For years, India’s women’s innerwear industry remained curiously disconnected from the women it served. Most brands focused on basics or occasional luxury, offering comfort or glamour, but rarely both. Marketing spoke in soft tones, staying within the safe zones of fit, function, and femininity, while the consumer quietly evolved.
Across cities and rising Tier 2 markets, a new cohort of women began expecting more from their bras. They wanted styles that moved with them, supported their pace, and matched their sense of self. Innerwear was no longer just about what was worn under clothes. It was becoming part of a larger identity conversation one that mainstream brands were slow to catch.
Enamor, long established in the category, had all the essentials in place. It had reach, recognition, and a trusted product range. But it wasn’t yet speaking the language of the modern Indian woman. The shift required wasn’t cosmetic. It needed a deeper rethinking of purpose, voice, and product experience.
That shift began when Sandra Daniels stepped in as Chief Marketing Officer (CMO) and Category Head at Enamor. What she inherited was a brand with solid foundations but untapped cultural relevance.
From layers of legacy to layers of confidence: Inside Enamor’s reinvention
Daniels recalled, “We knew Enamor had strong legacy value but we needed to make the brand more meaningful to a younger, urban audience that thinks very differently about what innerwear means to them.”
What followed wasn’t a rebranding exercise, it was a reshaping of the brand’s very self-conception. Enamor began to see itself not just as an innerwear label, but as a fashion essentials brand, one that starts with the body but speaks to the woman’s mind.
This reorientation began with a shift in tone. “We see innerwear as the first layer of confidence,” Daniels explained. “It’s intimate, and deeply personal. Our campaigns over the last year have shifted from being product-forward to consumer-backward. We start with how she feels, and then communicate how our products fit into her lifestyle.”
Gone were the sterile catalogues and neutral language. In came body-positive imagery, narrative-forward content, and creator-led storytelling calibrated for Gen Z and millennials in tier 1 and aspirational tier 2 markets. The brand’s repositioning started showing up through social campaigns, influencer tie-ups, and a steady abandonment of what Daniels calls the “one-fit-for-all” mindset.
This was backed by consumer research that went deeper than standard segmentation. Enamor spoke to 4,000 women across India, cutting across ethnicities and demographics, to understand how women really relate to their bodies and innerwear. These insights helped drive design, fit, and messaging, ensuring the brand’s evolution wasn’t just surface-level.
“We’re not just selling a bra anymore. We’re selling ease, comfort, movement, and expression,” she said. In that sentence lies Enamor’s entire pivot from seller of garments to enabler of identity.
One of the biggest product wins to emerge from this shift was the Innovation range that Daniels says now contributes 50% of the brand’s overall sales. Its success also mirrors the brand’s performance, which has seen 50% year-on-year growth, signalling that the new direction is landing commercially, not just creatively.
But for a product as intimate as innerwear, sensitivity couldn’t be siloed in storytelling alone. She knew the backend had to evolve just as much as the brand voice. That’s where AI entered the equation, not as a gimmick, but as a quiet enabler of precision.
“AI helps us listen better. Whether it’s understanding what styles work in different regions or predicting size preferences, we’re using data to reduce friction in the buying experience,” she said.
That “friction” includes everything from ill-fitting purchases to out-of-stock disappointments all of which Enamor now addresses through fit prediction models, regionally adapted assortments, and faster inventory recalibrations.
“Earlier, it would take a full season to see what resonated. Now we’re able to make merchandising decisions mid-cycle. That agility is powerful,” she explained.
The result is not just efficiency, but intimacy at scale, a rare feat in the category. With better demand sensing, Enamor can introduce new styles more confidently and ensure that store shelves and online carts reflect real-time demand, not just seasonal forecasting.
And yet, Daniels insists that the AI layer stays invisible to the consumer. “This is a deeply personal category. The tech must be intuitive, not intrusive,” she said.
It’s not just product intelligence that’s being sharpened. Enamor’s marketing funnel has been rebuilt to reflect a new hybrid reality, one where trust is often earned offline, but retained online.
“Our stores remain key discovery zones, especially for first-time buyers. But once the trust is built, she might go online for repeat purchases or to explore newer styles,” Daniels said.
This duality of physical trust and digital convenience has led to a full-funnel media approach: awareness-building campaigns, mid-funnel creator partnerships for resonance, and performance-heavy digital for conversions.
The voice guiding this funnel is carefully chosen. Daniels is clear that the brand’s influencers aren’t just pretty faces; they are belief systems. “We work with influencers who align with body positivity and real-life confidence. That’s non-negotiable.”
Enamor’s influencer strategy avoids fleeting gimmicks in favour of consistent storytelling, built around authenticity and relatability, she highlighted.
Even on the product front, the brand is exploring new materials that align with this evolved identity. For a brand reinventing itself, the temptation to chase every new trend is real. But Daniels tempers transformation with thoughtfulness.
She asserted, “AI won’t replace intuition in marketing but it will sharpen it. And in a category that deals with women’s comfort, confidence, and bodies, that combination matters more than anything else.”
There’s no grand campaign that marks Enamor’s shift. No sudden packaging overhaul. What Daniels is leading is a more gradual, more grounded kind of transformation that touches every layer without screaming for attention. It is, in every sense, a makeover that begins from within.
