Outlet (EBO) in Chennai.
This move addresses the burgeoning premium lingerie market in India, which is projected to grow from $1.9 billion in 2025 to $4.3 billion by 2034, clocking a CAGR of 9.5 per cent. In partnership with design firm Aludecor, the store utilizes a palette-driven experiential layout that prioritizes privacy and body-positive inclusivity - a decisive departure from the functional aisles of general trade.
Modernizing the ‘Jockey Woman’ experience
The Chennai flagship is a response to evolving consumption patterns where female consumers increasingly prioritize high-quality fabrics and ergonomic designs. In the fiscal year ending March 2025, parent company Page Industries reported a robust 28.1 per cent annual growth in PAT, reaching Rs 7,291 million, underpinned by a surge in its women’s and athleisure segments. Our focus on consumer experience across all touchpoints is a primary driver of our financial resilience, stated VS Ganesh, Managing Director, Page Industries. By integrating specific product lines like Jockey Woman into dedicated spaces, the brand is successfully converting passive shoppers into high-value repeat customers.
Navigating premiumization in Tier-1 markets
The launch comes as organized retail expansion becomes a competitive necessity to counter digital-first D2C brands. While modern retail and e-commerce contributions have scaled to nearly 15 per cent of total sales, physical exclusive outlets remain the ‘trust anchor’ for the intimate wear category. The Chennai outlet serves as a pilot for a broader national rollout, as the brand aims to strengthen its 1,489-store EBS network. As the industry shifts toward sustainable materials like organic cotton and modal - which now represent over 45 per cent of the innerwear market- specialized boutiques allow Jockey to better showcase these premium innovations directly to their core demographic.
The exclusive licensee of Jockey International (USA) since 1994, Page Industries manufactures and distributes premium innerwear across India and the Middle East. With a manufacturing capacity of 250 million pieces and a retail network spanning 1.1 lakh outlets, the company targets Rs 2,500 crore in projected revenue as it expands into high-growth women's athleisure.
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