MAS rolls out Amante brand for India

MAS Holdings has unveiled its own lingerie brand-Amante in India.

The $700 million MAS Holdings, which supplies products to Victoria's Secret, Marks & Spencer and GAP, has launched its value premium lingerie brand for the first time. Currently, the brand will be available in India alone.

Having launched the brand in Chennai and Bangalore, MAS Holdings plans to roll out Amante nationally mid-next year. Amante will be available at department stores and regional multi-brand outlets.

The company also plans to launch exclusive Amante outlets through the franchisee route. Priced between Rs. 295 and Rs. 995, Amante will cater to the mid to upper segment lingerie market. According to A. C. Nielsen estimates, the organised lingerie market in India is about Rs. 320 Crore.

Targeted initially at Indian consumer Amante will be made available in Sri Lanka, Pakistan and Middle-East.

"We chose India as the launch pad for Amante as proximity to India will enable on-time replenishment.

Also the scope for growth is higher in India with fewer organised players in the lingerie market.

We can become a big player in India as none of the existing brands have the manufacturing scale and complete supply chain integration," Ajay Kumar Amalean, Director of Amante said.

MAS Holdings also operates two manufacturing units-Intimate Fashion and Linear Fashion in Chennai and Intimate Clothing in Bangalore.

(Economic Times India)