As Indian lingerie brands struggle against international biggies, Enamor attempts to hold fort

Image courtesy: Enamor via Facebook

Synopsis
Despite the women’s category being a dominant contributor to the revenue of the Indian innerwear market, the sales of traditional lingerie makers continue to be terribly low. Yet, Enamor has managed to stay amongst the market leaders. The company in 2019 was acquired by Advent International, a US-based private-equity investor. What does this mean for its future?

Lingerie shopping in India is a lot more inclusive and private in 2021. Thanks to the Internet, most women can now spend hours figuring out the perfect size and scroll through pages of designs before choosing the right innerwear. The millennial and Gen Z women are spoilt for choices, available both online and offline. But two decades ago, besides the embarrassment one felt while buying innerwear at the neighbourhood fancy store, one also had to