January 22, 2018 written by

A decade after launching their brand in Indian lingerie market with Amanté, MAS Brands India has now introduced ULTIMO – a celebrated lingerie brand from UK, known for its comfort, quality, and style, specially aimed at the full figured women. Inspired by South Asian silhouette, Ultimo is the first brand in India to cater to the needs of a full-figured women.


This label, favoured by celebrities and discerning clients around the world, is now owned by MAS Brands.


Smita Murarka , Head- Marketing, says, “Indian lingerie market has grown exponentially. The consumer’s wardrobe choices have evolved and is seeking specific solutions for her needs. After our understanding of the market for over a decade in the industry, we observed that there was a huge gap in the market, where fuller figure women’s needs were not serviced. Therefore, we wanted to bring in an international expert into the market, who is a specialist for this category.  We wish to empower her with comfort and style, and embrace her curves with confidence.”


Ultimo is a celebrated UK lingerie brand. It was started by the international celebrity, Michelle Mone OBE, to provide  lingerie solutions for the fuller figure women,  and the brand has evolved internationally to cater to various lingerie needs of all woman. As the brand enters India, it brings in its international fashion expertise, which is married with the research and manufacturing strength of MAS Holdings, focussed on full figure women. Ultimo offers lingerie that is designed exclusively for the full figure woman, looking for lingerie solutions that provide comfort, style and support. We would like these women to embrace their curves without any compromise, and feel confident.


“With Ultimo, MAS wishes to be the intimate wear leader in the South Asian market, bringing the latest designs, innovations and solutions to the consumer. The company’s design philosophy is to create silhouettes for the unique body types of South Asian women, and with the launch of this brand the reach of the group in the market is strengthened across profiles. Ultimo will help in gaining momentum to reach all profiles of consumers.” explains Smita Murarka.


MAS Brands carried out extensive research to understand the requirement and issues faced by Indian women. The research included fit trials and consumer interactions of consumers across top four metros in the country- Delhi, Kolkata, Mumbai, and Bangalore, which helped the brand customise styles to suit the Indian women.


Gathering insights from the market research and consumer problems, the customised range has been built across 4 pillars of comfort categorized as – Smoothing, Support, Comfort, and Solution. The brand caters to sizes starting from 34C going up to 42DD, across all the lingerie needs with side slings, minimizers, special fabrics, and elastic with cushion straps that have inbuilt cushioning in the hook and eye area. The features of the products include, wider straps with a cushioning effect and supportive wings that provide comfort to minimize pinched skin, amongst many others. The prices for the bras start at Rs.1295/- and the prices for the briefs start at Rs.1095/-.


Ultimo is a specialist brand from UK and services a unique need. Over the next few years the brand would aim to be the first choice of  brand for the full figure woman , with her  complete lingerie wardrobe being from this single brand .

“We are introducing the brand into the market through all the amante exclusive stores. The brand will also be available online at, and on other leading platforms. One of the main channel for communication for the brand is going to be digital, as the brand will require to educate the consumers on choosing a better product to solve their problems. We have also trained our Sales staff , to understand the specific problems of the consumer and offer the perfect product for their need.” says, Smita Murarka.


Beginning this year, Ultimo will start launching in other online portals, select multi brand outlets and at leading retail chains. MAS brands is strengthening its EBO’s  and aims to be 25 stores by the 2018 end. We are focussed on getting both our brands –amante, and Ultimo closer to the customer through a channel of their choice, and will be expanding across different channels .

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