 "L&K Saatchi & Saatchi recent campaigns included one for Bengaluru-based Jockey")
The changing dynamics of the innerwear industry shows that Indians increasingly prefer wearing premium 'within'.
In the last five years, premium innerwear brand Jockey, manufactured and marketed by Page Industries in India, has jumped in its brand share from 5.2 per cent to 7.5 per cent, while other competing innerwear brands like Amul Macho, Rupa and Lux have either remained stagnant or seen a dip in their share.
Innerwear includes briefs, vests and any item worn next to skin and under clothing.
According to industry sources, while Amul Macho of J G Hosiery Pvt Ltd has maintained its share and
