Brands
Jockey spotlights bonded innerwear range amid lingerie market boom
Women’s Bonded Collection taps demand for comfort as market eyes USD 12 billion.
MUMBAI: Seams are disappearing, but the competition is stitching itself tighter than ever. As Indian women increasingly prioritise comfort, functionality and fit in their wardrobes, Jockey is placing its latest innovation centre stage. Page Industries, the exclusive licensee of Jockey International Inc. in India, is spotlighting its Women’s Bonded Collection, a range designed around seamless construction and next-to-skin comfort.
The move comes as India’s lingerie market continues its upward trajectory. According to IMARC Group, the sector is projected to reach USD 12 billion by 2034, expanding at a compound annual growth rate (CAGR) of 8.30 per cent. The growth reflects changing consumer preferences, with women increasingly investing in premium apparel that blends comfort, aesthetics and everyday functionality.
Jockey’s Women’s Bonded Collection has been developed using advanced Bonding Technology, which eliminates bulky seams to create a smoother, lighter and more discreet fit under clothing. The range includes T-shirt bras, strapless bras and lounge bras, catering to women seeking versatile options for work, travel and social occasions.
The growing popularity of seamless innerwear mirrors a broader shift in the category. What was once considered a premium feature is rapidly becoming an expectation among consumers who want products that offer support without compromising on comfort.
Industry observers note that modern shoppers are moving beyond basic utility, looking for innerwear that complements increasingly dynamic lifestyles. As a result, brands are investing more heavily in fabric innovation, fit technologies and design-led solutions.
For Jockey, the collection forms part of a broader strategy centred on product innovation in a category that is becoming increasingly competitive. The brand, which carries a global legacy spanning more than a century, continues to expand its focus on comfort-driven offerings as consumer expectations evolve.
The Women’s Bonded Collection is available through Jockey Exclusive Outlets, multi-brand retail stores and online marketplaces across India.
As India’s lingerie market grows larger and more sophisticated, the battleground is no longer just about style or price. Increasingly, it is about delivering a fit so comfortable that consumers barely notice it is there and that may be the strongest selling point of all.
