MAS has launched the Indian operations under the brand name Amante. This brand has been specifically designed for the Indian women. Targeted at Middle and Upper-Middle class, the Amante Lingerie collection will be made available in the price range of Rs 295 to Rs 995. Just like how Moods gave the Indian men a punchline – Act with Confidence, Amante has launched Confidence collection which accounts for 60% of its merchandise priced between Rs 495 and Rs 695.
Amante Lingerie will be made available at Lifestyle and Departmental stores such as Shopper’s Stop, regional multi-brand outlets such as Hi-Style and Mermaid in Chennai and gradually through franchisee and exclusive Lingerie outlets.
Organised retailing of Lingerie still has a long way to go as the market is mere Rs 320 crore and MAS wants to encash on this, with the retail boom in India.