Enamor secures premium market lead with sustainability-focused strategy
5 May 2026, Mumbai
Enamor has officially appointed actor Taapsee Pannu as its brand ambassador, coinciding with the launch of its innovative ‘Bamboo Cotton’ collection. This strategic move signals a departure from traditional aesthetic-heavy marketing toward a functional, sustainable narrative titled ‘Unapologetic As I Am.’ The new range leverages a textile blend that is documented to be three times softer and four times more absorbent than standard cotton. By integrating antimicrobial properties and moisture-wicking technology, Enamor is directly addressing the technical requirements of the Indian climate. Industry analysts view this as a decisive attempt to capture the growing ‘wellness-wear’ segment, where the domestic innerwear market is projected to expand at a compound annual growth rate (CAGR) of over 10 per cent through 2026.
Institutional growth and multi-channel scalability
Under the parentage of Modenik Lifestyle, which reported a revenue of Rs 1,220 crore for the fiscal year ending March 2025, Enamor is transitioning into a data-driven, premium powerhouse. Shekhar Tewari, CEO, Modenik Lifestyle, characterized the expansion as a bold disruption of the category, focusing on ‘inside-out’ consumer confidence rather than external validation. This commercial realignment is supported by a robust distribution network spanning exclusive brand outlets and high-traffic e-commerce platforms. As sustainable innerwear demand rises by nearly 30 per cent globally, Enamor’s investment in eco-friendly fibers positions it to lead the transition from basic utility to high-performance, ethical fashion.
Brand architecture and market scope
Launched in 2001 as a joint venture with Barbara of Paris, Enamor specializes in premium lingerie, athleisure, and nightwear. Its primary footprint spans major Indian metros and digital marketplaces, catering to the ‘affordable luxury’ segment. The brand aims for aggressive double-digit growth by 2027, leveraging its 120,000-plus retail touchpoint network.
Get in Touch! 
