A new line of lingerie designed and produced by a joint venture between a French company and an Indian intimate apparel firm hit the shelves in India on Thursday.

The joint venture, called Gokaldas Intimatewear Ltd, hopes to cash in on the $350 million Indian lingerie market through its new Enamor line of cotton bras and panties.

The company said its target customers are middle-class women aged 18-40 who can afford to fork out up to $6 on a bra.