“The Indian socks market is rapidly expanding, with Statista projecting revenue to reach US$184.60 million in 2024 and a 4.23% annual growth rate from 2024 to 2028. Despite this, the unorganized sector still holds significant sway, leaving considerable market potential untapped.” Raj Kumar Jain, Managing Director of Bonjour, elaborates on insights into the company's growth strategy, innovative sock manufacturing techniques, and competitive edge. By streamlining this sector, India can not only revitalize the industry but also establish itself as a global leader in socks manufacturing.

The organized socks segment is a fiercely competitive market, with prominent players such as Balenzia, Big C, Thela Gaadi, Mustang Socks, Soxytoes, Mint & Oak, Dynamocks, Nike, Levi’s, SockSoho, Adidas, Jockey, Puma, Hugo Boss, Reebok, SuperSox, Heelium, Tommy Hilfiger, Bodycare, HRX by Hrithik Roshan, and others vying for market share. 

Raj Kumar Jain, Managing Director of Bonjour, recognized the challenges of establishing a homegrown brand in a competitive market. Since its founding in 1988, Bonjour has steadily grown, with its socks now available in over 12,000 multi-brand outlets (MBOs) and 15 exclusive brand outlets (EBOs), supported by a network of 180 distributors. With an annual turnover of Rs. 250 crores, the brand derives 80% of its revenue from the domestic market and 20% from international sales. The revenue mix comprises 85% from offline sales, 12% from e-commerce, and 3% from quick commerce.

Currently, Bonjour caters to nearly every Tier-1 and Tier-2 city in India and is now expanding its reach to Tier-3 cities, particularly in the southern regions. Internationally, the brand exports to the USA and the Middle East and plans to enter the European market this year. Bonjour aims to increase its distribution to 20,000 MBOs by the end of the year and to expand its EBO count to 50 by 2025.