Jockey Franchise Cost in India (2026): Why India's #1 Innerwear Brand is One of the Smartest Franchise Investments In the world of franchise investments, most categories have one glaring weakness: they are discretionary purchases. When India's consumers tighten their belts, fashion spending is the first to drop, restaurant visits decline, and even gym memberships get cancelled. Jockey is different. Innerwear — the category Jockey dominates — is a non-discretionary, replacement-driven purchase.