Declining to give details of earnings, Amalean said only that the brand has been growing 50 percent year on year since it was launched in 2007 and is currently among the top three lingerie brands in India.

"We have a lot of potential to grow in that market and we want to get India right and focus on being number one, a position we hope to reach in the next two years. We have the supply chain to get there.

"A launch in Sri Lanka may happen next year or even the year after and probably via retail outlets. Sri Lanka is more open to fashion than India is, but will probably want a cheaper price point."

There is no easily available estimate of the size of Sri Lanka’s lingerie market, but it is thought to be quite small.

There are also other potential markets in the region it could explore, Amalean says, such as South East Asian countries like Malaysia and Singapore as well as the Middle East.

MAS Holdings is South Asia’s largest intimate apparel manufacturer, with an annual turnover of 700 million US dollars.

India a few years ago was an immature market, with lingerie still bought in corner shops and no organized retail sector for intimate wear, making it the ideal launch-pad for MAS’ first brand.

The company decided against its own stores, influenced by the high costs of Indian real estate and opted instead to distribute through independent retailers and department stores.

Today, Amante is sold in 250 outlets across all major cities in India such as Mumbai, Delhi, Calcutta, Bangalore and Chennai.

Selling in India, Amalean says, is like selling in four different countries. Tastes and values differ from the more metropolitan North to the conservative South.

Currently, about 40 percent of its business is in the Northern cities, 30 percent in the West, 20 percent in the South, and 10 percent in the East.

A value-premium brand, colours such as wineberry, mushroom and peach blush bras and panties, are popular among 25 to 45 year old women with disposable incomes.

So is the new range of swimwear. Prices range upwards from 395 Indian rupees for its basic comfort range to 895 rupees for more varied styles and vibrant colours.

'Floral Romance', a full cover t-shirt bra, is Amante’s bestseller, Amalean says.

"One needs to understand that India doesn’t buy what’s off the catwalk. We tested a lot of silhouettes in India and found that just two or three worked."

And styles are tailor-made for conservative India – a push-up bra for example, may lift a little less than usual, a deep-cut bra may not be cut as deep. The styles are inspired however, by the colours and trends at the lingerie shows in fashion capitals – Paris, London and New York.

The lingerie is still made entirely in Sri Lanka, where technical and design skills are superior, and most materials are sourced from the group’s own supply base within the country.

Building the brand has been a hard-won success and is a reflection of Sri Lanka’s growing reputation for world-class manufacturing and design.

"When building a brand you have to make sure you have your best resources on board and are prepared to go the long haul. It takes time and it takes money,” says Amalean.