'Enamor' ties up with HomeShop18

Media News

New Delhi, May 17, 2010

HomeShop18, India's only 24 hr shopping channel from the Network 18 group has tied up with the luxury inner wear brand, Enamor, marking its expansion in the innerwear category. This is the first time a premium inner wear brand would be sold through the medium of TV shopping. Enamor, widely known for its exquisite range of undergarments for women across all age groups, will now be available in around 3000 cities where the channel reaches. Famous model and celebrity grooming expert, Mehar Bhasin will join the "Enamor" show to educate women on the importance of choosing the right fit inner wear and help them understand the health hazards caused by wearing ill fitting innerwear. The first show goes on air today (17th May) at 11:30 a.m.

The Enamor range is popular for its beautiful fit, fabric and contemporary designs which inspire confidence and style among women. Through this show, women can understand the nuances of the right fit, fabric, style, thus enabling the right buying decision of quality innerwear, a rarity in smaller cities.

On launching this new show, Mr. Sundeep Malhotra, CEO, HomeShop18, said, "Our tie up with Enamor enables us to reach out to all women who have desired to buy the perfect innerwear but lack of availability didn't let that happen. This show would also be a platform to educate them on the perfect inner wear which enhances self confidence and minimizes health risks. It's a trend setting concept as the customer for the first time is given the option to purchase an intimate category article like inner wear in the privacy of their home. Additionally, the customer gets in-depth knowledge from the experts.

We have never shied away from experimenting with innovative concepts and this is the latest category to join our portfolio. We are sure this show will be a huge hit among our viewers as Enamor range of products has enabled women transform themselves since long."

In line with "More for Consumer Strategy", a pack of 3 bras is priced at an affordable range of Rs. 1125/- which comes with a set of three panties, thus making the combo an extremely attractive offer for the customers. The line of exquisite products available is Smooth – a non padded bra designed with a shaper panel for additional body contouring. This moulded style has double layered cups to prevent show through. Another is Smooth -padded moulded cup bra - it is lightly padded, non wire and is available in cotton lycra which prevents seams from showing through layers of clothes, also providing a shapely and smooth look. This entire range of Enamor is available in black, white and skin colors.

Talking on the tie up, Mr. Debashis Chatterjee, CEO, Gokaldas Intimatewear Pvt Ltd, Enamor, said, "We are delighted to partner with HomeShop18 to expand the reach of our premium range of products which till now have been retailed only in major cities. HomeShop18's logistics network is the strongest in the country and through this unique show, we get an opportunity to communicate the benefits of our product range in an interactive and informative manner."

For details on HomeShop18 shows and its various products, customers can call 1800-1800-918 or they can log on to www.homeshop18.com and pick great deals.

For further information, please contact:

PR Pundit

Priyanka Singh

Mobile: +919990003185

email: priyanka.s@prpundit.com