Enamor, one of India’s leading women’s innerwear brands, is gearing up for a major brand overhaul aimed at connecting with Gen Z consumers. Set to launch in October 2025, the rebrand will move away from its decade-old ‘Fabulous As I Am’ positioning to reflect evolving ideas of femininity and comfort.
The refresh stems from internal research showing limited relevance among the 18–25 age group. “We’ve had strong resonance with working women and young mothers, but Gen Z needs a new language and mindset,” says Sandra Daniels, CMO & Category Head at Enamor. Rather than creating a new sub-brand, Enamor is evolving its identity while introducing platform-first, digital-led storytelling across Instagram, Snapchat, and Spotify.
Currently, bras contribute 70% of Enamor’s revenue, followed by panties (17%) and loungewear (13%). Innovation is a key focus-bamboo and cooling fabrics have already driven a 50% spike in sales. A new panty-focused campaign will roll out by July to boost cross-category buying.
Digital dominates the marketing mix with 60% of ad spend, up from 10% a few years ago. E-commerce platforms like Amazon and Myntra account for 30% of revenue, while 70+ EBOs across metros contribute the majority. Quick commerce is gaining traction among younger buyers.
With 80% of revenue still coming from top cities, Enamor sees strong demand emerging from tier-2 and tier-3 markets. As it readies for this transition, the brand is doubling down on product innovation, digital-first engagement, and inclusive messaging-firmly positioning itself for the next generation.
