Interview with Vivek Mehta

Vivek Mehta
Vivek Mehta
MAS Brands India and amanté
MAS Brands India and amanté

India has the highest growth potential as a market
Launched in India in the Fall of 2007, Amanté is a part of MAS Brands which is a subsidiary of MAS Holdings, one of South Asia's largest suppliers of niche market intimate wear. Vivek Mehta, CEO, MAS Brands India & Amanté, talks about the booming innerwear markets in Southeast Asia.

What is the size of the global innerwear industry? What percentage of it does South Asia claim?

The global lingerie industry is projected to be US$ 30 billion. In India, it is estimated to be US$ 3 billion. The Indian market has the highest growth projection due to the large population, making it a lucrative proposition for entry of strong international brands, and frequent brand launches by local players.

Amanté offers sportswear, swimwear, and sleepwear. How are these product baskets faring online and offline?

The response across channels for these categories has been encouraging. With these new categories available in India now, we are able to provide a complete range of intimate wear to consumers who shop across channels. This gives us more share of their wardrobe and helps our brand strengthen further. Our swimwear is fashion blended with functionality, offering a wide range of silhouette options ranging from the modest one-piece dress, to tankinis, monokinis, bikinis and many more. 

There is something for everyone. Activewear by Amanté has premium seamless silhouettes that are a perfect blend of comfort and support, making it ideal for workouts. The range includes reversible sports bra, high impact stretch capris and tanks for the gym wardrobe. The consumer did not have much choice in quality in these categories till now. We have managed to fill the opportunity gap through these offerings. We are redefining intimatewear with the addition of these categories that cater to a wide audience.

Which point-of-sales are working well for Amanté? Which regions in India are driving sales?

Our category is a basic need for all women and our market cuts across channels and cities. Most of our channels are giving us the desired growth making us a leading premium lingerie brand across multiple channels. Our strength lies in superior products with comfortable fits that incorporate the latest trends, as seen in our seasonal launches. We tend to win more where the consumer gets to try our product, and endorses its quality. We have a lot of repeat customers who are loyal to the brand and who value the quality and style offered.

The scope of internet shopping is vast. Online channels are evolving and the lingerie category has become a strong category. A couple of years ago, we had very few players in the market, but now there are several brands making the base extremely fragmented. This is a cluttered shopping place currently, but future players will have relevant assortment and strengthen brand's positions. Today, we win amongst consumers who are aware about the brand and trust the offering. The e-business space has also helped us reach out to more users and turn them into loyal customers.

Any plans of adopting omni-channel retail?

Omni-channel is the future of leading brands in the country. Every brand will need to adopt it in some form. We have an aggressive expansion plan for exclusive stores and we would want to provide a seamless experience to offline and online consumers through an integrated loyalty programme. In addition, we are building our e-commerce capabilities to offer consumers a choice across the two platforms. For instance, if one does not find a product of the exact size or choice in the brand store, one may order it online from the store. We are going to marry the two needs of convenience and demand with the integration of online and offline and see it as a key strategy in offering an experience that helps us acquire more customers.

What are your expansion plans in Asia for the next two to three years?

India has the highest growth potential as a market for the future, and will continue to be an anchor market.  We are already in Sri Lanka and Pakistan, and are actively looking at entry into South East Asia and the Gulf.
Published on: 04/11/2016

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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