India’s intimate wear market, is projected to grow from ₹66,703 crore in 2024 to ₹1,07,308 crore by 2029 at a compound annual growth rate (CAGR) of 10% between in this 5 year time frame. As the innerwear market is evolving and witnessing a shift towards premiumisation, modern consumers too are evolving, demanding comfort, style, and quality in equal measure.
Within this maturing landscape, a key player has emerged in the premium segment – amanté. amanté is redefining how lingerie and adjacent categories are perceived and consumed in a market which has long been under-served. With a portfolio spanning lingerie, athleisure, sportswear, sleepwear, shapewear, swimwear, and loungewear, the brand is positioning itself to meet the lifestyle aspirations of India’s new-age women.
In an exclusive interview with Editor, IMAGES Business of Fashion, Surabhi Khosla, Deepak Jain, CEO, amanté talks about his brand and how backed by its commitment to innovation, sustainability, and global best practices, amanté is setting the stage to become the most aspirational and admired intimate wear brand in the country.
Excerpts from the freewheeling chat…
BRAND & MARKET POSITIONING
Tell us about amanté. What gap does the brand fill in the Indian lingerie market?
amanté is a premium intimate wear brand committed to redefining the category for the modern Indian consumer. Our vision is to become the No.1 premium, aspirational, and most admired intimate wear brand in India.
The Indian lingerie market has traditionally been underserved when it comes to offering products that balance innovation with uncompromised comfort. At amanté, we address this by focusing on next-to-skin garments that deliver extreme comfort and a “feels-like-air” experience, while still being stylish and aspirational.
Our aim is to bring innovation into every aspect of intimate wear—from fabric technology to fit engineering—so that Indian women have access to lingerie that is not only aesthetically appealing but also tailored to their lifestyle and comfort needs.
How do you differentiate from both international and Indian lingerie players?
amanté sets itself apart by combining global standards with a deep understanding of the Indian woman. International brands, despite their strong design credentials, have not yet been able to truly crack the Indian fit. Domestic players, while accessible, often compromise on quality, comfort, and the premium look and feel that discerning consumers seek. amanté bridges this divide by delivering international-quality products engineered specifically for the Indian body profile. Our focus on superior fabrics, precision fits, and elevated aesthetics positions us as the brand that truly understands and serves the modern Indian woman better than any other player in the market.
PRODUCT & INNOVATION
How do you balance style, comfort, and functionality in your designs?
At amanté, we believe style, comfort, and functionality are not trade-offs but essentials that must coexist in every design. Our approach begins with consumer insights, ensuring we understand what the modern Indian woman expects from her intimate wear—be it all-day comfort, versatility, or aspirational style.
We integrate style, comfort, and functionality by design—not by compromise. Every product starts with advanced fabric innovation, using breathable, lightweight, and stretch-friendly materials that ensure a “next-to-skin, feels-like-air” experience. We apply fit engineering tailored to the Indian body profile, supported by rigorous trials to guarantee precision and all-day comfort.
Functionality is built in through thoughtful details—whether it’s moisture-wicking fabrics for sports bras, wire-free support for everyday wear, or seamless finishes for invisible layering. This technical foundation is then overlaid with contemporary aesthetics, so that every garment not only performs exceptionally but also embodies the aspirational style that defines amanté.
What role does fabric innovation or technology play in your collections?
Fabric innovation and technology are central to amanté’s approach. By integrating seamless construction, advanced shapewear engineering, and sustainable textiles, we ensure every garment delivers superior comfort, precise fit, and effortless performance.
Are there India-specific design adaptations you’ve made compared to global lingerie trends?
Absolutely. While global lingerie trends provide design inspiration, Indian women have unique body profiles, climate considerations, and lifestyle needs that require thoughtful adaptation. Our focus on fit engineering tailored to Indian body shapes and breathable fabrics suited for warmer climates, and versatile designs that work seamlessly under everyday attire are all India-specific adaptations.
RETAIL & DISTRIBUTION STRATEGY
What is your strategy for expanding your offline footprint?
amanté is focused on expanding its offline presence strategically. We plan to:
- Open 100 new Exclusive Brand Outlets (EBOs) over the next 18 months
- Double the number of Multi-Brand Outlet (MBO) doors within a year
- Achieve 100% presence in all Shop-in-Shops (SiS) across key partner stores
This approach ensures that our premium products are accessible to consumers nationwide, while maintaining the brand experience and visibility.
Our expansion plans include strategically increasing our presence in Tier 2 and emerging cities through EBOs, MBOs, and Shop-in-Shops, ensuring that women across India have access to premium, well-fitted, and stylish lingerie without compromising on brand experience.
What percentage of sales do you foresee coming from online vs offline?
We will continue to be an offline-first, full-price brand, focusing on delivering a premium in-store experience. We anticipate that over 90% of our sales will come from offline channels, reflecting our commitment to curated brand touchpoints and aspirational positioning, rather than competing on heavy discounts.
Our online presence will complement this strategy, offering convenience and brand accessibility while reinforcing the premium and full-price ethos of Amanté.
What is your pricing strategy?
amanté follows a premium pricing strategy, positioning products from mid-premium to premium price points. Our focus remains on delivering exceptional value through superior fabrics, precise fit, and contemporary design, without competing with mass or mid-premium segments.
This approach reinforces our premium brand positioning, ensures consistency across offline and online channels, and builds long-term consumer trust and loyalty.
DIGITAL PUSH
What role does social commerce play in driving sales?
Social platforms help in building brand awareness and engaging with our target audience, particularly among urban, aspirational consumers. Platforms like Instagram and collaborations with influencers allow us to showcase our premium collections, educate consumers on fit and fabric, and inspire confidence in their purchase decisions.
While offline channels remain our core sales drivers, social commerce helps amplify our reach, reinforce brand positioning, and create meaningful connections with the modern Indian woman.
Are you exploring data-driven personalisation for repeat customers?
Yes, this is a key focus for amanté. By analysing purchase behavior, fit preferences, and style choices, we aim to offer tailored recommendations and curated experiences for repeat customers.
This approach helps us strengthen consumer loyalty, enhance satisfaction, and reinforce our premium, aspirational positioning, ensuring every interaction feels thoughtful, relevant, and aligned with the individual’s needs.
SUSTAINABILITY & ETHICS
How do you approach sustainability in fabrics, packaging, and supply chain?
Sustainability is a core focus at amanté. In fabrics, we are introducing eco-friendly, responsibly sourced materials that minimise environmental impact without compromising comfort or quality. Our packaging uses recycled and recyclable materials, while our supply chain is designed for efficiency, reduced waste, and ethical practices.
By integrating sustainability across product design, packaging, and operations, we aim to deliver premium intimate wear that is responsible.
Is ethical manufacturing a consumer demand you’re seeing in lingerie?
Yes, ethical manufacturing is increasingly important to Indian lingerie consumers. Today’s women are more conscious of how their products are made, valuing transparency, fair labor practices, and responsible production alongside style and comfort. amanté ensures its manufacturing processes adhere to ethical standards, reinforcing trust and aligning our brand with the expectations of the modern, socially conscious consumer.
FUTURE OUTLOOK
What’s your expansion roadmap for the next 3–5 years?
Over the next 3–5 years, amanté aims to significantly expand its footprint across India. We plan to establish a minimum of 500 Exclusive Brand Outlets by 2028, maximise our presence in Multi-Brand Outlets across cities and towns, and achieve complete coverage in all Shop-in-Shops.
Additionally, we are exploring strategic brand collaborations to enhance visibility and offer curated experiences. This expansion roadmap is designed to ensure that amanté remains the preferred premium intimate wear brand, accessible while maintaining its aspirational positioning.
