Finding good underwear is super important for men in India. The right underwear makes you feel comfortable all day, especially in our hot weather. But with so many brands in the shops and online in 2025, how do you know which ones are worth buying? Some are too expensive, some don’t last long, and others just don’t feel right when you wear them. Every man deserves underwear that fits well, feels good, and doesn’t cost too much.
We’ve tested the top underwear brands in India to find the best ones for men. This guide will show you the top 10 best underwear brands in India for men in 2025, based on comfort, quality, price, and customer satisfaction.
Understanding Men’s Underwear Types
Before we dive into the top brands, let’s understand the different types of men’s underwear available in the Indian market:
1. Boxer
Boxers are loose-fitting shorts with an elastic waistband. They provide maximum breathability and freedom of movement, making them ideal for lounging and sleeping.
Best for: Sleeping, relaxing at home, wearing under loose pants.
2. Briefs
Briefs are the classic Y-shaped underwear that provide excellent support and coverage at the front while leaving the sides of your legs exposed. They’re perfect for men who prefer support and don’t mind showing off their legs.
Best for: Daily wear, wearing under tight pants, physical activities requiring support
3. Boxer Briefs
A hybrid between boxers and briefs, boxer briefs extend down the legs like boxers but offer the support of briefs. They’ve become increasingly popular in India due to their balanced design.
Best for: All-day comfort, preventing chafing, athletic activities.
4. Trunks
Trunks are shorter versions of boxer briefs that end higher on the thigh. They offer a modern, stylish look while providing good support.
Best for: Wearing under slim-fit pants, younger men, fashion-conscious individuals.
5. Jockstraps
Less common in India but gaining popularity among athletes, jockstraps provide maximum support for the front area while leaving the back exposed.
Best for: High-intensity sports, gym workouts.
6. Bikinis
Bikini underwear is a less common but growing style in the Indian men’s underwear market. Similar to brief-style underwear but with less coverage, bikinis have smaller sides and a lower waistband that sits below the natural waistline.
Best for: Wearing under very tight pants, those who prefer minimal coverage.
Fabrics Used in Men’s Underwear
The fabric of your underwear greatly affects comfort, especially in India’s varied climate:
- Cotton: Natural, breathable, and absorbent. Ideal for everyday wear and suitable for India’s hot climate.
- Modal: Semi-synthetic fiber that’s ultra-soft, highly absorbent, and retains shape better than cotton.
- Microfiber: Synthetic fabric that wicks moisture, dries quickly, and feels silky smooth against the skin.
- Bamboo: Eco-friendly option that’s naturally anti-bacterial, moisture-wicking, and suitable for sensitive skin.
- Nylon/Spandex Blends: Provides excellent stretch and shape retention, though less breathable than natural fibers.
Top 10 Underwear Brands in India for Men in 2025
Now let’s explore the top 10 underwear brands in India with comprehensive details:
1. Jockey
Jockey remains the market leader in India’s underwear sector in 2025, holding about 22% of the market share. Known for its comfort and durability, Jockey offers a wide range of products.
Product Range:
- Briefs (Classic, Sport, Modern)
- Boxer briefs
- Trunks
- Regular boxers
- Vests (regular and sleeveless)
- Thermal underwear
Fabric Options:
- 100% Cotton
- Supima Cotton
- Cotton-Spandex blend
- Microfiber Air series
- Cool collection (moisture-wicking)
Why men love Jockey:
- Premium cotton fabric that lasts long (average lifespan of 2 years with proper care)
- Wide size range (S to XXXL)
- Price range: ₹200-₹1200
- Available in both online and offline stores across India
- Strong quality control with less than 2% return rate
Best-selling products:
- Jockey Classic Brief (over 5 million units sold annually)
- Jockey USA Originals Boxer Brief
- Microfiber Air Trunks
Their production facility in Bengaluru manufactures over 60 million pieces annually, making them the largest underwear producer brand in India.
2. VIP Innerwear
VIP is one of India’s oldest and most trusted underwear brands, established in 1971. With a market share of approximately 15%, VIP continues to be a household name.
Product Range:
- Briefs (Regular, Classic, Premium)
- Trunks (Comfort, Sport)
- Boxers
- Vests (Regular, Sleeveless, Sports)
- Economy pack sets
Fabric Options:
- Combed cotton
- Cotton-elastane blend
- Organic cotton line
- Soft cotton variants for sensitive skin
Key features:
- Known for their affordable pricing (₹150-₹500)
- Strong presence in tier 2 and tier 3 cities (available in over 50,000 retail outlets)
- Popular product lines include VIP Frenchie and Feelings
- Made with combed cotton for extra comfort
Innovation: Their recent eco-friendly line using organic cotton has seen significant growth, with sales increasing by 30% in the past year. Their “cotton comfort technology” claims to provide 20% more breathability than standard cotton underwear.
3. Amul Macho
Amul Macho has successfully rebranded itself as a trendy yet affordable option for Indian men. Their memorable advertising campaigns have helped them capture about 10% of the market.
Product Range:
- Briefs (Regular, Duo, Comfy)
- Trunks (Modern, Classic)
- Vests (Regular, Muscle, Ultra)
- Boxers (Limited range)
Fabric Options:
- Cotton-rich blends
- Stretch cotton series
- Breathable mesh variants
Highlights:
- Budget-friendly options (₹100-₹350)
- Bright colors and patterns that appeal to younger customers
- Strong in northern and western regions of India
- Cotton-blend fabrics that offer good elasticity
Market Position: Their “tug of war” fabric technology claims to provide 25% more stretch than standard underwear, reducing wear and tear. Their bold advertising has helped them capture 18% of the 18-25 age group market in India.
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4. Calvin Klein
For premium underwear, Calvin Klein leads the luxury segment in India. Though priced higher, their superior quality and brand value make them a favorite among urban Indian men.
Product Range:
- Briefs (Classic, Modern, Low-rise)
- Trunks (CK One, Steel)
- Boxer briefs (Cotton Stretch, Microfiber)
- Limited edition collections
Fabric Options:
- Premium cotton
- Cotton-modal blends
- Performance microfiber
- Stretch cotton series
Why it stands out:
- Premium comfort with cotton-modal blends
- Signature waistband design
- Price range: ₹800-₹2000
- Popular among 25-40 age group in metro cities
Market Analysis: Sales data shows Calvin Klein’s market share in premium underwear has grown to 35% in metro cities, despite the higher price point. Their customer retention rate is impressive at 72%, indicating strong brand loyalty.
5. XYXX
A relatively new player that has disrupted the Indian underwear market since 2017, XYXX offers modern designs with superior fabric quality. Their direct-to-consumer model has helped them grow rapidly.
Product Range:
- Briefs (Comfort, Active, Basics)
- Trunks (Everyday, Core, Premium)
- Boxer briefs (SuperSoft, Flex)
- Boxers (Lounge, Sleep)
- Coordinate sets
Fabric Options:
- MicroModal from Lenzing, Austria
- Bamboo fiber series
- Supima cotton collection
- Anti-bacterial treated fabrics
What’s special:
- Super soft MicroModal fabric sourced from Austria
- Unique anti-bacterial properties (reducing odor by up to 99.9%)
- Price range: ₹300-₹700
- Eco-friendly packaging made from recycled materials
Growth Trajectory: XYXX has seen a remarkable 120% year-on-year growth, mainly through e-commerce platforms, making it the fastest-growing underwear brand in India. Their customer base has expanded from 100,000 in 2022 to over 1.2 million in 2025.
6. Dixcy Scott
Dixcy Scott has maintained its position as a reliable, mid-range brand since 1982. Their “Dixcy Scott Originals” and “Josh” collections are particularly popular among middle-class Indian consumers.
Product Range:
- Briefs (Classic, Comfort, Josh)
- Vests (Regular, Sleeveless, Thermal)
- Trunks (limited selection)
- Value packs
Fabric Options:
- Durable cotton
- Cotton-elastane blend
- Thermal fabrics for winter
- Budget performance fabrics
Key attributes:
- Double-stitched seams for longevity (tested to withstand 200+ washes)
- Available in multi-packs offering good value
- Price range: ₹150-₹450
- Strong distribution network covering 120,000 retail outlets
Regional Strength: Their sales are particularly strong in southern India, where they hold approximately 18% market share. Their “One India, One Price” policy ensures consistent pricing across all regions.
7. Lux Cozi
Lux Cozi has successfully positioned itself as a brand that offers quality products at affordable prices. Their association with cricket and Bollywood celebrities has boosted their visibility.
Product Range:
- Briefs (Cozi, BigShot, ONN)
- Vests (Classic, Premium, GenX)
- Drawers
- Trunks (limited range)
- Thermal wear for winter
Fabric Options:
- Standard cotton
- Combed cotton
- Cotton-spandex blend
- Budget performance fabrics
Notable features:
- Wide range of products including vests, briefs, and trunks
- Good for daily wear with consistent quality
- Price range: ₹120-₹400
- Strong presence in both urban and rural markets
Consumer Insights: Recent consumer surveys show that 70% of Lux Cozi customers cite “value for money” as their primary reason for choosing the brand. Their television advertisements reach an estimated 500 million viewers.
8. Dollar
Dollar Bigboss has carved a niche for itself in the mid-premium segment. Their focus on gym-friendly and athletic underwear has made them popular among fitness enthusiasts.
Product Range:
- Briefs (Classic, Force, Club)
- Vests (Regular, Muscle, Premium)
- Trunks (Force, Bigboss)
- Athletic supporters
- Performance range
Fabric Options:
- Cotton-rich blends
- Four-way stretch fabrics
- Moisture-wicking performance series
- Anti-bacterial treated cotton
Standout qualities:
- Extra-elasticated waistbands (tested for 30% more elasticity)
- Reinforced stitching for active wear
- Price range: ₹180-₹500
- Available in over 80,000 retail outlets nationwide
Fitness Focus: Their sports-specific underwear line has seen 45% growth since its introduction in late 2024. Their patented “Flex Fit” technology allows for 360-degree movement without riding up.
9. Rupa
Rupa remains one of India’s largest innerwear manufacturers with several sub-brands including Frontline, Macroman, and Euro. They offer various price points and styles.
Product Range:
- Briefs (Frontline, Macroman, Jon)
- Vests (Hunk, Torrido, Euro)
- Trunks (limited selection)
- Economy packs
- Winter thermals
Fabric Options:
- Standard cotton
- Premium combed cotton
- Blended fabrics
- Seasonal thermal fabrics
Why it’s popular:
- Extensive product variety across different price segments
- Strong presence in eastern and northern India
- Price range: ₹100-₹600
- Traditionally strong brand loyalty among older customers
Brand Loyalty: Rupa’s market research shows that 65% of their customers have been buying the same style for over 5 years, indicating strong brand loyalty. Their production capacity exceeds 700,000 pieces daily across their manufacturing units.
10. Tailor and Circus
Completing our list is Tailor and Circus, an inclusive brand that has gained popularity for its body-positive approach and sustainable practices since its launch in 2018.
Product Range:
- Trunks (Everyday, Bold)
- Briefs (Comfort, Classic)
- Boxer briefs (Standard, Long)
- Limited edition artist collaborations
- Gender-neutral offerings
Fabric Options:
- GOTS-certified organic cotton
- Sustainable MicroModal
- Bamboo-cotton blends
- Recycled fabrics
What makes it unique:
- Gender-neutral sizing and inclusive marketing featuring diverse body types
- GOTS-certified organic cotton (uses 91% less water than conventional cotton)
- Anti-microbial treatments that reduce odor by up to 99.7%
- Price range: ₹500-₹900
Sustainability Edge: Despite being a newcomer, Tailor and Circus has seen 200% growth in 2024-2025, particularly among environmentally conscious urban consumers aged 18-35. Their packaging is 100% plastic-free and biodegradable.
How to Choose the Right Underwear Based on Body Type
Different body types require different underwear styles for maximum comfort:
For Athletic Build
- Boxer briefs and trunks showcase muscular thighs
- Briefs provide support during workouts
- Look for moisture-wicking fabrics for active lifestyles
For Larger Build
- Boxer briefs prevent thigh chafing
- Stretchy waistbands that don’t roll down
- Look for supportive pouch construction
For Slim Build
- Regular briefs or trunks complement a leaner frame
- Fitted boxers add some volume
- Low-rise options work well
For Tall Men
- Longer boxer briefs provide proportional coverage
- Mid-rise or high-rise waistbands stay in place better
- Look for properly sized pouches for comfort
Underwear Care and Maintenance
To get the most out of your underwear investment:
- Washing: Use cold or lukewarm water with mild detergent. Avoid bleach and fabric softeners which break down elastic.
- Drying: Air-drying extends the life of underwear by up to 50% compared to machine drying. If using a dryer, use low heat.
- Rotation: Experts recommend owning at least 14 pairs of underwear and rotating them to extend lifespan.
- When to replace: Replace underwear when elastics start to fray, fabric thins out, or after approximately 6-12 months of regular use.
Seasonal Underwear Considerations for Indian Climate
India’s diverse climate requires different underwear approaches throughout the year:
Summer (March-June)
- Lightweight, breathable cotton or bamboo underwear
- Moisture-wicking fabrics for sweat management
- Lighter colors that don’t show through thin summer clothing
Monsoon (June-September)
- Quick-drying fabrics like microfiber or nylon-spandex blends
- Anti-bacterial treatments to prevent fungal infections
- Multiple pairs for frequent changes in humid conditions
Winter (November-February)
- Thermal underwear for northern regions
- Cotton-spandex blends for warmer southern areas
- Darker colors that retain heat better
Common Underwear Problems and Solutions
Riding Up
Cause: Too loose fit or inadequate leg elastics Solution: Try boxer briefs with longer legs or silicone-lined leg openings
Waistband Rolling
Cause: Incorrect size or poor elastic quality Solution: Size up or choose brands with wider, reinforced waistbands
Chafing
Cause: Friction from movement, especially in hot weather Solution: Try seamless styles, longer leg options, or anti-chafing powders
Sweating
Cause: Poor breathability or hot conditions Solution: Moisture-wicking performance fabrics or breathable cotton mesh
Market Trends in Indian Underwear Industry for 2025
The Indian men’s underwear market has grown to approximately ₹12,000 crores in 2025. Here are the key trends:
- Online sales: E-commerce now accounts for 40% of premium underwear sales in India, with a projected growth of 25% annually
- Sustainability: Brands using organic materials have seen 35% higher growth than traditional brands
- Subscription models: Monthly underwear subscription services have gained 25% market share among urban professionals
- Customization: Personalized underwear with custom prints and monograms is an emerging trend
- Anti-bacterial technology: Post-pandemic awareness has increased demand for hygienic underwear with anti-bacterial properties by 65%
- Size inclusivity: Brands offering extended size ranges have seen 40% better customer retention
Price Segments in Indian Underwear Market
The Indian underwear market can be divided into four price segments:
Economy (₹100-₹200 per piece)
Brands: Amul Macho, Rupa (basic range), local manufacturers Market share: 45% of volume sales Primary customers: Budget-conscious consumers, rural markets
Mid-range (₹200-₹500 per piece)
Brands: Jockey (basic range), VIP, Dixcy Scott, Dollar Market share: 35% of volume sales Primary customers: Middle-class urban and semi-urban customers
Premium (₹500-₹1000 per piece)
Brands: Jockey (premium range), XYXX, Tailor and Circus Market share: 15% of volume sales Primary customers: Upper-middle class urban professionals
Luxury (Above ₹1000 per piece)
Brands: Calvin Klein, Tommy Hilfiger, Armani Market share: 5% of volume sales Primary customers: Affluent consumers in metro cities
Conclusion
The underwear market in India continues to evolve with new technologies, materials, and brands entering the space. While traditional players like Jockey, VIP, and Rupa maintain their strong presence, newcomers like XYXX and Tailor and Circus are bringing innovation to the market.
Whether you prioritize comfort, durability, style, or value for money, there’s an Indian underwear brand that meets your needs. The right underwear not only provides comfort throughout the day but also affects your confidence and overall well-being.
Remember that personal preference plays a big role in choosing underwear, so you might want to try different brands and styles to find what works best for you. With the comprehensive information provided in this guide, you’re now equipped to make informed decisions about your underwear purchases in 2025.
