Luxury Italian lingerie and fashion brand La Perla will launch in India before the end of the year, with dedicated outlets in Mumbai and Delhi.
La Perla, which has signed an exclusive agreement with the Murjani Group, will target discerning Indian consumers, aiming to communicate the brand's luxury status.
Although an advertising campaign has yet to be finalised for the brand, it is expected to hinge on the qualities of Indian women.
Underwear labels in the past have fallen foul of India's police - both moral and actual - for their provocative images and suggestive taglines in ad campaigns.
The Murjani Group already boasts a number of global fashion brands among its India portfolio, including Tommy Hilfinger, Calvin Klein and French Connection, among others.
