Modenik Lifestyle is accelerating its premiumisation strategy, with women’s lingerie brand Enamor emerging as the company’s fastest-growing business and a key pillar of its long-term growth plans, according to Chief Executive Officer and Executive Director Shekhar Tewari.
The innerwear company, which houses Enamor, Dixcy Scott and Levi’s Innerwear under its portfolio, expects its business mix to shift significantly in favour of premium categories over the coming years as consumer demand continues to evolve.
Tewari said Dixcy currently accounts for around 70% of the company’s business, while Enamor contributes approximately 25%-26% and Levi’s around 3%-4%. However, he indicated that the contribution from premium segments is expected to increase, with the overall mix moving closer to 66:34 as premium categories grow at a faster pace than the mass-market segment.
Enamor represents one of the most promising growth opportunities within the Indian fashion retail market. He stated that the brand is expected to grow at nearly double the rate of Dixcy, supported by the increasing formalisation of India’s largely unorganised women’s lingerie market.
He noted that while the women’s lingerie market is comparable in size to the men’s innerwear segment, it remains underpenetrated by established brands. As consumer preferences shift towards branded products, Enamor is well positioned to benefit from the transition.
The brand currently operates 80 exclusive brand outlets and is targeting close to 100 stores by the end of the year. Beyond that, the company sees potential to add another 100 outlets over the next two to three years.
Enamor is also witnessing strong growth across digital channels. More than 30% of the brand’s revenue now comes from online platforms, including e-commerce and quick commerce channels, making digital retail one of the fastest-growing parts of the business.
Tewari observed that consumers are increasingly comfortable purchasing intimate apparel online and said success in the category depends on offering the right product assortment while simplifying the shopping experience.
