India’s underwear market has evolved massively in the last few years. What was once considered a basic everyday essential has now transformed into a category driven by comfort, technology, style, and body-positive design. Whether it’s breathable cotton for daily wear, moisture-wicking fabrics for the gym, or stylish modern cuts for confidence — Indian brands are innovating fast.
The modern Indian consumer wants underwear that fits well, lasts long, feels soft on the skin, and supports the body without irritation. With rising fashion awareness, better fabric technology, and global-style branding, the underwear category is becoming more advanced than ever.
Thankfully, today’s top underwear brands offer all of this — premium fabric, curated designs, innovative fits, and functional comfort tailored for Indian climates and body types.
Here is a detailed guide to the top 10 underwear brands in India you should consider for your next purchase.
1. Jockey – India’s Most Trusted Underwear Brand
Market Share in India: ~22–25%
Headquarters: Bengaluru, India
CEO (Page Industries – Jockey India): Sunder Genomal
Jockey has become synonymous with everyday comfort in India. Over the years, it has built unmatched trust through consistent quality, long-lasting fabric, and underwear that fits comfortably even after multiple washes. Their products are designed specifically keeping the Indian body shape, climate, and movement needs in mind. Whether it’s breathable cotton briefs or smooth microfiber trunks, Jockey provides reliability and comfort for every age group.
Best For: Everyday comfort, office wear, soft cotton feel
Popular Styles: Briefs, trunks, boxers, bikini panties, sports bras
Why It’s Worth It: Durable stitching, breathable fabric, keeps shape even after many washes
Price Range: ₹250 – ₹600
2. Van Heusen – Premium & Stylish Men’s Innerwear
Market Share in Innerwear Category: ~6–8%
Headquarters: Bengaluru, India (Aditya Birla Fashion and Retail Ltd.)
CEO (ABFRL): Ashish Dikshit
Van Heusen brings a refined and luxury-driven approach to men’s innerwear. Known for their stylish and modern cuts, the brand focuses on premium-looking underwear suitable for professionals who value sophistication even in essentials. Their microfibre and anti-bacterial fabrics offer both comfort and hygiene, making them a favorite for those wanting a higher-end daily-wear experience.
Best For: Office-going professionals who prefer sleek and sophisticated designs
Popular Styles: Trunks, boxer briefs, and premium microfiber underwear
Why It’s Worth It: Smooth texture, anti-bacterial finish, premium packaging
Price Range: ₹350 – ₹800
3. Calvin Klein – The Iconic Global Fashion Underwear Brand
Market Share in India (Premium Segment): ~4–5%
Headquarters: New York, USA
CEO (Parent Company PVH Corp.): Stefan Larsson
Calvin Klein is often seen as the gold standard of fashionable underwear. With its signature bold waistband, minimalistic design language, and premium fabrics, CK appeals to those who want performance, comfort, and style together. The underwear feels luxurious the moment you wear it — offering soft modal blends, contouring fits, and a brand image that symbolizes confidence and modern fashion.
Best For: Premium comfort, stylish waistband branding, modern cuts
Popular Styles: Boxer briefs, bikinis, hipsters, low-rise trunks
Why It’s Worth It: Ultra-soft cotton modal blend, perfect contouring fit, international design
Price Range: ₹1,200 – ₹3,500
4. Tommy Hilfiger – High-Quality Urban Lifestyle Underwear
Market Share in India (Premium Innerwear): ~3–4%
Headquarters: Amsterdam, Netherlands
CEO (Tommy Hilfiger Global): Stefan Larsson (PVH Corp.)
Tommy Hilfiger blends American lifestyle aesthetics with premium comfort. Their underwear stands out with vibrant colors, signature branding, and well-structured fits. They offer a youthful, urban appeal for people who enjoy fashionable yet functional innerwear. The quality remains consistent, with long-lasting elastic and fabrics that feel soft throughout the day.
Best For: Fashion-forward users, premium comfort
Popular Styles: Boxer briefs, trunks, bikini panties
Why It’s Worth It: Featured stylish prints, branded elastic, long-lasting quality
Price Range: ₹800 – ₹2,500
5. Fruit of the Loom – Soft & Budget-Friendly Quality
Market Share in India: ~5–6%
Headquarters: Kentucky, USA
CEO: Melissa Burgess-Taylor
Fruit of the Loom has gained a solid reputation for offering soft, durable, and comfortable underwear at pocket-friendly prices. The brand focuses on breathable cotton that works well for long hours, Indian weather, and everyday use. It’s ideal for people who want reliable quality without spending too much. Their underwear stays comfortable even after repeated washes.
Best For: Students, daily office wear, soft breathable cotton
Popular Styles: Briefs, boxer shorts, trunks
Why It’s Worth It: High-quality cotton at affordable pricing
Price Range: ₹200 – ₹500
6. XYXX – Modern, Youthful & Super Comfortable
Market Share in India (Growing Segment): ~2–3%
Headquarters: Surat, Gujarat
CEO / Founder: Yogesh Kabra
XYXX is transforming India’s innerwear space with trendy designs, ultra-soft fabrics, and youthful color palettes. Their MicroModal and bamboo fabric blends offer incredible softness, moisture control, and breathability — perfect for Indian summers. The brand markets heavily to Gen-Z and millennials, focusing on comfort-driven innovation and stylish everyday wear.
Best For: Millennials and Gen-Z users who want stylish comfort
Popular Styles: Trunks, briefs, biker shorts
Why It’s Worth It: Anti-microbial finish, super soft modal fabric, bold color choices
Price Range: ₹250 – ₹700
7. Adidas Underwear – For Fitness & Active Lifestyle
Market Share in India (Sportswear Underwear): ~3–4%
Headquarters: Herzogenaurach, Germany
CEO: Bjørn Gulden
Adidas underwear is engineered for movement and high-performance comfort. Perfect for athletes and gym-goers, their moisture-wicking and stretchable fabrics ensure zero discomfort during sports or workouts. The fit stays stable during activities, preventing chafing, irritation, or sweat buildup — making it a top pick for people with active lifestyles.
Best For: Athletes, gym-goers, fitness enthusiasts
Popular Styles: Performance trunks, sports hipsters
Why It’s Worth It: Moisture-wicking, flexible fit, no-chafing design
Price Range: ₹700 – ₹2,000
8. Hanes – Everyday Comfort At Its Best
Market Share in India: ~2–3%
Headquarters: North Carolina, USA
CEO (Hanesbrands Inc.): Vanessa LeFebvre
Hanes has been a comfort-first global brand for decades. Their soft cotton, tagless design, and gentle waistbands make them perfect for long hours of wear. They focus on simple, irritation-free underwear that provides true all-day comfort. It’s ideal for people who prefer no-frill, reliable basics that feel good every day.
Best For: All-day comfort with simple, no-frill designs
Popular Styles: Boxer briefs, classic briefs
Why It’s Worth It: Tagless comfort, soft fabric, affordable pricing
Price Range: ₹200 – ₹500
9. Clovia – Best Innerwear Brand for Women in India
Market Share in Indian Women’s Innerwear: ~6–7%
Headquarters: Gurgaon, India
CEO / Founder: Neha Kant
Clovia has become extremely popular among Indian women thanks to its trendy designs, supportive fits, and wide variety of underwear styles. The brand focuses on body-comfort, modern silhouettes, and high-quality materials that suit the Indian woman’s lifestyle. From everyday panties to maternity options, Clovia offers stylish and practical innerwear solutions.
Best For: Women looking for stylish, comfortable, well-fitted underwear
Popular Styles: Bikini panties, hipsters, thongs, maternity panties
Why It’s Worth It: Vibrant designs, high-quality elastic, body-flattering fits
Price Range: ₹150 – ₹600
10. Zivame – India’s Leading Women’s Intimatewear Brand
Market Share in Women’s Intimatewear: ~9–10%
Headquarters: Bengaluru, India
CEO: Amisha Jain
Zivame is known for offering premium, comfort-focused underwear designed for Indian women of all shapes and sizes. Their collections emphasize soft fabrics, supportive fits, and beautiful designs. With broad size-inclusive options and modern styles, Zivame has become a top choice for women who prioritise both comfort and style in their daily lingerie.
Best For: Women who want comfort + style in equal balance
Popular Styles: Panties, hipsters, boyshorts, shapewear
Why It’s Worth It: Soft fabric, curated fits for Indian women, great color options
Price Range: ₹200 – ₹700
How to Choose the Best Underwear for Yourself
Pick the Right Fabric
- Cotton for everyday
Modal for softness
Microfiber for workouts
Bamboo for sensitive skin
Choose According to Body Type
- Trunks for lean bodies
Briefs for more support
Boxer briefs for thick thighs
Hipsters for women wanting full coverage
Prioritize Comfort Over Style
A good waistband, breathable fabric, and correct size matter more than prints.
Also Read: Top 10 Clothing Brands for Women in 2026
Conclusion
India’s underwear market today offers something for every preference — soft cotton basics, stylish branded options, sports performance wear, and ultra-modern modal fabric underwear. Brands like Jockey, Van Heusen, XYXX, Calvin Klein, and Zivame continue to lead the category with their comfort-first, premium designs.
Whether you’re upgrading your everyday essentials or looking for premium luxury pieces, this list of top 10 underwear brands in India will help you pick the perfect fit for your lifestyle.
FAQs
1. Which is the No.1 underwear brand in India?
Jockey is considered the No.1 underwear brand in India due to its comfort, durability, and wide market share.
2. Which underwear brand has the highest market share in India?
Jockey leads with around 22–25% market share in the Indian innerwear segment.
3. Which is the best underwear brand for men in India?
Jockey, Van Heusen, Calvin Klein, and XYXX are the most reliable men’s underwear brands in India.
4. Which is the best underwear brand for women in India?
Zivame and Clovia are the top women’s underwear brands known for comfort and perfect fit.
5. Which brand offers the softest underwear fabric?
XYXX and Calvin Klein are known for ultra-soft MicroModal and modal blends.
