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Enamor brand lingerie launched

PTI - Bangalore

Gokaldas Intimatewear has launched Enamor, a new lingerie brand aimed at capturing 20 per cent share during the first year of the Rs 160 crore high-end branded lingerie market in the country.

A 65:35 joint venture (JV) between Bangalore-based Gokaldas Images and the Euro 70 million French lingerie company Barbara, Gokaldas Intimatewear is positioning its brand of bras and panties in the Rs 115 to Rs 400 price segment.

“Enamor will initially be available across departmental stores, multibrand outlets and smaller lingerie stores in Bangalore, followed by other markets in the South,” Mr Jagadish Hinduja, group managing director, Gokaldas Images told reporters here. The JV is investing Rs 12 crore in the project.