Amante unveils new styles, plans 20 stores in two years

In a short span of time, intimate wear Amante has managed to become a favourite among Indian women with its designs and comfortable styles. In five months, it has managed to open four stores and now plans to launch 20 more in the next two years. The brand is growing and hopes to become bigger by the day.

Amante introduced more functional silhouettes in everyday cotton fabric. Their winner products of multiway and pushup bra come in cotton in addition to the microfibre fabric. Their colour palettes are in line with international trends. Currently, summery colours like coral, white smoke, tiger lily and Moroccan blue are being used.

Lingerie is no more hush-hush topic

The secretiveness attached to lingerie in India has gone with time. A lot of it has to do with the exposure to western trends and online lingerie stores selling intimate wear. “In fact, women are seeking and participating more in conversations online. Social channels show that there is a lot of eagerness for information on lingerie. With changing wardrobes the need for buying solution based lingerie is growing and women want to spend on the category more than before,” says Smita Murarka, Head, Marketing and E-commerce, MAS Brands India.

Innerwear a growing market

Innerwear retail in India is pegged at Rs 18,000 crores and is expected to grow at CAGR of 13 percent. Innerwear has been greatly influenced by fashion and for youngsters today, it is a style statement. Different fabrics like Lyocell, Micromodal Lycra, Tensil Lycra, Modal Lycra etc have become an intrinsic part of innerwear.

In India, lingerie is divided into premium and mass brands, where almost 80 percent of the market is in the mass brands segment, average price points being as low as Rs 150. “Most of this segment is unorganised with low quality products. Only when consumers become more aware of the category and move up the value chain, the dynamics of the category will shift,” believes Murarka.

Amante has expanded its portfolio and as Maurarka explains, “We have expanded our portfolio across categories of intimate wear. Our exclusive stores and website retails a wide range of swimwear, active wear and sleepwear. In lingerie, we have added a lot of styles in everyday usage which are solution driven like a perfect shapewear bra, cotton multiway and push up. With this, we are offering a complete range of intimate wear to our consumers.”

In recent years, online retailers have added a new dimension in making brands like Amante reach more consumers, which was limited through physical retail stores. This channel will continue to fuel growth for most lingerie wear including Amante and be significant contributor in the process.