Enamor Bets on Quick Commerce to Boost Online Sales

Enamor, one of India’s leading lingerie brands, is making a strategic push into quick commerce (q-commerce) to grow its online revenue share from the current 25% to 30% in the near future. The brand’s Chief Marketing Officer and Category Head, Sandra Daniels, reveals that this shift is part of a broader digital-first strategy designed to meet evolving consumer needs for convenience, speed, and choice.

Understanding Women’s Real Needs: The Birth of Body Sync

At the heart of Enamor’s growth story is its innovative Body Sync collection, which was developed after extensive consumer insights revealed deep dissatisfaction among women with their existing bras. Through Style Studio, an annual on-ground research initiative where Enamor’s core teams engage with over 10,000 women annually in stores like Shoppers Stop and Lifestyle, the brand discovered that most women wear bras because they have to—not because they enjoy them.

“We consistently heard from women that they face real problems like rashes, overheating, heaviness, and straps that leave marks,” Daniels explains. Unlike many brands that focus only on style or comfort, Enamor tackles these pain points head-on with technology-driven solutions such as:

• FabCool Technology: Uses N9 cooling technology that lowers body temperature around the bra by up to 2°C while being antimicrobial.
• Bamboo Fabric Bras: Soft, breathable, anti-allergic bras designed for sensitive skin.

These innovations underline Enamor’s commitment to functional lingerie that adapts to different body needs at various life stages.

Offline Dominance with an Ambitious Digital Push

Despite embracing digital commerce, Enamor’s business largely remains driven by its strong offline presence. The brand boasts nearly 8,000 retail touchpoints, with the majority of revenue generated from about 3,000 multi-brand outlets (MBOs). These small, high-street stores are crucial in making the brand accessible across India.

However, Enamor is witnessing a rapid digital uplift. According to Daniels, online sales currently account for about 25% of total revenue, a figure expected to rise to 30% soon, buoyed mainly by growth on quick commerce platforms like Blinkit and Zepto.

Enamor’s online presence spans leading e-commerce platforms such as Amazon, Flipkart, Myntra, and Nykaa, alongside its own direct-to-consumer (D2C) website—central to the brand’s online strategy. This digital ecosystem is especially effective for popular segments like bralettes, seamless bras, and bonded lingerie, which resonate strongly with younger consumers who prioritize ease of discovery and swift delivery.

The Role of Quick Commerce in Enamor’s Growth

Quick commerce offers Enamor an edge by catering to today’s consumers demanding speed without compromising product variety or quality. Daniels notes a 70–80% spike in online demand over the last six to seven months, driven by convenience and immediate gratification, particularly among urban consumers.

However, quick commerce also brings challenges unique to apparel, such as size and fit issues, complex inventory management, and return logistics—factors that Enamor manages through curated assortments focused on bestsellers and standard fits. Currently, the brand’s q-commerce availability spans about 50 cities, including major metros like Delhi, Mumbai, Bangalore, Chennai, and Hyderabad.

Engaging Consumers Through Campaigns and Experiences

To communicate the innovation behind Body Sync, Enamor launched the bold **#BanTheDumbBraampaign. This tongue-in-cheek message challenges the traditional notion of bras as uncomfortable “dumb” garments, positioning Enamor’s bras as intelligent products that respond to women’s bodies and needs.

The brand also leverages influencer marketing strategically, involving nano, micro, and macro influencers who share their personal “bra problems” and receive tailored PR kits featuring the right Enamor ranges like FabCool or Cloud Soft.

Apart from online engagement, Enamor has pioneered experiential marketing through the Body Sync Studio in Mumbai, an event where influencers explored immersive, product-dedicated zones, tried on bras, and shared real-time feedback. Looking ahead, Enamor plans to bring similar activations to consumers nationwide via exclusive brand outlets and partner stores.

Targeting Life Stages, Not Just Demographics

Enamor’s strategy uniquely focuses on consumer needs by life stage rather than age. Whether a college student needing comfort and style, a working professional seeking durability, a bride prioritizing aesthetics, or a new mother wanting flexibility, Body Sync bras are designed to meet diverse and evolving requirements.

“There’s no one-size-fits-all,” Daniels adds. “The perfect bra is really about relief—from straps that dig in, to fabrics that irritate—more than just looks.”

Looking Ahead: Growth and Innovation

With a strong offline foundation and a growing digital footprint accelerated by quick commerce, Enamor aims to continue innovating and expanding its reach. The brand’s holistic approach—rooted in consumer listening, technological innovation, diverse distribution, and bold marketing—is positioning it well to capture rising demand in India’s fast-evolving lingerie market.