India’s first multinational socks brand, Bonjour aims to open around 50 EBOs in the National Capital Region (NCR), with a store roughly every six to nine miles. The brand’s main focus is on high street locations, where it already has a strong presence. About 25 per cent of its expansion is planned in malls, high streets—especially in smaller cities.
The brand’s immediate plan is to expand outward from its base in the NCR. According to Raj Kumar Jain, Founder and Managing Director, in the first phase of its growth plan, the brand aims to cover states like Haryana, Punjab, Uttar Pradesh, and Himachal Pradesh, followed by further expansion into Western and Southern India.
Demographically, Bonjour has been focusing on consumers aged 25 and older. However, it now emphasizes on creating a brand image and feel that appeals to the 18-25 age group.
The brand’s growth strategy is centered on three key priorities: innovation, ease of availability, and sustainability. Its plans to introduce cutting-edge garment technologies to the Indian market and deliver products that combine exceptional comfort, durability, and superior design.
Additionally, Bonjour also plans to make its products more accessible for customers, ensuring they’re easy to find and buy. Sustainability is also a core focus, as the brand continues to prioritize eco-conscious practices in all its operations.
Established in 1988 in Delhi by Raj Kumar Jain, Bonjour initially operated from a rented factory in Delhi, The company is currently the only vertically integrated brand in the sector, with complete control over the entire production process—from making the yarn to packaging—spanning a massive 250,000 sq. ft. of factory space.
In 2007, Bonjour launched its first exclusive brand outlet (EBO), and about a decade ago, it ventured into the online space. Today, it serves over 17,000 retailers and 180 distributors across India and has expanded to more than 17 EBOs in regions like Delhi-NCR, Dehradun, and Ambala. The brand is also present in multi-brand outlets (MBOs), including small local stores and large-format retailers such as Lifestyle, V-Mart, and several others, especially in the Southern region.
Online, Bonjour has a presence on its own direct-to-consumer (D2C) website, major e-commerce platforms like Amazon and Flipkart, as well as quick commerce services like Zepto and Blinkit.
