What Enamor does

Enamor is a Bangalore-headquartered Indian intimate apparel brand founded in 2001, operating as a private company with 251-500 employees and a direct-to-consumer model spanning its own e-commerce platform (enamor.co.in) and 115+ physical retail stores across India. The company sells women's bras, panties, shapewear, athleisure, bridal wear, and lifestyle essentials, with a price range from ₹263 entry-level beginner products to ₹6,999 luxury designer pieces. The product portfolio is segmented into clearly defined use cases — everyday, sports, bridal, nursing/maternity, beginner, plunge, full-support, bralettes, T-shirt, minimizer, and shapewear — supported by a wide fabric assortment (bamboo cotton, stretch cotton, polyamide, nylon, polyester) and a size and style guide infrastructure.

The company's core technology is concentrated in seven proprietary fabric and construction platforms: Bamboo Cotton (a 67% bamboo / 27% cotton / 6% Mobilon blend with antimicrobial and absorbency claims), CloudSoft (invisi neckline cotton bonding), Fabcool (antimicrobial jiggle control with cooling cotton), Flexifree (360-degree seamless flex), Intellifresh (antimicrobial finish), Transform M-Frame (contour superlift shaping), and Bodysync (body-synchronization technology for personalized fit). These platforms anchor the brand's comfort-led positioning and are supplemented by a celebrity brand ambassador relationship with Taapsee Pannu (headlining the Bamboo Cotton Collection) and an exclusive designer collaboration with Papa Don't Preach, showcased at Lakme Fashion Week.

Enamor generates revenue through one-time direct product sales, with no subscription or recurring component. The company sells exclusively through its own channels — no third-party marketplaces or wholesale distribution are disclosed — retaining full control over pricing, margins, and customer data. The customer base is fragmented across individual women consumers spanning six personas/use cases (everyday comfort, bridal, beginner, nursing/maternity, active, and shapewear seekers), implying a low-concentration, high-volume revenue mix. Marketing is executed through owned social channels (Facebook, Instagram, YouTube, Twitter, Pinterest), celebrity and fashion-week visibility, and content-driven mid-funnel assets such as a bra size calculator. The company is led by CEO Shekhar Tewari and is backed by Faering Capital and India Alternatives Private Equity Fund following a disclosed 2012 growth capital round of approximately $3.6M.

Name

Enamor

Legal name

Enamor

Website

https://enamor.co.in

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

251–500 employees

Short description

Enamor is a Bangalore-based Indian intimate apparel brand founded in 2001 that designs, manufactures, and sells women's bras, panties, shapewear, athleisure, and bridal wear through its own e-commerce platform and 115+ retail stores, using proprietary fabric technologies and celebrity/designer collaborations.

Ownership category

akta.pro rank

Product category

Women's Intimate Apparel

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (458110)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Shapewear & Body Contouring (CRAAAIAC), Panties & Briefs (CRAAAIAB), Intimates Accessories (Hosiery, Garters, Lingerie Care) (CRAAAIAI)

Keywords

• Women's intimate apparel
• Bras and panties
• Shapewear products
• Athleisure wear
• Bridal lingerie

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Enamor generates revenue through direct-to-consumer sales of intimate apparel including bras, panties, shapewear, athleisure, and bridal wear. Products are sold at fixed price points through owned e-commerce and retail stores with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels10 records

Core offering

Enamor designs, manufactures, and sells women's intimate apparel — including bras, panties, shapewear, athleisure, bridal wear, and daily essentials — under its own brand through a direct-to-consumer model. Products are distributed via the owned e-commerce site enamor.co.in and 115+ physical retail stores across India, with comfort-focused proprietary fabric and construction technologies differentiating its ranges across price tiers from beginners to premium designer collections.

Product overview

Enamor is an intimate wear brand offering a comprehensive portfolio of bras and panties across multiple categories including Fashion Bras, T-Shirt Bras, Sports Bras, Bralettes, and shapewear. The brand features specialized lines for different needs such as Beginners Bras, Nursing/Maternity Bras, Minimizer Bras, Full Support Bras, Plunge Bras, Wired and Non Padded Bras. Beyond core intimates, Enamor provides Athleisure activewear, Bridal wear collections, and innovative sub-brands like Bodysync for body-synchronizing comfort technology. The brand collaborates with designers such as Papa Don't Preach and celebrities like Taapsee Pannu for limited collections including the Bamboo Cotton eco-friendly line and seasonal Spring Summer'26 releases.

Differentiator

Problem solved

Functional benefit

Products and services

• Bras

Quantifiable outcome

• Bamboo Cotton fabric is 3X softer and 4X more absorbent than conventional fabrics
• +1 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Papa Don't PreachflagshipStrategic or Co-development PartnerExclusive high-fashion limited edition collection collaboration between Enamor and designer brand Papa Don't Preach. The collection was featured at Lakme Fashion Week and features celestial-themed intimate wear including corsets, babydolls, strapless bras, and luxury robes with couture craftsmanship, intricate handwork, and celestial hues. Collection pieces priced from ₹1,999 to ₹6,999.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Zivame: India's largest online-first intimate apparel brand, offering bras, panties, activewear and sleepwear via owned e-commerce and marketplaces; merged into Myntra/Flipkart. Direct comparable as Indian multi-category intimate apparel DTC brand targeting the same consumer and product set.
• Clovia: Indian direct-to-consumer intimate apparel brand offering bras, panties, shapewear, sleepwear and loungewear through online and offline channels. Operates in the same categories and geographies as Enamor with a similar premium- DTC positioning.
• Amante (MAS Holdings): India-focused intimate apparel brand owned by Sri Lankan apparel group MAS Holdings, selling bras, panties, sleepwear, activewear and shapewear across online and offline channels. Direct competitor with comparable size, range and premium positioning.
• Van Heusen Innerwear (ABFRL / Aditya Birla): Indian intimate wear label from Aditya Birla Fashion and Retail, offering bras, panties, athleisure and shapewear through large omnichannel retail. Comparable on premium-masstige intimate-apparel positioning and Tier I/II distribution in India.

Broad incumbents

• Jockey International (India): Global intimate apparel and activewear brand with a strong India presence focused on men's and women's innerwear, activewear and sleepwear via department stores, LFS and online. Comparable on category leadership and omnichannel scale rather than DTC focus.
• Hanesbrands: Global intimate apparel incumbent owning Hanes, Bali, Maidenform and Bonds, with broad category and channel reach. Useful comparable for category economics and competitive intensity in intimates and shapewear even though largely US/EU focused.
• Victoria's Secret & Co. Global lingerie and intimates leader with bras, panties, sleepwear and shapewear assortment. Less directly competing in India today, but a relevant comparable on premium intimate-apparel brand-building, designer collaborations and shapewear execution.
• Calvin Klein Underwear (PVH): Premium designer intimate apparel brand with bras, panties, loungewear and shaping; distributed globally including via Indian retail. Comparable on premium brand positioning, designer-collaboration strategy and tiered pricing architecture.

Emerging players

• Boody: Global DTC brand built around bamboo-based intimate apparel and activewear, with comparable bamboo-cotton fabric differentiation (3X softer, antimicrobial claims). Closest tech-and-fabric comparator to Enamor's Bamboo Cotton line though primarily selling in Western markets.
• ThirdLove: US DTC intimate apparel brand built on proprietary half-cup sizing, fit technology and direct-to-consumer retail — a useful operational benchmark for Enamor's fit-tech stack (CloudSoft, Bodysync, Flexifree) and DTC data flywheel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/EnamorIndia
• YouTubeyoutube.com/user/enamorindia
• Facebookfacebook.com/EnamorIndia
• Instagraminstagram.com/enamorindia
• Pinterestin.pinterest.com/enamorindia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Enamor