"Amanté was also one of the first lingerie brands to partner with Amazon in the Indian market and uses the same 'glocal' approach. The Drum spoke with Smita Murarka, head of marketing and ecommerce for Asian lingerie brand Amanté to find out more about Amazon association. She said, "Amanté is already available on Amazon. We value all retail partnerships and believe in growing consumerism together.""
"Amanté focuses on adding value to the Indian consumer through its products and communication. We are committed to educate the consumers on the right fit, and choosing the right pair of lingerie to match an outfit. Our strategy focuses on 360-degree marketing tools for brand building, and digital and on ground; from driving conversations and making the consumers more aware of the impact of lingerie on their overall appearance and confidence levels."
India's cultural mindset toward lingerie advertising has shifted from taboo to greater acceptance, enabling brands to promote women-related products more openly. Asian lingerie brand Amanté launched digital advertisements and a lingerie fashion show to meet Indian consumer demand. Amanté partnered early with Amazon in India and applies a 'glocal' approach offering international quality adapted to market needs. The brand emphasizes educating consumers about proper fit and selecting lingerie to complement outfits. Marketing efforts deploy 360-degree tools across digital and on-ground channels to drive conversations and awareness about lingerie’s impact on appearance and confidence. Ecommerce growth has become a substantial channel for Amanté.
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