We have consciously expanded our size range
Juliet Apparels, founded in 1976, has been a pioneer in India’s innerwear industry, building its legacy on the pillars of comfort, fit, and style. What began as a small venture with just two sewing machines has evolved into a trusted brand that today offers lingerie, loungewear, nightwear, western and ethnic wear, catering to the diverse needs of Indian women. With over 90 per cent of its 2,000-strong workforce being women, Juliet continues to embody empowerment, inclusivity, and innovation. For nearly five decades, it has remained a confidant to generations of women, constantly adapting to their evolving lifestyles, aspirations, and sense of self-expression. Speaking to Fibre2Fashion, Founder Shashikant Trevadia shares insights on the brand’s journey, innovation, and vision for the future.
What was the founding vision behind Juliet Apparels, and how has your personal journey shaped the brand’s ethos of ‘Comfort, Fit, and Style’?
Juliet was founded on a simple yet powerful insight that Indian women deserve innerwear designed specifically for them, rather than adapted from international templates or one-size-fits-all solutions. From the outset, our focus has been on comfort-first engineering, inclusive sizing, and designs that blend functionality with everyday style.
My personal journey, both as an entrepreneur and a parent, has only strengthened this vision. I firmly believe that when a woman feels truly comfortable in what she wears closest to her skin, it positively influences her confidence, mobility, and overall self-expression. This belief continues to inform every product we create, and it remains at the heart of our ethos: comfort, fit, and style.
Juliet has been a pioneer in women’s innerwear since 1976. How has the brand evolved over the decades to stay relevant in India's changing fashion landscape?
Since its inception in 1976, Juliet has grown in tandem with the evolving needs and aspirations of the Indian woman. What started as a functional range of everyday cotton bras has gradually transformed into a comprehensive portfolio that includes seamless innerwear, modal-rich loungewear, and trend-driven western wear. At every stage, our focus has remained consistent offering superior comfort, reliable fit, and enduring quality. While fashion trends continue to evolve, we believe the emotional relationship a woman shares with her innerwear is deeply personal and enduring. It is this space of trust and comfort that Juliet has proudly championed for nearly five decades.
Innerwear is an intimate category where comfort and fit are paramount. How does Juliet approach product innovation to cater to diverse Indian body types and preferences?
India is a land of immense diversity in body types, preferences, and lifestyles and at Juliet, we place this understanding at the core of our product innovation. Every design is tested on real Indian women, not just standard mannequins, to ensure optimal comfort, support, and fit across a wide range of shapes and sizes.
We employ adaptive fabrics, flexible seams, and intelligent construction techniques that move with the body rather than against it. Our extensive pan-India presence enables us to collect consistent feedback from consumers, which in turn allows us to respond swiftly to their evolving needs. This ensures our products are not only inclusive, but also genuinely aligned with what Indian women seek—comfort they can trust and style they can feel confident in.
With the rise of athleisure and loungewear trends, how is Juliet diversifying its product offerings beyond traditional lingerie?
Recognising the growing consumer shift towards comfort-led fashion, Juliet has strategically expanded beyond traditional lingerie to offer a more holistic lifestyle wardrobe. Our loungewear, co-ord sets, camisoles, and everyday essentials are designed to seamlessly blend fashion with function ideal for everything from relaxing at home to stepping out with effortless style.
We maintain rigorous quality standards across fabrics and finish to ensure comfort is never compromised, while also delivering on durability and design. These are not just ‘home clothes’; they are thoughtfully crafted pieces tailored to the modern Indian woman whether she is multitasking, curating her airport look, or working from home.
As we continue to position Juliet as ‘Her Best friend,’ our aim is to be her first choice from day to night, and everything in between.
Juliet prides itself on in-house manufacturing. How does this control over production impact product quality, scalability, and cost competitiveness?
In-house manufacturing is one of our core strengths. It enables us to maintain end-to-end control over the production process from fabric sourcing to final finishing ensuring consistent product quality at every stage. It also allows us to respond swiftly to emerging trends and consumer feedback, while remaining cost-competitive without compromising on ethics or craftsmanship.
Over 90 per cent of our workforce comprises women, and we take pride in supporting their continuous upskilling and professional growth. At Juliet, we do not follow fast fashion, but we engineer timeless, well-constructed garments that stand the test of time, both in design and durability.
Sustainability in apparel is becoming a crucial consumer demand. What initiatives has Juliet taken towards eco-friendly materials or responsible manufacturing practices?
At Juliet Apparels Pvt. Ltd., we recognise that sustainability is increasingly becoming a key consideration for today’s conscious consumers. While we are at the early stages of our sustainability journey, we are actively taking measured and meaningful steps in the right direction.
We have introduced eco-friendly clothing tags embedded with plantable seeds and are working towards including biodegradable bamboo sanitary napkins alongside our period panties—an initiative aimed at promoting both menstrual hygiene and environmental responsibility. Additionally, we are taking steps to minimise fabric waste during production and are exploring sustainable material alternatives that uphold our commitment to comfort, quality, and affordability.
For us, sustainability is not a one-time initiative but an ongoing journey—one driven by practical, thoughtful choices that contribute to lasting impact.
Juliet has a significant presence in multi-brand outlets and exclusive stores across India. How are you balancing offline retail expansion with the growth of e-commerce and D2C?
We view this not as a trade-off, but as an omnichannel opportunity. Our offline presence through both multi-brand outlets and exclusive brand stores provides customers with a tactile, immersive experience that builds trust and brand familiarity.
Simultaneously, our growing e-commerce and D2C platforms offer convenience and accessibility, allowing consumers to engage with Juliet anytime, anywhere. The D2C channel, in particular, enables us to gain deeper insights into customer preferences, personalise the shopping experience, and foster long-term loyalty that extends well beyond the point of purchase.
Regional preferences in innerwear can vary widely across India. How does Juliet customise its product and marketing strategies to resonate with different markets?
Absolutely. Regional and cultural preferences in innerwear differ significantly across India, and at Juliet, we are deeply attuned to these nuances. For example, a customer in Delhi may prefer bold lace bras, while a consumer in Kerala might opt for soft, breathable cotton slips. Similarly, younger women are often drawn to pastel-toned, aesthetically designed pieces, whereas older customers may prioritise darker, more functional styles.
Our collections are thoughtfully curated to cater to these varying preferences, addressing not just diverse body types but also distinct lifestyles and cultural expectations. In parallel, our marketing strategies are tailored regionally—from language and visual storytelling to platform selection—ensuring that our communication remains both relevant and relatable across markets.
Are you integrating any tech-enabled solutions like virtual fitting, AI-based sizing, or digital consumer feedback loops to enhance the shopping experience?
Not at this stage. On the consumer-facing side, we have found that a significant segment of Indian women continues to place strong trust in the physical touch, feel, and trial experience, especially when it comes to intimate wear. However, we are actively monitoring the evolving technology landscape and remain open to integrating solutions such as virtual fitting and AI-based sizing, particularly if they can enhance fit confidence and streamline decision-making without disrupting the trust and comfort our customers associate with Juliet.
On the manufacturing front, we have already adopted tools like AutoCAD to ensure precision in product development, which supports consistent sizing and structural integrity. As we continue to grow, we are also exploring digital feedback mechanisms and data analytics to gain deeper insights into changing consumer preferences and refine our offerings accordingly.
How do you see the role of technology, such as AI-driven size recommendations and virtual try-ons, transforming the consumer buying experience in the lingerie segment?
Fit anxiety remains one of the most significant barriers in lingerie shopping, particularly in the online space. Emerging technologies like AI-driven size recommendations and virtual try-ons hold great potential to transform the consumer experience by reducing uncertainty and enhancing fit confidence.
While the adoption of such tools in India may be gradual, we see immense value in leveraging technology not just for convenience, but as a means to empower women to discover what truly fits and feels right for their unique bodies.
At Juliet, we believe the future of lingerie lies not in conforming to a standardised ideal, but in helping every woman experience comfort, confidence, and individuality through the right fit. And when the timing aligns, we look forward to integrating these innovations in a way that complements our deep understanding of the Indian consumer.
With rising awareness around body positivity and inclusivity, how is the Indian innerwear industry adapting to cater to a broader range of body types and consumer needs?
It is long overdue for the industry to move beyond the limited XS to XL framework. At Juliet, we have consciously expanded our size range to accommodate a broader spectrum of body types because every woman deserves innerwear that fits, flatters, and supports her exactly as she is.
Inclusivity has been a core part of our approach well before it became an industry trend. From offering supportive silhouettes in extended sizes to conducting fit tests on real women—not just mannequins—we have always prioritised authenticity over convention.
The conversation is clearly shifting from what is considered trendy to what is genuinely real and relevant, and we are proud to be fully aligned with that movement. Our design philosophy remains simple yet powerful: to create products for real women, real bodies, and real life.
The innerwear market in India has traditionally been driven by functionality, but now style and fashion are becoming equally important. How is this shift influencing design and marketing strategies in the industry?
The Indian innerwear market is undergoing a notable transformation. While functionality continues to be essential, today’s consumer also seeks innerwear that is stylish, expressive, and thoughtfully designed not through the lens of the male gaze, but with the woman herself at the centre.
This shift is influencing both design and marketing strategies across the industry. We are seeing a greater emphasis on contemporary colour palettes, softer performance fabrics, and delicate detailing such as lacework and minimal seams. On the marketing front, storytelling has become more authentic with real women, real body types, and relatable narratives taking precedence over aspirational stereotypes.
At Juliet, we view innerwear as an extension of personal style and identity. Our approach is to design products that not only feel great to wear, but also reflect how a woman sees herself confident, modern, and unapologetically herself.
What are the key challenges Indian innerwear brands face in balancing quality, affordability, and sustainable practices, especially when competing with global players?
Striking the right balance between quality, affordability, and sustainability remains one of the most complex challenges for Indian innerwear brands, particularly in a market that is highly price-sensitive yet increasingly aware of global benchmarks.
Today’s Indian consumer expects value and comfort but is also beginning to seek thoughtful design and responsible manufacturing. Our advantage lies in local manufacturing capabilities, better access to raw materials, and a nuanced understanding of regional preferences. However, competing with global players requires us to innovate continually not only in product aesthetics and material choices but also in how efficiently and ethically we operate. It is a tightrope walk that demands constant optimisation across the value chain. But it also serves as a catalyst pushing us to be more agile, more conscious, and more aligned with the evolving expectations of the modern Indian consumer.
E-commerce and D2C channels have disrupted traditional retail in the lingerie sector. How do you foresee the future of brick-and-mortar lingerie retail in India evolving alongside digital growth?
Brick-and-mortar lingerie retail is not disappearing, it is evolving. As e-commerce and D2C channels continue to expand, physical retail spaces are shifting from being purely transactional to becoming experiential hubs. They now serve as critical touchpoints for fit trials, personal styling, and immersive brand engagement.
For many Indian women, particularly first-time or older shoppers, the ability to physically touch, feel, and try on lingerie remains a vital part of the purchase journey. We believe the future lies in creating a seamless hybrid model, where trust is established offline and convenience is delivered online.
At Juliet, we see this omnichannel approach not only as sustainable, but essential to effectively serve the diverse and evolving needs of Indian consumers.
What is your long-term vision for Juliet Apparels in terms of brand legacy, product portfolio expansion, and global market aspirations?
Our long-term vision is to build Juliet into one of the most loved apparel and lifestyle brands proudly made in India and designed for women around the world. We aim to create a lasting legacy rooted in trust, comfort, and confidence where women feel seen, supported, and celebrated at every stage of life.
In terms of product expansion, our focus remains on deepening and diversifying our innerwear and loungewear offerings with designs that are not only fashion-forward but also highly functional and inclusive.
Over the next decade, we envision Juliet establishing a strong footprint in global markets through a combination of physical retail and a robust digital presence. Throughout this journey, our core commitment will remain unchanged: to serve a woman’s most personal needs with empathy, innovation, and timeless style.
