Author name: Anirudh Jindal

Using only competitor analysis as our main source of research, we tried to study Page Industries, famous for its Jockey and Speedo brand. Page entered Indian markets with the exclusive license to manufacture Jockey products pan India around 1995. Until the late 2000s, the innerwear market was completely fragmented, unorganized industry with consumers having no preference for brands in the innerwear category. When the trend started to reverse along with westernization and changing consumer tastes, Page had rightly positioned itself to capture the opportunity.