Brands
Groove gains ground as Jockey drops a winter athleisure remix
MUMBAI: Winter wardrobes are getting louder, looser and a lot more expressive and Jockey is clearly listening. Page Industries Ltd., the exclusive Indian licensee of Jockey International Inc (USA), has rolled out the latest drop of its fast-growing athleisure line, JKY Groove, doubling down on its appeal among Gen Z consumers. Timed for the winter season, the new edit leans into trend-forward silhouettes, relaxed proportions and colours designed to stand out rather than blend in.
The refreshed collection expands JKY Groove across both women’s and men’s categories, introducing oversized T-shirts, hybrid sweatshirts, wide-leg trousers and utility-inspired separates. Built with what the brand describes as best-in-class fabrics, the range balances softness and durability, pairing everyday comfort with functional detailing meant for long, on-the-move days.
The timing is deliberate. Athleisure has moved well beyond workout wear, cementing itself as a daily uniform for younger consumers shaped by streetwear culture, hybrid lifestyles and a preference for clothing that works across college, commutes, travel and social plans. For Gen Z, comfort is non-negotiable but so is individuality. JKY Groove positions itself squarely at that intersection.
“JKY Groove has quickly become one of our strongest youth propositions, and this drop builds on that momentum,” said Jockey India chief marketing officer Nihal Rajan. He added that the latest collection sharpens silhouettes, refreshes the colour palette and places renewed emphasis on functionality to reflect how young consumers are styling themselves across different settings.
The new drop is now available at select Jockey exclusive outlets, leading online marketplaces and on jockey.in, with a focused rollout across key metro cities. To support the launch, Jockey India has kicked off a youth-centric, multi-platform campaign featuring an energetic brand film, digital-first storytelling and in-store experiences designed to spotlight the collection’s mix of versatility, comfort and trend-led design.
As India’s athleisure market continues to blur the lines between fashion and function, JKY Groove signals Jockey’s broader shift from innerwear staple to lifestyle player, one oversized tee and wide-leg trouser at a time.
Brands
Aman Gupta’s OFF/BEAT secures Rs 100 crore seed funding round
Bessemer backs new venture betting on AI and India’s digital shift
MUMBAI: Aman Gupta has raised Rs 100 crore in seed funding for his new venture OFF/BEAT, with Bessemer Venture Partners leading the round as it bets on a new wave of AI-led, consumer-first businesses in India.
The funding marks an early but significant push for OFF/BEAT, which is positioned to tap into a rapidly evolving market shaped by a digitally native generation and advances in artificial intelligence. The venture aims to build at the intersection of culture and technology, where brand identity and innovation increasingly go hand in hand.
Gupta, best known for co-founding boAt and scaling it into a Rs 3,000 crore-plus business, is now looking to apply those learnings to a new playbook. His focus this time is not just on building a consumer brand, but on leveraging AI and global networks to accelerate growth.
OFF/BEAT founder Aman Gupta said, “Having built from scratch before, I know what capital can do and what it cannot. This time, I was looking for partners with a global perspective who can help me leverage technology and AI, because that is where the future lies. Bessemer’s track record with companies like Anthropic, Shopify, Canva and LinkedIn says it all.”
The choice of investor reflects that ambition. Bessemer Venture Partners has backed global technology players such as Anthropic, Shopify, Canva and LinkedIn, bringing not just capital but strategic support and global reach.
Bessemer Venture Partners partner Anant Vidur Puri said, “We back founders who see around corners. Aman saw how a new India would come to think about aspiration, identity and quality, and built boAt as proof. He is now applying that same instinct to a market being reshaped by AI and by a generation with entirely new expectations.”
The investment comes at a time when India’s startup ecosystem is being reshaped by both consumer behaviour and technological disruption. Founders are increasingly expected to understand not just products, but the cultural shifts that drive adoption.
For OFF/BEAT, the journey is just beginning, but the signal is clear. In a market where attention is fleeting and expectations are rising, building something truly distinctive may be the only way to stay on beat.
