Written By: Bandana Gupta

The innerwear market in India is booming, driven by increasing disposable incomes and a growing emphasis on comfort and style. With numerous brands vying for market share, choosing the right innerwear franchise can be a lucrative business opportunity. India’s innerwear market is a rapidly expanding sector, with strong growth projections for the years ahead. For savvy entrepreneurs, investing in an innerwear franchise is a promising opportunity to tap into this lucrative market. With established brands offering franchise models, the question isn't whether to invest, but where. Three names consistently dominate the conversation: the legacy brand Jockey, the online pioneer Zivame, and the fast-fashion disruptor Clovia. Selecting the right brand plays a vital role in maximising returns from your investment portfolio. Let's break down what each of these leading innerwear franchise opportunities brings to the table.

Benefits of an Innerwear Franchise

Investing in an innerwear franchise offers several advantages, including

• Lower Risk: With a proven business model and operational support, franchising reduces the risk of failure. Moreover, compared to starting a business from scratch.
• Established Brand: Partnering with a well-known brand like Jockey or Clovia gives you access to an existing customer base and eliminates the need to build a brand from the ground up.
• Ongoing Support: Franchisors offer training, marketing help, and business guidance to support franchisee success.
• Growing Innerwear Market: India’s innerwear market is expanding quickly due to urbanization, higher incomes, and greater focus on clothing and hygiene.
• High Profit Potential: With the right brand and location, innerwear franchises can offer attractive profit margins, especially with the growing demand for quality and comfortable products.

By investing in an innerwear franchise, you can capitalise on the growing demand for innerwear in India while minimising the risks associated with starting a new business.

The top three competitive innerwear franchise brands to consider for strengthening your investment portfolio.

Jockey: The Legacy of Trust

Jockey, a globally recognised brand that entered the Indian market in the mid-1990s, has grown into a trusted name for everyday innerwear.Known for its comfort and durability, Jockey is one of the top lingerie brands in India.

Standout Features:

• Reliable quality and durability
• Comfortable designs for daily wear
• Wide availability across India

Jockey’s unwavering focus on quality and comfort has made it a preferred choice for women in India looking for dependable everyday lingerie, including well-fitting bras and panties.

What Makes Jockey a Strong Franchise Bet?

• Established Distribution Network With nearly 20 years of operations in India, Jockey has established a highly efficient distribution network spanning metros, Tier 1, and Tier 2 cities, enabling consistent product availability and strong brand presence nationwide.
• Strong Financial Returns Jockey has consistently delivered high return ratios for its investors, underpinned by brand loyalty and consistent consumer demand.
• Expanding Retail Presence The brand operates:
  • 39+ exclusive brand outlets (EBOs) in premium malls
• Robust Franchise Support Franchisees receive full support—right from location selection and store setup to operations and staff training. The company actively helps partners become better business owners through continuous guidance and assistance.

Jockey Franchise Business Model in India

They operates under two main business formats:

1. Franchise Exclusive Brand Outlet (EBO) Perfect for both first-time and seasoned investors looking to operate a premium innerwear retail outlet with the trusted Jockey brand.
2. Retailer/Distributor Model If you already own a garment or multi-brand retail store, you can become a distributor. Jockey supplies goods at discounted MRP, allowing you to earn margins and offer promotions to customers.

Jockey Franchise Cost and Space Requirements

To open a Jockey exclusive store, you’ll need:

• Investment: ₹45–50 Lakhs (approx.)
• Retail Space: 1000–1400 sq. ft. carpet area

Zivame: The Omni-Channel Innovator

Zivame is India’s foremost online platform for lingerie, intimate wear, and women’s comfort wear, transforming how Indian women discover and shop for innerwear. Built on the belief that every woman deserves comfort and confidence, Zivame offers a thoughtfully curated range of bras, panties, shapewear, sleepwear, activewear, and more—designed to suit diverse body types and style preferences across the country.

Mission

At Zivame, our mission is simple: to help women feel confident and empowered through the right intimate wear. We believe comfort and self-acceptance are the foundations of confidence, and great lingerie can make all the difference. That's why we design and craft products that perfectly balance style, comfort, support, and fit, because true confidence starts from within.

What Makes Zivame Unique

• Unparalleled Choice: With over 8000+ styles, Zivame offers one of India's most extensive lingerie collections, catering to every woman's needs, moods, and preferences.
• Inclusive Sizing for All: We champion body positivity, offering sizes 28A to 46E and a Fitcode tool to ensure a perfect fit every time.
• Tech-Driven Personalization: Our AI-powered recommendations, virtual fittings, and fit predictors tailor the shopping experience to each woman's unique needs and preferences.
• Comfort at the Core: Our products are designed with real women in mind, featuring premium fabrics, seamless construction, and wire-free technology for ultimate comfort.
• Discreet and Hassle-Free: We prioritize your privacy with discreet packaging and easy returns and exchanges, making shopping with us stress-free.
• Bridging Online and Offline: Our Zivame Studios and retail stores offer personalized fittings, styling advice, and a hands-on experience, combining the best of both worlds.

Franchise Model & Investment: A Zivame innerwear franchise is an omni-channel experience. The stores are conceptualized as “fit studios,” where advanced technology and professional consultants assist customers in selecting the most suitable product.

• Estimated Investment: ₹20 - ₹30 Lakhs.
• Space Requirement: 500 - 700 sq. ft. in a premium location.

Eligiblity: Entrepreneurs who are comfortable with a tech-integrated business model. It thrives in urban and metro areas with a demographic of millennial and Gen Z women who are already familiar with the online brand.

Clovia: The Fast-Fashion Disruptor

Clovia is a prominent Indian brand recognized for its fast-fashion strategy across lingerie, nightwear, activewear, and personal care segments.Designed for the modern, style-conscious woman, Clovia offers trendy, affordable, and high-quality products that promote confidence, comfort, and self-expression. With a strong focus on empowering women, Clovia has quickly become a favorite in the intimate wear and wellness space across India.

Mission

Our mission is to empower every Indian woman with confidence and comfort by offering high-quality, well-fitting lingerie as well as wellness products that are accessible, affordable, and stylish. Our goal is to break societal taboos surrounding intimate wear, champion body positivity, and create a safe, inclusive environment where women feel empowered to make informed decisions about fashion and self-care.

Clovia’s Unique Features

• Indian Body Fit Technology: Our proprietary approach uses data from over 1 million body scans to ensure a perfect fit for Indian women.
• Direct-to-Consumer Model: By cutting out middlemen, we offer premium quality at affordable prices, available online and on major e-commerce platforms.
• Fashion Meets Functionality: Our designs blend global trends with practical Indian sensibilities, combining style and also utility.
• Sustainable and Ethical: We're committed to eco-friendly packaging, organic materials, and also responsible sourcing.
• Personalization: Our AI-powered recommendation engine helps users find their perfect fit in minutes, making shopping stress-free.

Franchise Model & Investment: Clovia's franchise model is geared for rapid growth as well as high inventory turnover. The brand’s strong supply chain network guarantees that franchisees consistently receive the latest styles and inventory on time.

Estimated Investment: Generally lower than Jockey and Zivame, around ₹20 - ₹30 Lakhs.

• Space Requirement: 450 -500 sq. ft., making it easier to find viable retail locations.

Eligiblity: Investors with a smaller budget who want to target a younger, trend-conscious audience.

Location: Clovia's model is well-suited for high streets, malls, as well as even smaller cities with a growing youth population.

Detailed Comparison of Top Innerwear Franchise Opportunities in India for Investors

Jockey

• Franchise Fee: ₹5–10 lakhs
• Total Investment Required: ₹20–50 lakhs
• Target Audience: Individuals across all age groups, both men and women

Zivame

• Franchise Fee: ₹10–20 lakhs
• Total Investment Required: ₹50–100 lakhs
• Target Audience: Women aged 25–45

Clovia

• Franchise Fee: ₹2–5 lakhs
• Total Investment Required: ₹10–20 lakhs
• Target Audience: Young women aged 18–30

Key Factors to Evaluate Before Choosing an Innerwear Franchise for Your Portfolio

  Investment Requirements

• Zivame’s franchise fee is estimated to be between ₹20 and ₹30 lakhs.
• It’s important to research and compare the total investment costs (including setup, inventory, and working capital) for each brand.

Risk Appetite

• Jockey is generally viewed as a stable, lower-risk option.
• Zivame and Clovia may offer higher growth potential, but with relatively higher risk due to evolving market dynamics.

Target Customer Fit

• Ensure the brand’s primary customer base fits the demographics and purchasing behavior you aim to serve with your business.
• Jockey appeals to a broad demographic, while Zivame and Clovia cater more specifically to women in urban or younger age groups.

Franchise Agreement Terms

• Review each brand’s agreement closely. Pay attention to royalty fees, territory exclusivity, marketing obligations, and also renewal clauses.

Market Position and Research

• Analyze brand performance, store-level profitability, customer satisfaction, as well as competitive positioning in your target location.

 The ideal innerwear franchise for your portfolio depends on your capital, risk profile, and long-term business vision. Evaluate each brand’s strengths, scalability, and alignment with your strategy before making a final decision.

Best Innerwear Franchise Options in India for a Profitable Retail Portfolio

The choice of an innerwear franchise depends on your investment goals, target audience, and also business model. If you're looking for a legacy brand with a strong presence, Jockey may be the best option. Thus, If you're interested in a disruptor with a strong online presence, Zivame may be the way to go. Also, If you're looking for an affordable franchise opportunity with a strong online presence, Clovia may be the best choice.

Ultimately, the success of your innerwear franchise depends on your ability to execute the business model, manage operations, and attract customers. With the right franchise partner and a solid business plan, you can capitalize on the growing demand for innerwear in India.

Conclusion

Investing in an innerwear franchise can be a lucrative business opportunity, but it requires careful consideration of the brand, business model, and target audience. By comparing Jockey, Zivame, as well as Clovia, you can make an informed decision about which franchise is best for your portfolio. Therefore, with the right partner and a solid business plan, you can succeed in the growing innerwear market in India.

Disclaimer: The brands mentioned in this blog are the recommendations provided by the author. FranchiseBAZAR does not claim to work with these brands / represent them / or are associated with them in any manner. Investors and prospective franchisees are to do their own due diligence before investing in any franchise business at their own risk and discretion. FranchiseBAZAR or its Directors disclaim any liability or risks arising out of any transactions that may take place due to the information provided in this blog.