Amanté
MAS Holdings · Sri Lanka
Amanté is a premium lingerie brand launched in India in 2007 by MAS Brands, a subsidiary of Sri Lanka-based apparel manufacturer MAS Holdings. It makes bras and other intimate apparel for women.
| Owner | MAS Holdings (via MAS Brands) |
|---|---|
| India launch | 2007 |
| Category | Premium lingerie |
| Parent base | Sri Lanka |
| Website | amante.com |
What is Amanté?
Amanté is a premium lingerie brand built by MAS Holdings, the Sri Lankan apparel group known for designing and manufacturing for major international brands. In India the label is run by MAS Brands, a wholly owned subsidiary of MAS Holdings, and it was launched in the Indian market in 2007.
Products and positioning
The brand specialises in women's intimate apparel, with bras at the core of its range alongside wider innerwear. It is positioned in the premium segment, offering branded lingerie in a market where a large share of sales has traditionally been unbranded and sold through neighbourhood stores.
Background
Amanté allowed MAS Holdings, primarily a manufacturer for other labels, to build a consumer brand of its own. The company has used India as the main market for this ambition, working to compete with both international and domestic lingerie brands as the organised lingerie market there develops.
Why it matters
Amanté is a notable case of a South Asian supplier moving up the value chain from contract manufacturing into branded retail, applying its lingerie production expertise to a consumer-facing label.
Frequently asked questions
Who owns Amanté?
Amanté is owned by Sri Lanka's MAS Holdings and run in India by its subsidiary MAS Brands.
When was Amanté launched in India?
Amanté was launched in India in 2007.