Enamor
Modenik Lifestyle · India
Enamor is an Indian lingerie brand owned by Modenik Lifestyle. It is best known for bras and for its Fabulous as I am brand platform.
| Owner | Modenik Lifestyle |
|---|---|
| Country | India |
| Core product | Bras |
| Brand platform | Fabulous as I am |
| Website | enamor.co.in |
What is Enamor?
Enamor is a lingerie brand from India owned by Modenik Lifestyle. Its core product is the bra, offered in a range of everyday styles including padded, non padded, wirefree and T shirt bras.
Products and positioning
Enamor positioned itself between two traditional extremes of the Indian lingerie market: products sold purely on comfort and modesty, and products sold as tools of seduction. Its Fabulous as I am campaign moved the focus away from the garment and onto the woman wearing it.
- Everyday and T shirt bras
- Wirefree and shaper bras
- Padded and non padded styles
Following the campaign, the brand reported sales growth of almost 30 per cent alongside gains in brand salience, consideration and preference.
Distribution
Enamor products are sold online in India, including through fashion platforms such as Nykaa Fashion.
Why it matters
Enamor is often cited as a case of an Indian lingerie brand that changed the category's communication codes, using an emotional, confidence led message in a market long dominated by unbranded products.
Frequently asked questions
Who owns Enamor?
Enamor is owned by Modenik Lifestyle.
What does Enamor sell?
Enamor sells lingerie, mainly bras in padded, non padded, wirefree and T shirt styles.