Indian consumers vote amante as 'Product of the Year'

27 Mar '10

3 min read

amanté, the world-class Sri Lankan lingerie brand has been feted for innovation by the Indian consumers in the largest independent survey carried out in India. 'Product of the Year' (POY) is the global consumer recognition standard in retail products adopted by 28 countries over 23 years. The survey which covers 36 categories was conducted by AC Nielson across 30,000 consumers in India. amanté, released exclusively in India, won in the lingerie category for its Coordinated Set. The award was received by Mr Ajay Amalean, Managing Director of amanté at a prestigious ceremony on March 06th 2010, in Mumbai, India.

The products that were recognized as the Coordinated Set included the Floral Romance Bra, an elegant full cleavage t-shirt bra, and the 'second-skin' Silicone Floss Panty, made of ultra-soft premium fabrics. While the bra's 2mm pad ensures a smooth appearance, the panty's silicone floss bonding ensure that no panty lines are visible. Both are truly international products, which are designed and manufactured for the modern woman. This was the first time a lingerie product was voted as 'Product of the Year' indicating the fact that amante has perfectly understood their Indian consumer.

In an era where brands tussle for consumer mind-space, the most effective avenue for amanté has proven to be their value premium positioning and customer centric innovation. Their customer base consists of discerning and enterprising women, who appreciate and value quality intimate apparel. This is exactly what amanté has offered them.

The jury, comprising of industry leaders, senior journalists, eminent personalities and representatives of consumer groups first validate all entries. Once these products are validated, the consumer voting process is carried out. Winning products gain instant shelf recognition, with reported increase of sales for previous winners. This award raises the benchmark for innovation and is a clear consumer verdict. "The Product of the Year formula is very simple. It is a value chain that is created by the consumer and the manufacturer through a continuous process of evaluation by both. The consumer judges the best innovations. The manufacturer strives to better it through better understanding and insights that the POY survey provides," says Charulata Ravi Kumar, Chief executive Officer, Product of the Year, India.

Commenting on the award, Mr Ajay Amalean, Managing Director of amanté said, “This award is a clear indication of amanté's leadership in the Indian consumer market. Achieving this honour in less than two years from market entry is a tremendous achievement for us and augurs well for our future.”
The list of winners also included Garnier Age Lift Triactive for Anti-Ageing, Vaseline Healthy white for Body Lotions, HP Pavilion Desktops for desktop PCs, Lipton Yellow Label for Hot Beverages, LG Jazz Theatre Series for LCDs, and LG GD 900 Crystal for Phones.

Launched in India inthe Fall of 2007, amanté is a subsidiary of MAS Holdings, South Asia's largest supplier of niche market intimate wear. The brand embodies two decades of excellence by MAS in this field. With a vision to be the leading value premium lingerie brand in the Asian Region, amanté offers elegance, comfort and value to the Modern Asian woman. Their fully integrated supply chain and design offices in New York, London & Hong Kong offers a premier product set to the latest international trends and styling. Emphasising on the speciality of each product, just like the woman it adorns, amanté is currently sold in 233 retail outlets across 22 Indian states.

The 'Product of the Year' awards presentation will be aired on Star World and Star One on 21st March 2010 at 7.00 p.m.

MAS Holdings (Pvt) Ltd

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