Why Enamor Wants to Ban the Dumb Bra and Is Betting Big on Quick Commerce

For many women, choosing a bra has never been about trends or lace. It has always been about comfort, relief, and function. That is exactly what Enamor is putting front and center with its new Body Sync collection   a product line built not just with style in mind but with real physical needs like overheating, rashes, and sensitivity. Sandra Daniels, the chief marketing officer and category head at Enamor, says the brand is done with generic promises. It is now focused on solving the problems that women face every single day.

The idea did not come from a boardroom. It was born on the retail floor, where Enamor’s team meets over ten thousand women annually through its Style Studio initiative. These interactions, conducted at partner outlets like Shoppers Stop and Lifestyle, revealed one recurring truth. Most women wear bras not because they want to, but because they have to. Complaints ranged from itching and skin allergies to marks from tight straps and bras that felt too hot.

Enamor took these frustrations and turned them into innovation. The Body Sync collection features cooling bras made with N9 technology that reduce temperature by two degrees and fight body odor with antimicrobial fabric. For women with skin sensitivity, the bamboo bras are soft, breathable, and anti-allergic. These are not fashion gimmicks. They are practical solutions based on thousands of real conversations.

The company has also embraced technology in its marketing, using influencer collaborations to highlight the everyday frustrations of bra-wearing. Influencers were asked to rant about their biggest bra issues. Enamor responded by sending them customized PR kits. If someone complained about heat, they received the FabCool range. If it was discomfort, they got the Cloud Soft series.

One of the boldest moves from the brand came in the form of its campaign   #BanTheDumbBra. Instead of playing safe, Enamor called out everything that was wrong with the average bra. They positioned themselves as creators of intelligent bras, ones that understand the body and adapt to its needs.

Their offline strategy remains strong, with around 8,000 retail touchpoints across India and nearly 3,000 of those being multi-brand outlets. Enamor still sees 70 percent of its revenue coming from physical stores. However, digital is becoming more than just a side channel. Last year, e-commerce made up 25 percent of Enamor’s revenue. This year, it is expected to touch 30 percent, thanks to rapid growth on quick commerce platforms like Blinkit and Zepto.

The brand also launched the Body Sync Studio, an on-ground influencer-only experience in Mumbai. Thirty creators were invited to experience the products, try them on, and share honest reviews. Each section of the event was designed around a product benefit   whether it was invisibility, cooling, or featherlight design. The event helped the brand make an emotional connect and gather genuine feedback.

Daniels says Enamor will eventually open this experience to the public through weekend activations in partnership with major retail chains. The idea is to let women interact with the products, ask questions, and truly understand what works for them.

Enamor’s strength lies in identifying problems across different life stages. They are not designing for an age group. They are designing for need states. Whether you are a student looking for everyday comfort, a working woman looking for durable support, or a new mom seeking soft flexibility, the Body Sync collection was built for you.

With a sharp understanding of what Indian women want, a strong retail presence, and now a smart play in the digital commerce space, Enamor is setting new standards in lingerie marketing. And they are doing it by listening, innovating, and making bras that women might finally want to wear, not just tolerate.

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