About Us

Gokaldas Intimatewear Private Limited was created as a joint venture between Gokaldas Images Private Limited and Barbara of Paris, France in 2001. GIPL launched the brand ENAMOR in 2003, to present a range of lingerie exclusively made for the Indian woman.

Back then, only a few brands catered to the women of the upper society. With the fast growing economy, there was a definite need for premium lingerie.
While Gokaldas had expertise in manufacturing bras, retailing and understanding needs of Indian women, Barbara familiarized us the technical know-how and fitting expertise.
The company employs over 1500 people including skilled factory workers. As manufacturing capability is the key to success for any lingerie brand, GIPL invested in a state-of-the-art manufacturing facility in Bangalore spanning across 70,000 square feet. The current capacity is 4 million pieces annually, scalable to 10 million pieces.
Enamors core consumer is a woman who’s independent, confident, successful and is fabulous, the way she is. She pays great attention to the way she dresses and is constantly seeking novelty- a mindset that paved way to the early success of the brand.
The USP of Enamor lies in the variety of sizes it offers-from 32 B to 42 DD. Rightly positioned as the best-fitting bra, Enamor was the first brand that made D cups easily available in India.
Retail Strategy: The retail strategy involved modular shops in large format stores with trained counter consultants.
Regional stocking points were set up across the country to service multi-brand outlets and ensure delivery in 24 hours. In order to do so, Distributors and C & F Agents are appointed in all major metros and state capitals of the country.
Today, Enamor has expanded its distribution to over 3000 MBOs, 350 counters across chain stores in Shoppers’ Stop, Westside, Lifestyle, Pantaloons, Reliance Trends, Central and 12 of its own exclusive EBOs, with a network of more than 50 distributors.
The design process starts with analyzing international trends, understanding need gaps of consumers and delivering the best fitting product for different body shapes. Enamor is the only company in India that offers multi-size fits and wearer trials to ensure that every style meets the Indian body requirements.
At Enamor, we constantly strive to design styles that meet global standards and keep up with the ever-changing consumer tastes. Our goal is to create lingerie that makes every woman feel confident and stylish, as lingerie is the most intimate expression of herself. With Enamor, she can take home an experience that lets her feel fabulous inside and out, every day.

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