Jockey keeps its focus on briefs

Moving away from the trend of roping in celebs to endorse a men’s innerwear brand, Jockey from Page Apparels has been highlighting

its product through ad campaigns. Focusing on its briefs, the company recently launched an integrated campaign by L&K Saatchi & Saatchi that continues to highlight its established positioning of 'Jockey or Nothing'.

Jockey, an American brand is manufactured and distributed in India by the Bangalore-based Page Industries that was set up in 1994. Page, currently along with India, is also the licensee for Nepal, Sri Lanka, Bangladesh and UAE. The brand is sold through a mix of both MBOs and EBOs across the country. The brand enjoys a considerable market share with 35 percent growth year-on-year as it plans to make aggressive in-roads in the women's, kid's inner wear and the sportswear categories.

In March, Cartica Capital picked another 2.5 percent equity stake in Page Industries for around Rs 168 crores. It had earlier picked 5 percent stake for around Rs 317 crores and with the latest transaction, its total exposure to the company is lifted to around Rs 485 crores. Another PE firm Nalanda Capital holds 9.96 percent stake in Page Industries.