Youth Inc.

The inside story

Young men swear by its design and comfort factor — and here we thought Jockey’s appeal lay in the red waistbands

Let’s face it. The Indian mom typically picks up innerwear for her brood except, nowadays, she gets specific instructions on what to get. Take Jockey, for example. The company says independent research shows that ‘spontaneous awareness’ about the brand is highest among those in their late teens and early 20s — the proportion of regular Jockey buyers (moms are just the shoppers) is also highest in this set. So is its brand appeal. Young Indians identified the brand as ‘international’, ‘contemporary’ and ‘trendy’, and even see it as ‘a status symbol’.