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Bangalore, March 13 Amante, the lingerie brand from Sri Lanka-based MAS Holdings, is betting big on the Indian market. The brand, which is present in South India, Delhi, Mumbai and Kolkata, through 28 retailers — across multi-brand outlets and select departmental stores — wants to expand to 100 stores by December this year. It is also “trying to evaluate” possibilities of setting up exclusive retail outlets in the country, either through a joint venture or the FDI route.

The company wants to use India as a launch pad to explore other markets as well. When MAS Holdings, which manufactures intimate apparel for Triumph and Victoria’s Secret, decided to test the waters with its own brand, it chose India and entered the market late last year. Said Mr Venkatesh Rajamani, CEO, Amante, “India is a large market, with lot of brands coming here. We thus wanted to get our act right here before we expand into other markets, including Sri Lanka, which is a small market for lingerie.”

The brand soon wants to expand to markets such as Sri Lanka, Far East and West Asia.

The organised lingerie market in India is estimated at Rs 600-700 crore, said Mr Rajamani. Amante is present in the value premium segment and is priced between Rs 295 and Rs 995.

The brand also plans to come out with the ‘Amante’ range of swimwear in India.

More Stories on : Brands | Knitwear & Hosiery

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