Stitching together growth: Modenik bets on legacy brands in India’s innerwear battle

The strategy comes at a time when competition in India’s underwear market is intensifying. Page Industries dominates through Jockey, while Reliance Retail, which houses brands such as Clovia, Marks & Spencer and Hunkemöller, acquired digital-first lingerie platform Zivame and added premium lingerie brand amanté. Aditya Birla Fashion and Retail has strengthened its underwear offering through its private label brands in Trent, Westside and Zudio as it expands Van Heusen Innerwear. New generation brands such as Shyaway, Bummer and Nykd by Nykaa have also accelerated their investments in their products.