Enamor bets on quick commerce to lift online revenue share from 25% to 30%

For most women, the perfect bra isn’t about lace, colours, or push-up features — it’s about relief. Experience relief from straps that dig in, from constricting fits, and from irritating fabrics. Sandra Daniels, chief marketing officer and category head at Enamor, reveals how the lingerie brand’s latest Body Sync collection was born from that very need.

“What we consistently heard from women was—‘I wear a bra because I have to, not because I like to,’” says Daniels. “They weren’t happy. And it wasn’t about brands — it was about real problems like rashes, overheating, heaviness, or straps that leave marks.”

Innovations done on the basis of listening to consumers

The insight came from Style Studio, Enamor’s annual on-ground research programme where its core team — including the heads of marketing, design, and product — meet thousands of women directly in their partnership stores like Shoppers Stop and Lifestyle.

“We meet over 10,000 women every year on the retail floor — not as brand representatives, but as regular consultants,” Daniels explains. “That's when we realised the industry was ignoring pain points. Everyone talks about style and comfort, but no one talks about the actual issues women face every day.”

That insight formed the bedrock of the Body Sync collection. Enamor’s design team set out to engineer bras that were not only stylish but also solved common functional issues. It launched a range of products tailored to different body discomforts — from overheating to skin sensitivity and movement restriction.

“For women who felt too hot in their bras, we launched FabCool, using N9 cooling technology that reduces body temperature around the bra area by up to 2°C. It’s also antimicrobial, keeping users fresh all day,” says Daniels. 

“For those with sensitive skin, we created bamboo bras — soft, anti-allergic, and breathable. We’re the first in India to launch both FabCool and bamboo bras.”

Offline still dominates — but online is catching up fast

While Enamor has embraced digital commerce, its business continues to be driven largely by offline channels.

“Last year, online revenue was around 25%, and we expect it to go up to 30% soon — thanks in large part to the traction we’re seeing on quick commerce platforms.” 

Despite this digital acceleration, brick-and-mortar retail remains the brand’s core. “We have around 8,000 retail touchpoints across India, but our core business comes from about 3,000 multi-brand outlets (MBOs),” she explains. “These small, high-street stores that house multiple brands are a crucial part of our reach.”

Enamor views online more as a discovery and engagement tool — especially for younger women. “We’ve seen a spike in demand for easy-fitting styles like bralettes, seamless bras, and bonded designs,” Daniels notes. “These perform particularly well online. Innovations like our bamboo and FabCool ranges also get strong engagement, which often drives walk-ins to our stores.”

The brand is available on leading e-commerce platforms such as Amazon, Flipkart, Myntra, and Nykaa, as well as quick commerce apps such as Blinkit and Zepto. Its direct-to-consumer (D2C) website is also central to its digital playbook.

Alongside this, Enamor operates 80 exclusive brand outlets (EBOs) and is looking to expand. “Our exclusive stores allow us to deliver a full brand experience — from fit consultations to product education,” Daniels adds. “For us, it’s about more than just selling products; it’s about helping women discover what works for them.”

The campaign: ‘Ban the Dumb Bra’

To communicate its new offering, Enamor launched a campaign — #BanTheDumbBra.
“It was provocative, yes — especially from a bra company,” Daniels admits. “But we wanted to challenge the status quo. The dumb bra is the one that doesn’t do anything for you. We make intelligent bras — ones that understand and respond to your body.”

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The Body Sync proposition isn’t just about one product; it’s a platform that brings all of Enamor’s problem-solving innovations together. “We say Body Sync because these bras literally sync with your body. They understand your needs and adjust to them,” she adds. 

Influencer-led discovery and Body Sync Studio

The campaign also collaborated with influencers. “We engaged nano, micro, and macro influencers and asked them to rant about their biggest bra problems,” Daniels says. “Based on what they shared, we sent them personalised PR kits. If someone complained about feeling hot, we sent them a FabCool bra. If they felt weighed down, we sent the Cloud Soft range.”

Body Sync Studio in Mumbai, an on-ground event exclusively for influencers, amplified this experiential marketing. The event drew in 30 influencers and established unique zones for each product.

“For Invisibra, we built an immersive space that explained its seamless, featherlight technology. Influencers got fitted, tried the products, and shared their honest experiences.”

While this first activation was influencer-only, the brand has bigger plans. “Long-term, we’ll definitely take the Body Sync Studio to consumers,” she says. “Through our exclusive stores and partners like Shoppers Stop or Lifestyle, we’ll host weekend activations where women can experience these innovations firsthand.”

Targeting the life stages of women

While Enamor’s core audience is women between 18 and 35, Daniels stresses that Body Sync isn’t defined by age — it’s defined by need.

“Whether you’re a student, a working professional, or a new mother — your bra needs to shift. But pain points like heat, rashes, and discomfort can appear at any life stage,” she explains.

So instead of segmenting by demographic, Body Sync was developed by grouping consumer pain cohorts — women who needed cooling, softness, flexibility, or invisibility in their lingerie.

“For example, a college student prioritises comfort and style. A working woman needs durability and support. A bride looks for aesthetics, while a new mom wants all-day comfort and flexibility,” she says.