Top Underwear Brands in India: Comfort Meets Style

India's fashion industry has seen a significant transformation over the years, particularly in the realm of intimate wear. A multitude of brands now cater to diverse preferences and body types, offering comfort, style, and durability. From the traditional cotton options to modern, seamless designs infused with technology, there's something for everyone in the market. To discover the top contenders and make an informed choice, read on below.

Illustration of underwear in india

Best brands of underwear in india in 2025

Jockey

Jockey, under the umbrella of Page Industries, has established itself as a leading producer of underwear in India, boasting a 19%-20% market share in the men's premium innerwear segment and 5%-6% in the women's segment. Since its re-entry into the Indian market in 1995, Jockey has transformed the innerwear category with its focus on product quality, extensive distribution network, and innovative retail strategies. The brand has achieved significant growth, with its revenue increasing from INR 21 Cr in 2000 to INR 3725 Cr in 2022, and it is now debt-free with a healthy ROCE of 64%. Jockey aims to scale to $1 billion in revenue by targeting the athleisure segment and appealing to Gen Z consumers. The brand's success is reflected in its market dominance, surpassing competitors like Rupa and VIP. For more insights on Jockey's journey, explore their remarkable growth and strategy.

Van Heusen

Van Heusen, a brand under Aditya Birla Fashion and Retail, has swiftly established itself as a significant player in India's innerwear market since its entry in 2018. Within a year, it became the second-largest player in the mid-premium segment, capitalizing on the market's potential, which was valued at Rs 25,000 crore in FY17, with men's innerwear segment at Rs 9,000 crore and growing at a CAGR of 12%. This growth and innovation in the innerwear fashion industry have positioned Van Heusen as a formidable brand in the market.

Calvin Klein

Calvin Klein is a prominent global fashion brand that has established itself as a leading producer of underwear in India, known for its iconic and comfortable designs. The brand's underwear, particularly the boxer brief type, holds a significant market share due to its better fit, support, and comfort, with cotton fabric underwear accounting for around 68.6% of the market in 2022. In India, Calvin Klein is increasing its regional presence to cater to the growing demand for premium underwear, contributing to the Asia Pacific region's dominance with a market share of over 41.5% in 2022. The brand's focus on data-driven decision making and customer feedback has also enhanced its product offerings and customer experience. With a rich history of breaking boundaries in fashion, Calvin Klein continues to elevate everyday essentials with its high-quality construction and minimalist aesthetic. For more about their offerings, explore their official website.

Hanes

Hanes, a renowned brand from Hanesbrands Inc., has established itself as a leading producer of underwear in India, particularly after its partnership with Arvind Ltd. in 2013. This collaboration aimed to increase Hanes' point of sales in India from 5,000 to 15,000 within three years, targeting the lucrative branded apparel market, which was estimated at over Rs 18,000 crore and expected to grow by 18% year-on-year. The brand offers high-quality underwear, intimates, casual wear, hosiery, and socks, with a focus on men's and women's innerwear markets valued at Rs 7,200 crore and Rs 10,800 crore, respectively. Hanesbrands Inc. is a global leader in innerwear and hosiery, with a strong presence in Asia and a strategy to expand its supply chain in the region. The brand's growth in India is driven by its commitment to quality and comfort, making it a preferred choice for consumers. For more information, visit their official website.

Tommy Hilfiger

Tommy Hilfiger is a prominent brand in the Indian underwear market, known for its high-quality and stylish products. The brand's global revenue reached $4.7 billion in 2021, with a significant presence in India where it caters to the growing demand for comfortable and premium underwear. India's men's underwear market, driven by rising disposable incomes and urbanization, is expected to grow rapidly, with international players like Tommy Hilfiger increasing their regional presence. The brand's manufacturing processes involve cutting-edge technologies and ethical labor practices, ensuring top-notch products. In the Asia Pacific region, Tommy Hilfiger's products are popular among consumers seeking both comfort and style.

Lux Cozi

Lux Cozi, a brand under Lux Industries Ltd, is a leading producer of men's underwear in India, launched in 1963 and boasting a turnover of Rs1000 crores, primarily from rural India. It is sold through 5 lakh retail outlets across the country and has been endorsed by prominent Bollywood actors like Shahrukh Khan, Sunny Deol, and Varun Dhawan. The brand holds a significant market share in the organized men's innerwear sector, contributing to Lux Industries Ltd's strong market position with around 14-15% market share. Lux Cozi products cater to various segments, including mass, mid, and premium categories, ensuring a wide range of offerings. The brand has also been involved in significant sponsorships, including the Indian Premier League. For more details, visit their Wikipedia page.

Rupa Frontline

Rupa Frontline, a flagship brand of Rupa & Company Limited, is a leading producer of underwear in India, boasting a 16% market share in the domestic innerwear market. Established in 1968, the company has a diverse product portfolio catering to men, women, and kids, with over 8,000 stock keeping units (SKUs) and a strong distribution network across more than 1,18,000 retailers. Rupa Frontline is known for its quality and comfort, with a focus on premium and super-premium segments, including licensed brands like FCUK and Fruit of the Loom. The company achieved a turnover of Rs. 1,084.22 crores in FY 2016-17 and spends 8% of its total sales revenue on advertising. Rupa aims to achieve consistent revenue growth of 18-20% over the next few years through expansion in high-potential areas and enhancing its online presence.

Fruit of the Loom

Fruit of the Loom is a prominent player in the Indian underwear market, known for its comfortable and affordable apparel. The brand has partnered with Bradford License India to expand its presence in the Indian market, capitalizing on the country's burgeoning consumer base and evolving fashion landscape. The Indian apparel market, where Fruit of the Loom operates, is projected to reach $105.50 billion in 2024 and grow annually by 3.81% from 2024 to 2028. As part of the global intimate underwear market, Fruit of the Loom contributes to a sector expected to reach $151.39 billion by 2029, growing at a CAGR of 8.0% from 2023 to 2029. The brand's legacy of quality and innovation, spanning over 170 years, ensures high-quality products that resonate with Indian consumers. For more details, visit their official website.

Marks & Spencer

Marks & Spencer is a leading producer of underwear in India, with lingerie accounting for 25% of its sales in the country. The brand has seen significant growth, including a 33% increase in non-wired bras over 2022-23 and a 40% jump in lingerie sales between 2015 and 2017. M&S offers 44 sizes in women's innerwear, with the total support bra being its top-selling item. The brand has expanded its footprint in India, now operating 100 stores across the country, including 40 in Tier 2 towns. Its online channel services 28,000 pincodes and contributes 23% to its revenues. For more insights on their expansion and sales boom, visit the official Business Insider article.

Amul Macho

Amul Macho is a leading and fastest-growing underwear brand in India, renowned for its contemporary definition of machismo and emphasis on comfort and quality. Established in 1987, the brand has innovated significantly, using 100% cotton and revolutionary production methods to ensure unmatched comfort. Amul Macho maintains a strong market presence, with a turnover of Rs 800 crore in the fiscal year 2013-2014 and a market share of around 4.2% in the innerwear industry. The brand is distributed through a network of 700 dealers and 17 branches across India, employing over 15,000 people directly and indirectly. Amul Macho is renowned for its engaging and innovative advertising campaigns.