The Hindu Business Line : Sri Lankan co launches lingerie brand in India

Speaking to Business Line, Mr Ajay Amalean, Director, MAS, said the brand has been designed specifically for Indian women. Its target will be the middle- and upper-middle class consumers. Prices range from Rs 295 to Rs 995. The bulk of the range, called Confidence, accounts for 60 per cent of the collection and will be priced between Rs 495 and Rs 695.

The Amante lingerie will be made in Sri Lanka and distributed through large-format retail stores such as Lifestyle and Shoppers’ Stop, regional multi-brand outlets such as Hi-Style and Naidu Hall’s Mermaid in Chennai, and gradually, through franchised exclusive outlets, Mr Venkatesh Rajamani, CEO, Amante, said. The brand is being launched in the South and the company will expand to the North and the West in the first half of 2008. The brand will be marketed mostly through below-the-line activities.

MAS Holdings is the single largest supplier to Victoria’s Secret, and a preferred supplier to GAP and Nike.

Its other clients include Reebok, Adidas, Marks & Spencer and Triumph. Of its $750-million turnover, $150 million comes from supply of fabric, laces and trims while $600 million comes from apparel exports. Intimate wear accounts for 70 per cent of this figure, and the rest is contributed by sports and performance wear.

The company has design studios in Sri Lanka and London. It has 39 manufacturing facilities across eight countries (including three in India) straddling all aspects of production and supply.

Mr Amalean said none of the apparel made by MAS is sold in Sri Lanka. The company even has its own brand protection unit to guard against counterfeiting in the country. Amante is the first brand MAS is launching on its own. It has earmarked an investment of $10 million for this venture. Once the brand stabilises here, it will be taken to Sri Lanka and other neighbouring countries and then to West Asia, Mr Amalean said.

Last year, MAS Holdings announced it would be setting up an integrated textile and apparel park (special economic zone) in Nellore district of Andhra Pradesh with other partners. The investments in the SEZ will cross $150 million.

More Stories on : Brands | Readymade Garments

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Daihatsu willing to partner with Toyota

Honda to roll out India-specific cars

Parveen Travels opens ‘PitStop’ in Chennai

Videocon bullish on tie-ups with retailers

Pantaloon hiring women to work part-time

International Animation Day

Roca designer bathrooms

French Connection UK opens store in Pune

Sri Lankan co launches lingerie brand in India

Bus ticket bookings take real-time route

PepsiCo unveils Tropicana Twister

Amara Raja PowerZones

Skoda Auto may roll out 1.6-litre Octavia variant

SBI ‘Easy’ card payment option