Founded in 1976 by Shashikant Mulchand Trevadia, Juliet Apparels is a 50-year-old legacy women’s innerwear and nightwear brand that has established a strong presence across India through its consistent focus on quality, innovation, comfort, and fit. Built by the first generation of the Trevadia family, the company is now being steered into a new era of growth by second-generation entrepreneur Krutik Trevadia, who is driving the brand’s expansion through technology, e-commerce, AI integration, and international market development while carrying forward the family legacy.

“The second generation is adding value by leveraging technology, AI, social media, and digital commerce to drive the next phase of growth while continuing the legacy built over the last five decades,” said Krutik Trevadia, Managing Director, Juliet Apparels.

Retail presence

Presently, Juliet Apparels has a presence across five exclusive stores that have been operational for several years. The brand operates two stores in Guwahati, two on the outskirts of Hyderabad, and one in Tamil Nadu. In addition, it is present in more than 10,000 multi-brand outlets across India. Online, the brand is available on major e-commerce platforms, although the majority of its business continues to come from offline retail channels.

“Even without major digital or performance marketing spends, we generated a healthy amount of organic revenue. Currently, e-commerce contributes around 8–10 percent of our overall business,” noted Trevadia.

Internationally, the brand has expanded across key global markets including the UAE, Sri Lanka, Nepal, and Mauritius.

“Currently, 15 percent of our sales comes from international markets,” added Trevadia.

Expansion plans

Juliet Apparels plans to aggressively roll out Exclusive Brand Outlets (EBOs) starting this year and is targeting the launch of 100 outlets by the end of 2027.

“Our primary focus for the first 100 stores will be Tier I and Tier II cities across India, as these markets have consistently delivered strong sales through our existing distribution network. However, we remain open to opportunities in metro cities as well,” shared Trevadia.

Apart from domestic expansion, the brand is focused on strengthening its footprint across the Gulf region. It is also exploring opportunities in South Asian countries and remains open to white-label manufacturing partnerships with international brands.

“Our immediate focus is on strengthening our presence in the Gulf region because consumer preferences and fittings are quite similar to the Indian market. We are also in discussions with potential clients in Mauritius and Mexico for further international expansion,” shared Trevadia.

Popular categories and future expansion

Juliet Apparels’ core business lies in undergarments and nightwear, which contribute nearly 70–80 percent of its total revenue. The remaining revenue comes from smaller categories such as loungewear and maternity wear.

“Innerwear and nightwear continue to be our strongest-performing segments,” said Trevadia.

Looking ahead, the brand plans to expand into kids’ innerwear while also exploring the athleisure segment. Additionally, it is evaluating opportunities in shapewear as part of its long-term growth strategy.

Staying relevant in the market

Juliet Apparels has remained relevant in the dynamic Indian market through its continuous focus on innovation in design, fitting, and product quality. The brand has also worked consistently to make its offerings relevant for younger consumers and Gen Z audiences.

“We continuously innovate our designs to stay relevant with younger consumers and Gen Z audiences. Consistency in quality and continuous innovation are the key reasons why we have remained relevant for five decades and believe we will continue to do so in the future,” explained Trevadia.

Manufacturing and design

Juliet Apparels operates a 2.5 lakh sq. ft. manufacturing facility in Guwahati and is equipped with state-of-the-art machinery and an in-house design team. Every fabric procured by the company undergoes strict quality checks, including lab testing for skin-friendliness and fabric composition. The company is also experimenting with functional fabrics, particularly for its upcoming athleisure line.

“Our design team regularly creates and tests samples, and we conduct market surveys to understand customer preferences. We also study international trends and adapt products for the Indian market through our own R&D processes,” highlighted Trevadia.

Growth targets and long-term vision

Juliet Apparels aims to achieve annual growth of around 10–15 percent and is targeting revenue of nearly Rs 450 crore within the next two years.

“Our key focus areas for the next few years are expanding our international business, scaling e-commerce aggressively, and growing our EBO network. We are also partnering with large clothing retailers to set up dedicated Juliet counters inside their stores,” concluded Trevadia.