Source : Just - Style

Sri Lankan apparel manufacturer MAS Holdings has succesfully launched its first own-label brand in India, called Amante, the brand's boss has told just-style.

The allure of Amante lingerie in India is clear to see, much to the relief of MAS after its debut collection.

Sales of the brand doubled in 2009 and are expected to grow 75% in 2010, says Ajay Amalean, the managing director of Amante and a director of the MAS Holdings main board.

"We have such strong growth because we started from a zero base, but we have done very well in India, because although many international brands attempted India, very few have been successful," he notes.

MAS, an apparel manufacturer for international brand names, launched Amante - its first own brand - in India, in October 2007.

Since then, the label has spread to 23 Indian states and found shelf space in about 240 department stores and multi-brand lingerie outlets. This is despite many international brands also entering India.

Amalean attributes growth to a "distinct Indian flavour" in terms of fit and colours sold.

"We measured over a thousand Indian ladies for the correct fit and the colour palate is adjusted to suit Indian preferences, although we source the styles from the latest international design trends and to international standards," he says.

The lingerie range includes antique rose, grape, black, white and skin tones, aimed at Indian woman between 25 to 45 years.

This year, in an Indian consumer survey by Neilson, Amante’s Coordinated Set was voted the ‘Product of the Year’ in the lingerie category.

Amante’s ‘value premium’ products that are priced between Indian Rupees 400 and 1,000 are made in a factory called Unichela located in Sri Lanka.