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’.
Naturally, Sunder ‘Ashok’ Genomal, the 57-year-old managing director of Page Industries, the master franchisee for Jockey in India and several markets in South and West Asia, doesn’t have to think twice before identifying the core target consumer for Jockey in India: “Largely, children born during the economic liberalisation era of the 1990s.” He should know. The brand itself has been in India for 18 years now. The Genomal family, though, has been the brand’s master franchisee in the Philippines for over 40 years.
Matching the upward mobility of young Indians, Jockey is positioned at the premium end of the ₹16,500-crore innerwear market in India with its products priced on average at around ₹275. Competitors in this segment include international brands such as Levi’s, United Colors of Benetton and Tommy Hilfiger, as well as the premium range of home-grown brands like Rupa, Lux and VIP. And though Bollywood stars may endorse some of its competitors, Jockey has stuck to its knit