amanté Bringing Together Comfort, Quality, & Design in India's Premium Intimate Wear Market

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.

- Surabhi Khosla

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.