From manufacturing basic innerwear to becoming a household name in women’s bottom wear, Deepee Group has come a long way since its founding in 1986 by the late Devi Prasad Jhajharia. What began as a small-scale operation focused on vests and briefs has grown into a trusted and nationally recognized brand, transforming the landscape of women’s comfort and ethnic wear in India.
Devi Prasad Jhajharia’s vision was simple yet powerful: to offer superior quality products without compromise. This foundational belief was later carried forward by his sons, who took the brand to new heights with a strategic shift in 2009—marking a turning point in the Indian women’s bottom wear market.
That year, the group launched its flagship product: the Deepee® Twister-Churidar—a churidar-style legging made with a stretchable cotton-spandex fabric. Designed to offer maximum comfort, durability, and flexibility, the product was a hit across India. With over 150 vibrant colour options and a fit that flattered all body types, it soon became a staple in Indian wardrobes, redefining ethnic bottom wear for a new generation of women.
Encouraged by this success, Deepee Group expanded into the premium segment with the launch of Pink ‘n’ Purple™, a line of ankle-length leggings available in multiple sizes, catering to women seeking versatility in both ethnic and western styling. Whether paired with kurtas, tunics, or tees, Pink ‘n’ Purple became known for its flattering fit, breathable fabric, and adaptability—transitioning easily from ethnic ensembles to casual, everyday looks.
As the product line evolved, so did the group’s presence across India. Today, Deepee Group boasts a robust distribution network spanning over 19 states, making its products easily accessible to urban and semi-urban consumers alike. The group’s commitment to quality, innovation, and affordability has earned it the loyalty of both end customers and retail partners.
To amplify its reach and connect with consumers more meaningfully, Deepee Group made history in 2013 by becoming the first brand in the leggings category to introduce celebrity endorsement. Renowned actress Soha Ali Khan was the first face of the brand, bringing credibility and aspirational value to Deepee Twister. In 2019, actress Kriti Kharbanda joined as the brand ambassador, further reinforcing the brand’s youthful and stylish image.
The company’s Research & Development team has been a strong pillar of innovation. Keeping pace with emerging fashion trends and customer needs, the team continues to expand the product portfolio. One such innovation is the introduction of Knit Pants, a product that blends style with functionality. Whether used for ethnic wear, yoga sessions, or relaxed leisurewear, Knit Pants reflect the brand’s versatility and ability to create “fashion for every occasion.”
The consistent focus on quality and customer comfort has made Deepee Group a go-to name in the women’s fashion segment. Each product is designed to fit seamlessly into a modern woman’s dynamic lifestyle—whether she’s at work, at home, at the gym, or out with friends. The group continues to embrace inclusive sizing, trendy colours, and modern fabrics to meet the expectations of the contemporary Indian woman.
“As we look ahead, our mission remains clear: to be India’s most trusted name in women’s bottom wear by delivering style, comfort, and value,” said a company spokesperson. “From our founder’s vision in 1986 to where we are today, our journey has been shaped by a commitment to excellence and the trust of millions of women across India.”
With a strong legacy, a forward-thinking approach, and a growing product line, Deepee Group is all set to expand further across India and explore international markets, bringing its unique blend of comfort and fashion to the global stage.
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