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Image: Page Industries
Jockey: What lies beneath
Page Industries got the underwear out of the closet and achieved a decadal success story like no other. A slowing economy has dented its sheen, but the company believes it is still in a sweet spot.
Jan 1, 2021
A visit to a Jockey store for day-to-day apparel like underwear or just plain pyjamas is sure to make one’s wallet lighter. For example, for men who like to laze at home in their boxers, the cost of the garment is upwards of ₹419 apiece. Pyjamas, another comfort garment, costs a shade under ₹1,000 apiece. Jockey, an American brand that re-entered India in 1995 (it was around for about three-four years in the early 1970s), generally carries a premium of at least 20% over other Indian mainline innerwear brands like Lux, Rupa, and Dollar. ....

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