lingerie segment in india which is believed to be in the range of rs 1000015000 has players which are smallbusiness owners midlevel players and those which operate in the premium category of the number the premium intimate wear category is estimated to be in the range of rs 700900 crore in india amante which is a part of mas brands subsidiary of mas holdings is one of south asias largest suppliers of niche market intimate wear the companys fully integrated supply chain and design offices in new york london hong kong offers a premium product set to the latest international trends and styling the brand which competes with the likes of triumph enamor ms claims to own around 25 market share of the premium lingerieintimate wear category today amante is available in 1200 touch points which is a combination of multibrand outlets mom and pop stores largeformat stores and its exclusive chain it also has a reasonable online presence with availability through its own site and ecommerce platforms like amazon myntra and jabong targeting young females around 2230 yearold the brand aims to take lingerie not only out of the closet but into the limelight this gifting season it has released a new digital film dare to be that celebrates a unique and unabashed relationship that women share as friends with each other today it is now aiming to break the status quo and introduce women to the concept of gifting lingerie to their best friend the insight of the new film is based on a recent survey that women perceive lingerie as personal and intimate making it a unique gifting option for the person they share lifes best moments with ones best friend to bring alive the spirit of the idea the campaign film portrays best friends who share a memorable lingerie gifting experience the campaign celebrates confident vibrant everyday women and their attitude aspirations and emotions which make them multifaceted and unique when asked about how will one know of a friends size and if this idea has any technical challenges smita murarka head marketing mas brandsindia shared that most women shop with their mothers or best friends and share the sizes and other details its a myth that women dont talk about such things with each other there is an information flow today there are lot of people who ask the other person what they want to be gifted that much information on the size can be very much exchanged also the younger audience who behave differently 2230 year old woman who is on digital and is not afraid to share her opinions for someone like her its not a challenge at all and thats why we are saying that if there is something you love then why not accept it as a gift from someone who is so close to you we believe that the new brand campaign will definitely keep people intrigued excited informed and involved amant was built on