Vivek Mehta, CEO, amanté

“When amanté entered the market there were only two serious players in the branded premium lingerie category. Ever since multiple brands have come and gone. The sheer number of the target group makes it a very attractive market for many brands. Amongst this the cheap import stock available does attract the consumers. However, consistent quality and latest designs updates from our design houses we have been able to deliver to the promise of giving unmatched value to the consumer , thus having a loyal base across cities. Our strength lies in over 25 years of understanding the global consumer, and bringing those learnings to the consumer in India and Sri Lanka, with superior design, quality and value. Product is clearly the strength for the amanté brand and the superior quality is clearly recognised and appreciated by the Indian consumer. Strengthening this further, we are launching a whole new product line with new range added every month to give  the consumer a wider choice. The product will be at the core of everything. We will be launching a whole new range of products this year which will be in line with the new positioning and brand values. The new styles that we will launch will change the game and do the talking for our brand. In addition, the brand will focus on winning in the consumer mind through its presence in retail, and increasing distribution across cities. We have recently launched a world class store in Colombo and we are working with our international partners to bring that experience through superior design at our large format retailers. Also the imagery will be changed for Spring Summer to speak of our new positioning, which has evolved to connect with the consumer emotionally.”