The world of fashion is no stranger to radical concepts. One such is for a brand is to market itself as ‘vegan’ and Baggit has found success with this. Founder Nina Lekhi—recognized as one of the most powerful women in Indian business— speaks about how the brand has grown since it was established 26 years ago, its customer service philosophy, and the role of innovation in its growth.
During my college days, when T-shirts with simple slogans were popular, my friends and I thought about bags with simple slogans as an alternative to T-shirts. That is when I thought of making bags. To make bags with attitudes, I started exploring eco-friendly materials, which became an instant hit. Thus, it was a major factor differentiating Baggit from other brands. That was my first founding lesson in marketing— for a brand to be successful and be driven by passion, the founder needs to believe and own it completely.
Our fashion accessories are made purely from cruelty-free and innovative materials, and are meant for the modern Indian woman. We design a variety of bags—that include slings, purses, wallets, clutches, shoulder bags, totes, and satchels—in vibrant and trendy colors that are invigorating enough to bring allure, and satisfy our customers. Our products are high on functionality and style, and we have something to suit every occasion.
innovation—a boon
Innovation plays a big part in the creation of new collections and consumers today are very much aware about the concept of cruelty-free brands. Apart from being fashion conscious, they are also conscious about using environmental friendly products. Our materials, made synthetically, last longer and are hassle free to maintain. This is the feedback consumers have shared with us, and it has helped us create more innovative designs. That is why we have been awarded by wellknown organizations like PETA under various categories, making us the favorite brand among Indian consumers. We, as a fashion brand, do our best to keep up with the latest trends. We make sure the styles are new and integrate USPs, keeping in mind comfort and convenience. Besides being highly fashionable, we also make sure our products are high on functionality and the fabrics used are recyclable.
one brand, one family
This story is from the March/April 2017 edition of The Smart Manager.
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This story is from the March/April 2017 edition of The Smart Manager.
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