Jockey, a top brand of athleisure and undergarments, has launched FY23 after having a successful FY22. According to Karthik Yathindra, chief marketing officer of Jockey, we have increased by roughly 35% from the pre-COVID time in 2021–2022.
Page Industries, a clothing manufacturer and Jockey International’s sole licensee for the manufacture, distribution, and marketing of the brand in India, Sri Lanka, Oman, Bangladesh, Nepal, Qatar, Maldives, Bhutan, and the UAE, reported an increase in net profit of 64.86 percent to Rs 190.52 crore for the fourth quarter that ended on March 31, 2022. In the quarter under review, operating revenue increased by 26.15 percent to Rs 1,111.11 crore from Rs 880.76 crore in the same quarter last year. After profiting from the sale of athleisure, the company is making every effort to promote its line of innerwear to its clients through outdoor and digital mediums.
The corporation is turning its marketing expenditures toward the digital medium with the launch of its most recent campaign, “Luxury by Design.” On the most recent marketing campaign, Yathindra remarks, “Our latest campaign emphasizes the category’s value to the whole brand and how Jockey is still committed to giving the best product to all of its clients. A magnificent campaign that uses social, internet, OTT, and outdoor media have been curated by the marketing and creative agency teams. The debut of “Luxury by Design” was intended to showcase the brand’s ultra-premium offering in the men’s innerwear market, according to Yathindra. The men’s underwear company Jockey currently sells garments made from a variety of materials, including tactel, microfibre, lyocell, and Supima cotton. The lockdowns had an immediate impact on sales for a business with a significant physical presence offline. The brand has, however, recovered far more quickly than was predicted for 2020–21. The pandemic also increased online sales. We are happy to see that even after the epidemic, the demand has increased in these locations, says Yathindra.
The brand is rapidly growing across the nation in terms of regions, municipalities, points of sale, and product categories. Jockey is currently addressing customers via online marketplaces like Amazon, Flipkart, Myntra, Nykaa, and others. Jockey has more than a lakh multi-brand outlet, more than 1,150 exclusive brand stores, and large format departmental stores like Shoppers Stop, Lifestyle, Reliance, and others.