Juliet Apparels, one of India’s most trusted women’s wear brands, is entering its golden jubilee year with an ambitious growth strategy, reaffirming its position as a pioneer in the lingerie and everyday wear segment. The nearly five-decade-old homegrown brand is gearing up to expand across Tier 2 and 3 markets, strengthen its international footprint, and roll out category-first innovations designed for Indian women.
From its origins in a modest Mumbai workshop to now serving over 2 million women annually, Juliet has built a legacy rooted in care, comfort, and inclusivity. With a sharp eye on the future, the brand is investing in digital-first strategies, retail expansion, and product innovation to meet the evolving needs of modern consumers.
Expanding Retail & Market Presence
Juliet has already established a strong multi-channel presence, retailing through 10,000+ MBO stores and leading e-commerce platforms such as Amazon, Flipkart, Myntra, Nykaa Fashion, AJIO, and Zivame. Now, the brand is:
- Increasing its retail footprint by 20% in the coming year, with a special focus on Tier 2 and 3 cities.
- Launching a premium brand showcase in Mumbai, featuring over 1,000 products across categories under one roof – a first-of-its-kind retail experience for Juliet.
- Committed to opening 50+ exclusive Juliet showrooms across India in the next five years.
Internationally, Juliet has already entered markets like the UAE, Sri Lanka, Nepal, and Mauritius, and is actively exploring further export opportunities as part of its long-term growth strategy.
Innovation Rooted in Care
True to its philosophy of ‘care stitched into every seam,’ Juliet continues to innovate with empathy:
- Relaunched Period Panty with eco-conscious packaging and a complimentary biodegradable sanitary pad in every pack.
- Upcoming launch of Seamless Lingerie designed specifically for Indian women’s body types and climate conditions, a category-first offering.
- Continuous refresh of its sleepwear (biannual) and lingerie (monthly) collections based on direct consumer feedback.
Commitment to Women & Community
As Juliet approaches its 50th anniversary milestone in 2026, it remains deeply committed to initiatives that empower women. Next month, the brand will launch a Breast Cancer Awareness campaign, building on its three-decade-long legacy of offering affordable mastectomy bras for women undergoing treatment.
Sustainability is also central to Juliet’s journey, with eco-friendly packaging and design practices gradually being adopted across product lines.
Future-Ready with Digital & AI
Juliet is actively leveraging AI in manufacturing and design to optimize resources, improve inventory management, and enhance workforce productivity. Its strong presence across e-commerce and social platforms ensures it stays digitally relevant while catering to India’s increasingly online-first consumers.
The Five-Year Vision
Over the next five years, Juliet aims to: Significantly scale Exclusive Brand Outlets (EBOs) from its current 5 stores in South India. Grow its customer base by 30% while maintaining its legacy of trust and inclusivity. Expand exports and introduce Juliet to more global markets.
“At Juliet, we have always believed fashion is not just about how women look, but how they live, feel, and express themselves. As we step into our golden jubilee, we are doubling down on growth, innovation, and purpose – ensuring every woman finds care, comfort, and confidence in our designs,” says Shashikant Trevadia, Founder & Chairman Juliet Apparels.
